WestPoint Stevens Announces Licensing Agreement with Avanti Linens for Embellished Towels Under WPS Brands

WestPoint Stevens Announces Licensing Agreement with Avanti Linens for
Embellished Towels Under WPS Brands 


WEST POINT, Ga., March 23  /PRNewswire-FirstCall/ -- WestPoint Stevens Inc. 
(BULLETIN BOARD: WSPT)  ( http://www.westpointstevens.com/ ) todayannounced a
new licensing agreement for Avanti Linens to produce embellished towels under
WestPoint Stevens' popular brands.

"This alliance with Avanti -- the nation's premier producer of embellished
towels -- is a strong, significant partnership: thepower of our famous brands
at retail and the quality of our solid-color towels combined with the design and
manufacturing expertise of Avanti," said Robert B. (Bob) Dale, President of
WestPoint Stevens Bed and Bath Division.

"Embellished towels from Avanti offer pattern alternatives to our solid- color
businesses, complement the products of our Maples Rugs offerings and provide a
line extension to our rapidly growing bath accessory business -- obviously a
more complete bathroom offering now," Mr. Dale emphasized. "It's also another
facet of support for our ongoing Chromatherapy strategy for marketing color."

Under the Avanti alliance -- latest in a continuing development of key licensing
agreements that expand the product range of WestPoint Stevens' famous brands --
the Company will supply solid-color towels to be embellished by Avanti and sold
under Company-owned brands including the flagship Martex(R), as well as Grand
Patrician(R), Atelier Martex(R), Patrician(R), Utica(R) and Lady Pepperell(R).

Avanti Linens, founded in 1969, is regarded as the leading producer of
fine-quality embellished and bordered towels and noted for design excellence.
Avanti is represented in over 80 percent of all major U.S. department stores, as
well as bath shops and specialty stores across the country. The major Avanti
production categories are towels with borders, towels with appliques and towels
with embroidered motifs, offered in delicate traditional designs, innovative
contemporary looks and those with masculine and feminine motifs.

"Avanti is very excited about our new alliance with WestPoint Stevens. We
believe in the WestPoint Stevens brands such as Grand Patrician(R) and Martex(R)
and know we can bring added customer value to them as a key part of WestPoint's
strategic goal of enhancing bath offerings in brand, color, embellishment and
complete accessorization," said Avanti Linens President Michael Tauber.

WestPoint Stevens Inc. is the nation's premier home fashions consumer products
marketing company, with a wide range of bed linens, towels, blankets, comforters
and accessories marketed under the well-known brand names GRAND PATRICIAN,
PATRICIAN, MARTEX, ATELIER MARTEX, BABY MARTEX, UTICA, STEVENS, LADY PEPPERELL,
SEDUCTION, VELLUX and CHATHAM -- all registered trademarks owned by WestPoint
Stevens Inc. and its subsidiaries -- and under licensed brands including RALPH
LAUREN HOME, DISNEY HOME, GLYNDA TURLEY and SIMMONS BEAUTYREST. WestPoint
Stevens can be found on the World Wide Web at http://www.westpointstevens.com/
.

Avanti Linens, founded in 1969, offers the finest in embellished and bordered
towels, with more than 80 patterns offered in a mixture of borders and
embroidered motifs. In addition to the quality of its designs, Avanti isalso
noted for its wide assortment of colors and its outstanding customer service.
Avanti, based in Moonachie, N.J., can be found on the World Wide Web at
http://www.avantilinens.com/ .

   Contact:  Lorraine D. Miller, CFA
             Senior Vice President - Finance and External Communications
             404.378.0491


DATASOURCE: WestPoint Stevens



CONTACT:  Lorraine D. Miller, CFA, Senior Vice President - Finance and

External Communications of WestPoint Stevens, [phone]



Web site: http://www.westpointstevens.com/

http://www.avantilinens.com/ 

Copyright