New York – WestPoint Home is expanding the Vellux brand beyond blankets, including new products to protect home office workers.
The full expansion of the Vellux brand – which is distributed via its own website, in department and specialty stores, online merchants, and other retailers where better blankets are sold – also includes flannel sheets and velour towels.
“We’re taking a brand that has historically been category-driven and building it out into a lifestyle brand,” said Emily Sapienza, WestPoint’s vice president of design.
While the overarching lifestyle for Vellux is winter warmth, WestPoint is tapping into the work-from-home trend with a radiation-blocking throw called the Vellux Soft & Safe Tech Protect fleece throw blanket. It’s designed for those who work from the couch or on the bed, with a laptop on their lap and a mobile phone in their hand. Computers and mobile phones are among the most common sources of EMF (electric and magnetic fields) around the house, but additional sources include Wi-Fi routers, TVs and microwaves.
“There are also concerns around 5G,” noted Regan Iglesia, WestPoint’s chief marketing and merchandising officer. “With all the technology we have around us, it really hits every walk of life.”
In addition to the plush Tech Protect Fleece Throw Blanket, which drapes across the lap for protection, Vellux is introducing the Vellux Soft & Safe Tech Protect Jersey Lap Mat, smaller version of the throw blanket that’s designed for expectant mothers.
Both the Tech Protect Fleece Throw Blanket and the Tech Protect Jersey Lap Mat have a middle layer of shielding protection made of copper, polyester and nickel. That layer shields 99.5% of frequencies up to 3,000 megahertz (MHz).
Vellux’s expanded slate of spring launches also includes:
- Vellux Winter Warmer flannel sheets: Available in five fashion prints and five solid chambray sheet sets, the line features an array of solid colors in yarn dyedto-match Vellux blanket colors and coordinating prints in a 5-oz. cotton weight.
- Vellux velour towel: The first towel branded Vellux under Velllus is a 100% cotton sheared velour towel is reminiscent of the plush Vellux blanket and has an absorbent terry cloth reverse. “It feels like a cashmere blanket,” said Iglesia. There are 18 towels in the collection, in solid and yarn-dye jacquards.