Vellux, the plush blanket brand that has been a staple in American homes for more than 50 years, is moving into new territory.
Brand owner WestPoint Home is adding new fabrications, wearable blankets, pet beds, a wide variety of throws and new core blankets.
“The blanket category is one of our best businesses and Vellux is one of our strongest brands”, said WestPoint Home CMO Regan Iglesia. “We took the opportunity to expand our assortment, inject a lot of fashion, and upgrade our fabrications in 2022 in order to keep up the momentum.” The new Vellux Cuddle Collection, made of a lightweight but warm fuzzy-knit fleece, launches with the the Super-Soft poncho, the Coziest robe and a three-piece gift set that includes a throw, slippers and Eye mask. Colors include cream, soft blush, and charcoal.
