The Art of Selling Wholesale Towels

Towels are a ubiquitous item found in households, hotels, spas, and various other establishments. Despite their everyday nature, selling wholesale towels successfully requires more than just offering a basic product. In today’s competitive market, it is essential for businesses to develop effective strategies to stand out, attract customers, and maximize sales. This article delves into the art of selling towels, providing valuable insights and strategies for businesses to thrive in this competitive wholesale market.

Understand the Target Audience

  • With your customer, identify the target audiences’ preferences and demands.
  • Determine the purpose for which towels will be used, whether it is for home use, hotels, or other industries.
  • Researching competitors and their offerings will provide valuable insights and help differentiate your product.

Understand the Customer’s Preferences

Personalize your customer’s experience by talking at length about their preferences such as comfort, absorbency, size, weight, fabric content, budget, and ETA.

Understand Where the Towels Will Be Used

Discuss the environment where the towels will be used, considering factors such as display, quality expectations, and cost considerations.

Important First Questions for Customers

1. Towel Categories

The first question should determine whether the customer is purchasing washcloths, hand towels, bath towels, bath sheets, or beach towels. Each category consists of a small range of sizes.

  • Washcloths: Size range is 11” x 11” up to 13” x 13”
  • Hand towels: 15” x 25” up to 18” x 30” (In Europe, they go up to 20” x 40”)
  • Bath: 20” x 40” up to 30” x 58”
  • Bath Sheet/ Beach Towel: 30” x 60” to 35” x 70”

2. Towel Construction: Cotton Options

Educate customers about the benefits of different cotton options.

  • Highlight softness, absorbency, and breathability of 100% cotton towels.
  • Emphasize superior quality and durability of long-staple cotton towels.
  • Explain advantages of each cotton content option for informed decisions.

Learn More about cotton processing for textiles on our blog.

How Cotton is Produced for the Textile Industry

What is Yarn Count in Textiles

3. Towel Specs: Size, Weight, & Color

Focus on specific sizes, weights, and colors when considering towels. Sizes are measured in width by length, while weight is typically indicated by pounds per dozen or grams per square meter (GSM). A higher GSM indicates a thicker towel. Use our convenient GSM calculator for quick reference:

3. Cam vs. Dobby Borders

Cam and Dobby borders are two commonly used types of borders on institutional towels. Cam borders have a simple, straight design and are cost-effective. Dobby borders are more intricate, with patterns and motifs, adding elegance but are pricier. The choice depends on the desired aesthetic and budget of the institution. Borders are a primary consideration in cost analysis for institutional towels.

4. Towel Packaging for Shipping — Boxes vs. Bales

Bulk towels are packed in boxes or cartons and bales. Learning about these packing methods can help your customers make purchasing choices that help their bottom-line.

The Benefits of Boxed Towels:

  • Ready-to-Use: Boxed towels are pre-laundered and folded, saving time, labor costs, and machine costs associated with washing, drying, and folding towels. The savings amount to approximately $0.40 per pound, plus the wear of an extra commercial wash cycle.
  • Ready for Resale: Boxed towels are ready to be sold, increasing customer satisfaction upon receipt. Businesses with high product turnover rates, especially seasonal ones, benefit from boxed products to keep up with the seasonal rush.
  • Benefits of Standard-Sized Shipping Boxes: To make shipping cost-effective, UPS and FedEx charge reasonable rates for standard-sized boxes and more expensive rates for out-sized boxes. Boxes weighing under 50 lbs. are easier to handle and stack, and therefore, minimize on-the-job injuries. Keeping boxes a manageable size also keeps freight moving at a good pace. Avoiding oversized boxes prevents expensive fees.

Disadvantage: Towels delivered in cartons are low maintenance but cost more to ship per pound.

The Benefits of Baled Towels:

Bales are large, unorganized bundles. Introducing baled towels can be a cost-effective solution for your business and customers. Educate customers about the benefits of bale purchases.

  • Lower Cost: Bales are less expensive to ship in bulk quantities.
  • Supplier Position Advantage: Offering baled towels positions your business as a reliable bulk towel supplier. Wholesale and Commercial Clients, such as hotels, gyms, salons, and healthcare facilities, prefer bales due to their large quantity requirements. Price is often the primary consideration, and bales offer the lowest prices.
  • Convenient Inventory Management: Baled towels simplify inventory management for businesses and customers. Ordering in bulk ensures a steady supply, streamlining operations and reducing logistical challenges.
  • Bales are More Sustainable: Emphasize the sustainability of baled towels. Purchasing in bulk reduces packaging waste from individually packaged towels. Promote eco-friendly materials or recycling initiatives to appeal to environmentally conscious buyers. Monarch offers buy-back programs for towels to be recycled as rags.

