The Cotton Egypt Association (CEA) has launched a new brand identity and digital platform to re-enforce Egyptian cotton’s quality worldwide. The fresh, modern look, revealed this week at Heimtextil in Frankfurt, is designed to convey the superior quality and natural beauty of Egyptian cotton while luring consumers, retailers and manufacturers with its heritage and values.

Developed with UK-based brand specialist Salesworxs, the new strategy places the consumer at the centre of the Egyptian cotton experience, with a key emphasis on how the luxury hand-picked fabric feels against the skin. Khaled Schuman, Executive Director of CEA, said, “We believe that everybody should experience the luxuriously soft touch of Egyptian Cotton. We want people of all ages, worldwide, to seek out its strength, softness and durability. It’s all about the personal human touch. Our sales and marketing partner, Salesworxs, created a powerful brand identity which reflects the brand’s heritage whilst educating our audience as to our core values.”

Salesworxs’ MD, Richard Newman, said: “We know that a brand is a story that is always being told. It’s what people say about you when you’re not around. Egyptian Cotton is without question the world’s finest cotton. Our job is to ensure our global audience recognizes this when making purchasing decisions on relevant products such as home textiles and clothing.”

The rebranding is designed to increase consumer demand and retailer confidence and will support the CEAs drive to eliminate the supply chain of falsely labelled Egyptian Cotton goods. The CEA has appealed to all its manufacturers to become accredited. “This is a simple process that ensures transparency and traceability,” the site notes. “By using the latest scientific technology, we can identify the genomic fingerprint of the cotton, conduct DNA tests and confirm that 100 per cent of the fibre is genuine.”