Industry Views

Standard Textile Home’s Multi-Pronged Business Strategy

In addition to serving the hospitality sector since 1940, Cincinnati, OH-based Standard Textile also launched earlier this year Standard Textile Home that offers residential bed and bath products. In this tough business climate, Standard Textile Home (833-347-5707, standardtextilehome.com) has adopted a multi-pronged sales strategy that draws from its company strengths.

With more than 80 patents, the company prides itself on product innovations that maintain comfort and performance after repeated washings through technologies honed in Standard Textile’s nearly 80 years of experience providing high-quality linens to hotels and resorts. Residential products are offered in several different ways:

• Private Label—According to David Linich, group vice president, Home Division, Standard Textile, “The company has developed relationships with online textile and mattress brands for private label manufacturing support based on its extensive manufacturing capabilities.” Standard Textile has U.S. manufacturing centers in Union, SC, Thomaston, GA, and Brownsville, TX, in addition to more than 40 manufacturing, distribution and sales offices in worldwide locations.

• Trade Program—“The trade program is tailored for interior designers, vacation rental owners, property managers and architects,” says Linich. “Each group has different needs when it comes to textiles, but they all care about providing the best quality in terms of look, feel and durability, at a fair price. Standard Textile Home maintains a dedicated service team that solicits product design input and provides hands-on trade support, helping make product recommendations and insuring a smooth ordering process.

“Designers are attracted to Standard Textile Home because of the clean and simple styling of the products coupled with the proven quality of a brand with products in esteemed properties such as the Ritz Carlton and JW Marriott,” Linich states.

• Direct-To-Consumer (DTC)—Standard Textile Home’s full assortment is available through standardtextilehome.com with a limited offering through Amazon, Wayfair and Zola. A key DTC advantage is pricing, which is better than many other brands since products go straight from manufacturing facility to consumer.

The company prizes its direct connections with consumers. “Customer feedback and insights are instrumental in helping us up our game,” Linich concludes. “We are constantly iterating and refining to provide the best products and experience.”

Shown: bestselling Lynova towels; Cumulus duvet cover with no-iron, wash-activated patterning along with patented Circa Bed Wrap, a modern “bedskirt” that affords the look of a platform bed. Standard Textile Home products are on view in the James Suite at The James New York NoMad Hotel during N.Y. Market.