Innovation of form and function in robes and towels is a vital part of attracting the next generation of wellness consumers. Charmaine T Lang from The Madison Collection explains how her company consistently maintains its successful point of difference
The Bordado Collection is made from an innovative lightweight eco fabric which has
a luxurious feel
Founded in 1999, The Madison Collection – which designs and eco manufactures towels, throws, robes, bath mats and blankets – supplies five-star luxury hotels, resorts and spas in over 50 countries.
Through decades of being at the top end of the market, the company continually develops its offerings to satisfy the most discerning clients, by maintaining high quality and relevance to meet current demands.
Modernising luxury “Design is increasingly important,” explains Lang, “and The Madison Collection continually studies, researches and engages with clients to understand what their customers will prefer, desire and, most importantly, enjoy experiencing.”
The inspiration to create a new genre of robe has been influenced by Lang’s travels and insights into the minds of consumers.
“Culturally and artistically, dancing tango has enhanced my visual sensitivity and intuition,” she says, “The music of the tango has ebb and flow, pause and innuendo – to dance this and dance it well, you must listen closely to the music.
“When you’re invited to dance, you surrender in the intimacy of trust. And that is what I seek – to improve the fabrics that are used close to the skin, so they’re trusted to perform, with subliminal touches that culminate in high performing, yet subtle, modernised textiles and styles.”
The Tuxedo Robe is an example of reimagining a traditional style. “Robes are a strong part of the spa experience and yet their design has remained unchanged for decades,” says Lang. “I envisioned modernising this often overlooked garment with a tuxedo-like shawl collar, rounded edge detailing and as a special signature touch, a breast pocket for the room key,” she explains.
“We’ve also changed the design, the fabric and the finishes for our Bordado Collection with a focus on ‘modernising luxury’ and creating a universal robe, for men and women, transcending generations and appealing to those who are millennial-minded.”
“Upcoming demographics want what they wear to reflect who they are – fresh, light, functional and unique – they’re comfortable in loungewear, yet while wearing it, want to look and feel good”, says Lang.
Thought has also been given to operations: The Madison Collection’s coloured fabrics are bleach-resistant and all fabrics are pre-washed four times before they’re cut and sewn. The lightweight fabrics also have less wash and dry time and use half the storage space – an intelligent environmental benefit.
The new Tuxedo Robe fabric is fade-resistant. In addition, it gives the illusion of thickness without the weight. “Our new weaving technique results in a fabric that appears thick and fluffy and performs like a lush fabric but is also lightweight,” says Lang.
“We’ve previewed the new-look Tuxedo robe and are delighted it’s finding favour with hotel and spa operators around the world.
“It’s important to be aware of ever-changing consumer preferences,” says Lang. “Being style-conscious and environmentally aware transcends generations. Many are seeking smaller spaces in which to live and they feel comfortable with and appreciate products which are compact and eco-conscious.
Environmental and sustainable Although environmental sustainability is a key issue for millennials, in fact, for all generations, this isn’t a new area of focus for the company. The Madison Collection has long held a deep belief in social good and invests in environmental sustainability.
“Our entire factory is naturally powered,” says Lang, “This is done using jet air, fuelled by hydro-power which comes from briquettes made of the waste from the cotton spinning process and purchased waste wood (from re-planted trees) from local furniture factories.
“This exemplifies our commitment to sustainability and aspiration to achieve zero-waste. Our packaging boxes and tape are manufactured from recycled paper, the tape uses flour and water instead of glue, and thinner plastic bags are used to pack our towels, further diminishing the impact on the environment.
“Our water purification plant uses live bacteria to break down dye pigment - no chemicals are used. Once the bacteria has accomplished the task, it’s stored for ten years and then returned to the soil as fertiliser. The water is returned to the river cleaner than when captured – another example of our high commitment to sustainability.”
“Our focus used to be to wrap guests in luxury,” concludes Lang, “The world is changing and experience is the new luxury.
“Our emphasis has evolved to focus on creating products which meet the needs of all generations, while also being good for the environment and operationally sophisticated,” says Lang. “We invite you to experience the new luxury.”
Comfort and sophistication meets loungewear from the Zuuja label
A new product line – just launched – has seen The Madison Collection evolving to meet the loungewear needs of all generations, under its own Zuuja label
This next-generation loungewear range, which has been designed for those who like to look and feel comfortably chic, includes relaxed-fit lounge pants, T-shirts, long-sleeved Ts and harem pants, all made from GOTs certified, 100 per cent organic, Fair Trade pima cotton from Peru.
Zuuja is being embraced as an elevated version of spa uniforms, as well as creating a seamless guest experience from sleeping to wandering to treatment room.
