October 22, 2001
Week of October 22, 2001 ( Southern Textile News)
West Point, GA - Westpoint Stevens announced that the company will enter the electric blanket business poised for success with a version adapted from the company's best-selling Vellux blanket.
"We've developed a new product that is the ultimate in consumer safety and comfort," said Art Birkins, president of the Basic Bedding Division. "This blanket is a winner two ways: it's made of the same exclusive Vellux fabric which is the No. 1-selling blanket in the U.S. and it is 'wireless' - utilizing Thermosoft® conductive wireless fibers instead of the old-style round wiring."
The Vellux electric blanket is fabricated, according to Birkins, by sewing together two layers of Vellux and thereby creating "channels" through which a flat shape containing the conductive layers is inserted.
WestPoint said it expects the market for the Vellux electric version to generate as much consumer interest as the conventional Vellux blanket. "Vellux is a well established brand - absolutely No. 1 in the blanket business," Birkins said. "So, we're not only providing the consumer with a totally new type electric blanket, we're able to do it with a brand name she trusts and seeks out.
Before entering the marketplace, the new electric blanket had to be submitted for testing purposes to Underwriter's Laboratories Inc.
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