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Delightfully Good Towels

A color-coded towel just for you.

Wünderweave Technology: Faster drying = less microbes & germs!

At $11 billion per year, the US home towel market is massive and growing but it is heavily fragmented. At best, 3 in 5 consumers (120 million Americans) do not have a favorite brand of towels. That is an enormous white space opportunity. Keep in mind, these numbers do not include other towel categories such as baby, pet, and sports - and they do not include the global market - which combined make the annual size of this overlooked sector even bigger. Think about it: every single person you know uses a towel to dry themselves.

We are firm believers that towels have one mission: to get you dry. But, let’s be honest, we all know that some towels do that better than others. We take dryness quite seriously and have spent two years designing just one product, the best classic bath towel, ever. What we set out to do was to create a towel that will delight you. We looked at all the reasons towels were the worst and made one that is better. Simply put, it’s the best towel we could dream up and we are just getting started.

It has taken us two years to design and develop the best bath towel we could dream up. And, with it we launched on November 6th, 2019.

Next we are going to design, develop, and re-invent across every other towel category imaginable. From baby to pet to sports, from inside your home to your life outside.