by+Flora+Zhao

From 15th to 17th March 2017， Cotton Council International （“CCI”） presented itself at Intertextile Shanghai Home Textiles in collaboration with 16 of COTTON USAs home textiles licensees to showcase quality home textiles products and hotel collection made of U.S. natural cotton fiber at booth located at Hall 4.2 D22.

Designed under the theme “COTTON USA： Travel in Comfort with The Cotton The World Trusts”， COTTON USAs booth is composed of “LicenseesDisplay Area” and “Hotel Area”， featuring a specially designed hotel reception and guest room to present a comfortable hotel setting with textile products manufactured by COTTON USAs licensees. Imagine， a COTTON USA home furnishing licensee， displays not only their curtain and home furnishing fabrics， but also provides furniture for decorative purposes with quality bedding products provided by Pac-Fung International Ltd. Inside the hotel room area， there are hotel bedding and home textile products from Dinosaur， Esprit， Jiangsu Sidefu， Natural Home and Loftex jointly displayed to demonstrate the qualities and comforts of U.S. cotton products featured in hotel rooms that visitors can enjoy.

Ms. Karin Malmstrom， Director of Cotton Council International， China and Northeast Asia explained， “With the rapid rise of Chinas economy and tourism in the past decade， the hospitality industry in China and Asia has experienced meteoric growth. The hospitality players worldwide are tailoring their offerings to provide hotel guests with familiar comforts by outfitting guest rooms with textiles products made of natural fibers， such as bedding， curtains， towels， bathrobes， etc. Due to the continued strong demand in cottonrich fabrics in this segment and to capture this market， COTTON USA is introducing our hotel collection to potential partners and licensees in the hospitality industry. Hotel partners can benefit by specifying and highlighting their use of U.S. cotton-rich products so that in turn their guests can enjoy the safe and comfortable feeling of “Travel in Comfort with The Cotton The World Trusts” when staying at a hotel. CCIs unique promotions and licensing program covers the whole cotton textile supply chain ranging from cotton fiber to retailers shelves， linking customers of home textile products with renowned global COTTON USA licensed suppliers and brands to establish long-term partnerships for effective procurement throughout the cotton supply chain.”

Cotton is a natural and renewable fiber， and U.S. cotton producers are leading the way in responsible cotton production practices. U.S. cotton has a track record of continuous improvement with respect to water and crop protection， product use， and habitat and soil preservation. The U.S. systems transparency allows for constant monitoring and improvement. The U.S. cotton growers comply with stringent U.S. government regulatory requirements and are committed to the principle of continuous improvement.

COTTON USA is a premium trademark ingredient brand that identifies products made from U.S. cotton through all stages of processing and marketing. COTTON USA has strong consumer awareness and preference for COTTON USA， with more than 51，000 product lines and 3.8 billion products having proudly carried the name COTTON USA since 1989.

COTTON USA will highlight 16 home textile licensees at this years show covering a wide variety of products， including high quality cotton bedding and toweling. Each of the licensees has distinct attributes， bringing quality， comfort and style to modern and healthy households both in China and abroad. Licensees exhibiting at the booth include， Casablanca， Cerulean， Dalian Ichihiro Towel， Dinosaur， Esprit， Hua Fang， IMAGINE， Joes， Jiangsu Violet， Loftex， Natural Home， Pac-Fung， Ningbo Guanyuan， Shangdong EuroAmerica， SIDEFU and SOFUSOFO.