New York -- WestPoint Home is going after the kitchen textiles category with a full line of offerings. The bedding and bath manufacturer previously addressed the category selectively with the Rachael Ray Moppine kitchen towel and private label products.

WestPoint Home will build the line around its Stay Bright and Stay Fresh technologies. Stay Bright is a color-fast innovation that prevents products from fading even when washed with chlorine bleach. It currently offers Stay Bright in bedding, bath and beach. Stay Fresh is an anti-microbial technology that inhibits the growth of mold and mildew. It is offered in sheets, towels, pillows and blankets.

Kitchen textiles veteran Michael Scotto will lead the effort. He spent the last 15 years with Franco Mfg. and Town & Country Living, both major players in the kitchen sector.

"Combining his talents with WestPoint Home's capabilities in design, production and marketing should allow us to quickly become a major supplier to the kitchen textile market," said executive vp Paul Mischinski.

WestPoint Home will launch a full line kitchen presentation in its showroom at the upcoming September market, which begins Sept. 14.

<<Reed Business Information. All Rights Reserved. -- 08/20/2009>>