Indo Count Relaunches Iconic Wamsutta Brand with D2C Strategy

Indo Count Global, the US subsidiary of Indo Count Industries Ltd., a prominent leader in home textile solutions, has announced the strategic relaunch of the iconic American brand "Wamsutta" as a direct-to-consumer (D2C) brand. The brand's premium bedding and bath offerings are now exclusively available at wamsutta.com in the United States. This significant move follows Indo Count's acquisition of the Wamsutta brand from Beyond, Inc. in April 2024, marking a pivotal step in strengthening Indo Count's footprint in the premium segment of the U.S. home textiles market.

Wamsutta Relaunch Key DetailsParticular

Detail

Brand Relaunched

WamsuttaAcquisition Date

April 2024 (from Beyond, Inc.)Relaunch Date

July 11, 2025Distribution Model

Direct-to-Consumer (D2C)Exclusive Platform

wamsutta.com (United States)Product Focus

Premium Bedding and BathStrategic Goal

Strengthen presence in U.S. premium home textiles

The relaunch of Wamsutta underscores Indo Count's broader strategy to leverage the power of established legacy brands that possess deep-rooted consumer trust. By repositioning these brands for scalable growth through digital and other channels, Indo Count aims to capture new market segments while reinforcing its commitment to quality and innovation. Mohit Jain, Executive Vice Chairman of Indo Count Industries, emphasized the brand's enduring legacy, stating, "Wamsutta has always stood for superior quality and comfort that endures. Now, with refreshed branding, premium positioning, and a direct-to-consumer approach, we are connecting with a new generation of consumers while continuing to honour the brand's legacy and deepen our relationship with longtime loyal customers who have trusted Wamsutta for decades." This strategic pivot is designed to update the product assortment and brand positioning, aligning Wamsutta with contemporary consumer preferences while maintaining its historical reputation for excellence.

Wamsutta, founded in 1846, boasts a remarkable 180-year history. It rapidly ascended to become a pre-eminent manufacturer in the United States, evolving into the largest weaving plant globally by the late 19th century. Over its long history, Wamsutta became a household name, cherished by millions, and established itself as a leader across both bedding and bath categories. The brand's reintroduction by Indo Count aims to capitalize on this strong brand recognition and consumer loyalty, translating it into renewed market success through a modern distribution model.

The adoption of a direct-to-consumer (D2C) model for Wamsutta is a strategic move that offers several advantages for Indo Count Global. This approach allows the company to directly own customer relationships, fostering a deeper connection with consumers. It facilitates the gathering of real-time insights into consumer preferences and purchasing behaviors, which can inform future product development and marketing strategies. Furthermore, the D2C model enables Indo Count to build long-term brand equity through direct digital storytelling and an enhanced product experience. The new wamsutta.com platform debuts with a carefully curated selection of premium bedding and bath products, emphasizing quality, simplicity, and timeless design, all underpinned by Indo Count's commitment to quality, sustainability, and consumer-first service. This direct engagement is expected to streamline the customer journey and enhance brand loyalty.

Indo Count Industries Ltd. (ICIL) is a globally recognized home textiles company and stands as the largest manufacturer of bed linen worldwide. Established in 1988, ICIL has been a significant force in shaping the global textile industry for over three decades. With an impressive annual capacity of 153 million meters, the company has solidified its position as a comprehensive bedding solutions provider, offering an extensive portfolio that seamlessly integrates innovation, luxury, and comfort. ICIL operates state-of-the-art manufacturing facilities in Kolhapur, Maharashtra, and Bhilad, Gujarat, ensuring superior quality across its Fashion, Institutional, and Utility bedding segments.

The company maintains a robust global presence, with offices, showrooms, and distribution centers strategically located in New York and Charlotte (USA), Manchester (UK), and Dubai (UAE). This global footprint is further complemented by a growing e-commerce presence across the USA, UK, UAE, and India. In the domestic Indian market, ICIL's brands, Boutique Living and Layers, continue to gain significant traction among consumers. Reinforcing its dedication to premium and branded segments, ICIL, through its U.S. subsidiary Indo Count Global, Inc., recently acquired Wamsutta. The company's expanding portfolio also includes a range of trusted licensed brands such as Fieldcrest, Waverly, Gaiam, and Beautyrest in the US, and Jasper Conran in the UK. Additionally, ICIL has expanded its presence in the U.S. utility bedding market through the acquisitions of Fluvitex USA, Inc. and Modern Home Textiles, Inc. Further demonstrating its growth ambitions, ICIL is investing in a greenfield project via its step-down subsidiary Indo Count Global East Inc. to establish a new manufacturing facility in North Carolina, USA, aimed at further scaling its utility bedding operations.

Indo Count's commitment to sustainability and social responsibility is also noteworthy. The company achieved a score of 66 in the Dow Jones Sustainability Indices (DJSI) for 2024, placing it among the top 10% in the Textile, Apparel & Luxury Goods sector, significantly above the industry average of 30. This achievement is complemented by multiple awards recognizing its unwavering dedication to sustainable practices. The company's financial stability is reflected in its credit ratings: ICRA AA- (Outlook Stable) for Long Term Bank Facilities and ICRA A1+ for Short Term Bank facilities, and CARE AA- (Outlook: Positive) for Long-Term Bank Facilities and CARE A1+ for Short Term Bank Facilities.The relaunch of Wamsutta as a D2C brand is expected to have a positive impact on Indo Count's market positioning, particularly within the competitive U.S. home textiles sector. By directly engaging with consumers and focusing on the premium segment, Indo Count aims to enhance its brand equity and drive scalable growth. This strategic initiative aligns with the company's broader vision of expanding its branded and premium offerings globally, leveraging both acquired legacy brands and its existing strong manufacturing capabilities. The D2C model provides a direct channel for market feedback and agile product adjustments, potentially leading to increased customer satisfaction and long-term brand loyalty, thereby contributing to Indo Count's sustained growth trajectory.