Welspun USA Inc is a subsidiary of India-based Welspun India Ltd. Welspun USA operates as one of the largest home textile divisions of the 3 billion dollar Welspun Group. Welspun USA has become a key supplier to 9 of the top 10 American retailers, manufacturing 1 in 5 towels in the US. Welspun USA’s new website is designed a place where retailers and consumers can learn, shop and engage.
On the educational side, the site offers Sheets 101 and Towels 101 guides as well as a primer on cotton types, including Egyptian, organic, Indian, Turkish, Supima and American Upland. The Innovations landing page provides digestible information about Welspun’s HygroCotton technology and Wel-Trak traceability solution as well as anti-allergy textiles and charcoal technology.
“It’s a place where we wanted retailers to get a sense about who Welspun is but also a place where a consumer can ‘learn more’ and click through to marketplaces to shop. It allows us to market directly to the consumer with somewhere for them to go to buy,” said Christopher Mooney, chief marketing and merchandising officer.
Links under the Shop tag connect to Welpsun’s licensed Martha Stewart brand collection at Wayfair and the manufacturer’s Wellhome store on Amazon.
Wellhome launched in early 2020 with a focus on better goods at higher tickets. Featured items currently include Turkish cotton jacquard beach towels at $49.99 for a set of two and organic cotton bath towels at $42.99 for a six-piece set.
“Luckily, we were well into our digital transformation before the pandemic hit,” said Mooney.
The launch is part of a larger strategy Welspun is pursuing to develop new omnichannel concepts and merchandising ideas.
“We recognize that a website such as ours is a ‘living/breathing’ thing that will evolve in content and configuration as we become more familiar with it, live with it and hear comments,” he said.
Digital transformation by Welspun is a great step to meet new market demands and to educate and connect the consumer.