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Indo Count signs licensing agreement with Iconix International for Fieldcrest and Waverly Brands in US and Canada

• By  Textile Excellence
• May 24, 2024

Indo Count, the world’s largest home textile bed linen manufacturer, has signed a licensing agreement with Iconix International Inc. for the Fieldcrest and Waverly brand’s products for the US and Canadian market. This move to further solidifies Indo Count’s position in the US market post the successful acquisition of iconic brand WAMSUTTA.

The new licensing agreements encompass a wide range of product categories, including sheets, fashion and utility bedding, bath and window treatments among others. This addition significantly strengthens Indo Count’s brand portfolio, enhancing its ability to cater to diverse consumer segments in the US and Canada, the company said.

“We are thrilled to partner with Iconix to bring these iconic brands to a broader audience in North America. Fieldcrest and Waverly are synonymous with quality, style, and tradition. This partnership aligns perfectly with our commitment to delivering exceptional home textile products that meet the diverse needs of consumers” Mohit Jain, Executive Vice Chairman of Indo Count said.

“This move also marks a significant step in our efforts to increase our B2C footprint in the US & Canada market., making our products more accessible to the North American consumers. With marquee brands in our portfolio, we are gearing towards increasing the share of our branded products portfolio and thereby create a sustainable growth engine. These brands not only allow us to cater to wider consumer tastes and preferences but also increase our manufacturing and designing capabilities, making it a compelling proposition for our stakeholders” Mr Jain added.

Established in 1893, Fieldcrest has been a trusted name in quality bedding and bath products, originating from the textile mills of North Carolina. Fieldcrest provides high-quality bedding and bath essentials that transform everyday routines into moments of indulgence. The brand appeals to a diverse age group but skews younger for a home brand, with approximately 60% of consumers across different age groups, reflecting a modern, dynamic lifestyle that values everyday luxury.

Waverly founded in 1923 by F. Schumacher & Co., a maker of exclusive European fabrics bring stylish home décor to the emerging American market. Waverly has become synonymous with personal curation in home fashion with its distinctive use of color in prints, patterns, and textures that allows consumers to mix and match, reflecting their personality for a custom-designed look at an affordable price.

The diverse demographic appeal of Fieldcrest and Waverly allows Indo Count to effectively target different consumer segments, thereby enhancing overall market penetration. The partnerships also strengthen Indo Count’s commitment to expanding its value-added business, positioning the company for sustained growth and success in the global market.

“We are thrilled to partner with Iconix to bring these iconic brands to a broader audience in North America. Fieldcrest and Waverly are synonymous with quality, style, and tradition. This partnership aligns perfectly with our commitment to delivering exceptional home textile products that meet the diverse needs of consumers”