Welspun launched a variety of products at New York Home Fashions Market last month across a host of categories, but the showroom tour began with what the company calls the Welspun Brain Trust. The multi-category manufacturer is now surveying 2,500 consumers on a regular basis on lifestyle topics, product benefits and design motifs. The group is expected to grow to 5,000 consumers, according to Christopher Mooney, chief marketing and merchandising officer. "You can talk to people on a Monday and have results for a meeting on Wednesday. This is done by an agency that knows how to build communities," he said. The data can also be drilled down to specific types of shoppers, he added, such as a Home Depot shopper in a particular market. "We see our role as making people's lives better," said Mooney, who pointed to Welspun's five pillars: sustainability, wellness, innovation, style and community involvement. The company has also added a new licensed program across bedding, bath and decorative accessories. American Cotton products are made from US cotton right down to the thread used in the stitching. The authenticity of the cotton is monitored under the proprietary Wel-Trak end-to-end traceability process, which follows the ingredients from farm to shelf. Sheets are constructed of 50% upland cotton and 50% pima, while the towels are made of 100% upland cotton. The collection includes sheets, towels, bath rugs, top of bed and dec pillows manufactured in India.
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