Disadvantage: Baled towels require washing before use, adding a hidden cost. Typical wash cycles cost $0.40 per pound. The cost difference between a box and a bale is lower than this. Buyers may this cost. Purchasing ready-to-use products from a box can be more cost-effective than cheaper baled towels. As a towel expert, you should explain that the initial savings cost more than purchasing towels that can be sold straight from the box.

Disadvantage: OSHA requires any lift over 50 LBS to be a two-person lift. Most clubs and properties purchasing bales don’t know that the 150 LB bale of hand towels they just purchased is a workmen’s comp risk waiting to happen.

How to Wrap Up the Box vs. Bale Conversation

Reiterate the Advantages of Baled and Boxed Towels: Baled towels offer cost-effectiveness, suitability for bulk purchases, and convenience. Utilize marketing materials, website content, and customer support channels to inform customers about these benefits and their specific needs, such as storage requirements, reduced transportation costs, and competitiveness for bid situations. Bales are cheaper, but hidden costs for sales preparation after receiving them must be added in.

Boxed towels offer easy, organized stacking for storage and can be moved without machinery. Towels are prewashed and folded for quick and convenient use or resale but will cost a little more.

More Tips on Selling Wholesale Towels

Balance affordability and durability in determining towel prices

When determining the price point for your towels, it is important to strike a balance between affordability and durability.

  • Customers prioritize long-lasting quality and are willing to invest.
  • Emphasize the value and durability of the towels.
  • Use marketing materials, descriptions, and reviews to showcase towel longevity.
  • Highlight reinforced stitching, high-quality materials, and resistance to wear.

Learn more about Wholesale Towels on our Blog

Is there a Difference Between Wholesale White Towels?

Provide clear, detailed product info — build trust in the relationship

  • Include material composition, weight, dimensions, and care instructions.
  • Provide online product data sheets for easy reference.
  • Use infographics to match towels with customer environments.
  • Be transparent in sharing product details for customer decision-making.

Ensure customer satisfaction with informed choices

  • Provide samples: Allow customers to assess size, weight, and cotton content firsthand.
  • Share testimonials or reviews from customers with similar preferences.
  • Include gated Rep sample request forms on the website.
  • Send samples in your branded box or bag to illustrate the benefits of branding.

Define quality tiers for enhanced perspective

As an example, a high-end Spa will care more about how plush and soft a towel will be, while a YMCA will be more budget focused. By laying out tiers of quality clearly, we can help guide customers’ expectations toward the correct quality and price point.

  • Consider the needs and preferences of different customer segments.
  • Create clear quality tiers to guide customer expectations.
  • Illustrate the correlation between quality and price.
  • Communicate features and benefits of each quality tier.
  • Assist customers in selecting appropriate quality and price for their requirements.

Educate customers on all cotton option benefits

  • Highlight the softness, absorbency, and breathability of 100% cotton towels.
  • Emphasize the superior quality and durability of long-staple cotton towels.
  • Explain institutional needs and how the polyester ground/cotton pile work together.
  • A poly ground provides durability
  • Cotton pile provides softness
  • Cotton/poly blend towels dry faster and are wrinkle resistant

Build a strong online presence for business success

  • We deliver quality and value!
  • Review our positioning for towels and textiles here: About Our Values
  • Provide access to data sheets, specs, and lifestyle photos to educate consumers.
  • Allow individual branding with supplied files and layouts.
  • Use online platforms to showcase product offerings.
  • Leverage digital resources to communicate the benefits of towels and textiles to potential buyers.

Offer branding options

  • Inform wholesale and commercial clients of linen loss statistics. It is estimated that between 5% and 20% of linens are stolen annually. (The Economist)
  • Illustrate how a logo can be a deterrent for theft of textiles by end users as well as warehouse workers.
  • Show multiple branding examples, from towels and cloths to shipping boxes and bales.
  • Highlight the free advertising that comes with branded shipping boxes.
  • Note inventory control and increases for their bottom line.
    Learn More about Linen Loss Here

Conclusion: Selling wholesale towels successfully requires strategic planning, quality products, effective branding, and customer-centric approaches. By understanding the market, offering variety, focusing on branding, leveraging online platforms, and providing value-added services, businesses can thrive in the competitive towel industry. Adapting to changing consumer preferences, embracing sustainability, and exploring collaborations are key to long-term success.

We are happy to assist you in building your towel experience and providing a product that fits your customers’ individual needs. Call us to get started!


Sign Up for Promotions

Recent Posts