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IMC Announces Luxury Hospitality Bedding, Bath and Dining Textile Licensing Agreement for Borghese


LOUISVILLE, Ky., August 20, 2012 – IMC, a full-service global agency specializing in strategic partnerships that help its clients innovate, announced today that it has negotiated a new licensing agreement for Borghese, Inc., a leading global cosmetic, skincare, fragrance and spa company, to produce a luxury collection of hospitality bedding, bath and dining textile products. The licensee is American Dawn (ADI), one of America’s leading manufacturers, importers and distributors of industrial and hospitality textiles and garments.
Available in late 2012 in the United States and Canada, the complete line of Italian-inspired Borghese luxury hospitality collection will be licensed under the Villa di Borghese brand. Rooted in a centuries-old tradition and inspired by the ancient spas and natural landscape of Tuscany, Villa di Borghese licensed products are intended to support the well-being of body, mind and spirit. Drawing from the elements necessary for a beautiful, healthy life, these luxurious products provide the essential benefits of rejuvenation, illumination, restoration and relaxation for the bed and bath.
The licensed collection is being fashioned from the finest materials and meticulously designed to provide the highest quality hospitality products available. The assortment extends far beyond basic sheeting and includes duvet covers, shams, throws, blankets, bed runners and accessories. The licensed bath products include towels, robes, slippers and amenities. The collection will also offer a wide selection of table linens.
The Borghese hospitality collection will be sold to boutique five-star hotels, resorts, spas, cruise lines, bed and breakfasts, and restaurants.
According to Kim Steadman, IMC senior director, partnership development, “We are delighted to bring together Borghese, an innovative company known for its high-quality and luxurious cosmetics, skincare, and other spa products, and American Dawn to launch this innovative hospitality product collection. By creating unique products for the hospitality industry, we plan to leverage the Borghese brand’s incredible heritage of Italian beauty, luxury and style to reach new consumers when they want to be pampered most.”
IMC previously has negotiated licensing programs with United Feather & Down for Borghese luxury basic bedding, ICON Eyewear for Borghese fashion eyewear and Primary One for Borghese premium hair care products.
“We are excited to reach a broader range of consumers via expanding our luxury hospitality bedding, bath and dining textile collection,” said Neil Petrocelli, vice president of marketing and sales, Borghese, Inc. “These additional programs support our efforts to build a lifestyle brand that blends our rich Italian heritage with contemporary form and function. Our innovative and meticulously-designed products capture the incredible sense of beauty, fashion and style that Italy is known for now in a line of products for luxury hotels, spas and restaurants.”
About Borghese, Inc.
Headquartered in New York, NY, Borghese is a worldwide leader in premium skincare and cosmetics. Built on a heritage that dates back to the 14th century when people first sought the healing waters of the Tuscan Earth, Borghese was the first to respect the synergy between health and nature, luxury and science. Offering the consumer products that allow them to create their own sanctuary, a place to relax and feel revitalized, Borghese derives inspiration from the lush mountains and aromas of Tuscany for a soothing atmosphere in your own private enclave. It’s the beauty of Borghese. With its rich Tuscan heritage attuned to all the pleasures of nature, all the luxury of total pampering. For more information please visit
About American Dawn
ADI’s beginnings go back to 1933. Today, ADI is one of America’s leading manufacturers, importers and distributors of industrial and hospitality textiles and garments. Operating 8 North American Distribution Centers, along with mill support in 12 countries, ADI’s leadership centers around innovation, quality, integrity and on-time delivery. Classic Linen, a division of ADI, offers a wide variety of core products in all categories including better quality towels, sheets and bedding, basic bedding, blankets, table linens, shower curtains, bath robes, front/back house apparel and bath rugs. For more information, please visit
About IMC
IMC is a full-service global agency that offers world-class brand strategy, research and analysis, a wealth of potential strategic partners, creative licensing and sourcing deal expertise and comprehensive program management to help our clients innovate. IMC has worked with companies like 3M, Kraft. Sunkist, TABASCO, General Mills, and AT&T. For more information, please visit
Kim Steadman
Neil Petrocelli
Borghese, Inc.

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