Style forecast

By Kristen Hampshire

Practicality and style are purchase priorities for customers shopping for beach towels. “They want something beautiful, functional and easy to roll up in a tote or weekender bag,” says Christina Gray, founder, Beached, a nature-inspired lifestyle brand offering coastal goods for modern adventurers.

The following are additional insights into the beach towel features that consumers are drawn to.

Lightweight with drape:

“There’s a shift toward multifunctional, lightweight fabrics that don’t compromise on softness,” Grays says, noting microfiber blends that dry fast and wash easy. Albert DiPadova, co-founder of Riviera Towel Company, points to 100% cotton hand-loomed Turkish towels that are pre-washed for softness, durable, lightweight and absorbent.

Versatile use:

Beach towels with fringe detail add an air of craftsmanship and turn a towel into an accessory. “They can double as a shawl after swimming,” Gray says of the Seaside Sugar line. DiPadova advises retailers to display beach towels on mannequins as a sarong, scarf or easy throw-on.

Packable convenience:

Appeal to customers with beach towels that are easy to roll up and transport without adding weight to luggage or a tote. “The compact fold is a favorite feature,” Gray says.