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Borghese Creates Villa Brand

Borghese Creates Villa Brand

Cosmetics and spa company Borghese has partnered with American Dawn for a line of bedding, bath and dining textiles, in a deal brokered by IMC. The Italian-inspired Borghese hospitality collection will be licensed under the Villa di Borghese brand and bas

Cosmetics and spa company Borghese has partnered with American Dawn for a line of bedding, bath and dining textiles, in a deal brokered by IMC.

The Italian-inspired Borghese hospitality collection will be licensed under the Villa di Borghese brand and based on the ancient spas and natural landscape of Tuscany.

The collection will include sheets, duvet covers, shams, blankets, towels, robes, slippers and table linens.

American Dawn will join other existing Borghese licensees, which include United Feather & Down for bedding, Icon Eyewear for fashion eyewear and Primary One for premium hair care products.

“We are excited to reach a broader range of consumers via expanding our luxury hospitality bedding, bath and dining textile collection," says Neil Petrocelli, vice president of marketing and sales, Borghese. "These additional programs support our efforts to build a lifestyle brand that blends our rich Italian heritage with contemporary form and function.”

The Borghese hospitality collection will be sold to hotels, resorts, spas, cruise lines, bed and breakfasts and restaurants in the U.S. and Canada, beginning later this year.

“By creating unique products for the hospitality industry, we plan to leverage the Borghese brand’s incredible heritage of Italian beauty, luxury and style to reach new consumers when they want to be pampered most,” says Kim Steadman, senior director, partnership development, IMC.

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