The Madison Collection travelled to Peru to source its GOTS-certified, Fair Trade, organic Pima cotton for the Zuuja collection
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2019 issue 3
Spa Programmes: On the menu
Energy medicine at Six Senses; aroma retreat on Croatia’s Island of Vitality and menopause programming all feature in our spa menu round-up
Top team: Rosewood
Jane Kitchen talks to the wellness team behind Rosewood, and its forward-thinking spa concepts, as CEO Sonia Cheng leads a vigorous global rollout
Everyone’s talking about: CBD
Are CBD treatments and products an unregulated fad, or a serious business proposition? Spa Business investigates
Promotional feature: The Madison Collection
Innovation of form and function in robes and towels is a vital part of attracting the next generation of wellness consumers. Charmaine T Lang from The Madison Collection explains how her company consistently maintains its successful point of difference
Interview: Markus Engel
The CEO of Asia’s Urban Resort Concepts talks to Spa Business about positive disruption in the hospitality and spa sector
Promotional feature: The Wellness
A beautiful pool can be the standout feature that draws new customers. It can also cut your running costs if it’s designed to be sustainable. Mohammed Ibrahim, CEO of The Wellness, explains
Interview: Davide Bollati
Liz Terry speaks to the founder of Comfort Zone about the group’s new botanical garden and ongoing commitment to environmentalism
Research: Generation gap
A new consumer study by ISPA uncovers spa-goer preferences and habits across different age groups
Promotional feature: Phytomer
Formulating the ultimate universal product to heal and defend the skin has taken three years of R&D for Phytomer, the French luxury marine skincare brand. The company’s scientific director tells Spa Business about the launch of the groundbreaking Prebioforce serum
Event Report: APSWC Round Table
Industry leaders contribute to APSWC’s third white paper at annual gathering. Catharine Nicol reports from Malaysia
Family spa: Play time
Spa Business takes a look at innovative spa programmes for children and families
Eco spa: Going green
Joanna Roche and Bonnie Baker share their ambitions for the Green Spa Network
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
Innovation of form and function in robes and towels is a vital part of attracting the next generation of wellness consumers. Charmaine T Lang from The Madison Collection explains how her company consistently maintains its successful point of difference
The Bordado Collection is made from an innovative lightweight eco fabric which has
a luxurious feel
Founded in 1999, The Madison Collection – which designs and eco manufactures towels, throws, robes, bath mats and blankets – supplies five-star luxury hotels, resorts and spas in over 50 countries.
Through decades of being at the top end of the market, the company continually develops its offerings to satisfy the most discerning clients, by maintaining high quality and relevance to meet current demands.
Modernising luxury “Design is increasingly important,” explains Lang, “and The Madison Collection continually studies, researches and engages with clients to understand what their customers will prefer, desire and, most importantly, enjoy experiencing.”
The inspiration to create a new genre of robe has been influenced by Lang’s travels and insights into the minds of consumers.
“Culturally and artistically, dancing tango has enhanced my visual sensitivity and intuition,” she says, “The music of the tango has ebb and flow, pause and innuendo – to dance this and dance it well, you must listen closely to the music.
“When you’re invited to dance, you surrender in the intimacy of trust. And that is what I seek – to improve the fabrics that are used close to the skin, so they’re trusted to perform, with subliminal touches that culminate in high performing, yet subtle, modernised textiles and styles.”
The Tuxedo Robe is an example of reimagining a traditional style. “Robes are a strong part of the spa experience and yet their design has remained unchanged for decades,” says Lang. “I envisioned modernising this often overlooked garment with a tuxedo-like shawl collar, rounded edge detailing and as a special signature touch, a breast pocket for the room key,” she explains.
“We’ve also changed the design, the fabric and the finishes for our Bordado Collection with a focus on ‘modernising luxury’ and creating a universal robe, for men and women, transcending generations and appealing to those who are millennial-minded.”
“Upcoming demographics want what they wear to reflect who they are – fresh, light, functional and unique – they’re comfortable in loungewear, yet while wearing it, want to look and feel good”, says Lang.
Thought has also been given to operations: The Madison Collection’s coloured fabrics are bleach-resistant and all fabrics are pre-washed four times before they’re cut and sewn. The lightweight fabrics also have less wash and dry time and use half the storage space – an intelligent environmental benefit.
The new Tuxedo Robe fabric is fade-resistant. In addition, it gives the illusion of thickness without the weight. “Our new weaving technique results in a fabric that appears thick and fluffy and performs like a lush fabric but is also lightweight,” says Lang.
“We’ve previewed the new-look Tuxedo robe and are delighted it’s finding favour with hotel and spa operators around the world.
“It’s important to be aware of ever-changing consumer preferences,” says Lang. “Being style-conscious and environmentally aware transcends generations. Many are seeking smaller spaces in which to live and they feel comfortable with and appreciate products which are compact and eco-conscious.
Environmental and sustainable Although environmental sustainability is a key issue for millennials, in fact, for all generations, this isn’t a new area of focus for the company. The Madison Collection has long held a deep belief in social good and invests in environmental sustainability.
“Our entire factory is naturally powered,” says Lang, “This is done using jet air, fuelled by hydro-power which comes from briquettes made of the waste from the cotton spinning process and purchased waste wood (from re-planted trees) from local furniture factories.
“This exemplifies our commitment to sustainability and aspiration to achieve zero-waste. Our packaging boxes and tape are manufactured from recycled paper, the tape uses flour and water instead of glue, and thinner plastic bags are used to pack our towels, further diminishing the impact on the environment.
“Our water purification plant uses live bacteria to break down dye pigment - no chemicals are used. Once the bacteria has accomplished the task, it’s stored for ten years and then returned to the soil as fertiliser. The water is returned to the river cleaner than when captured – another example of our high commitment to sustainability.”
“Our focus used to be to wrap guests in luxury,” concludes Lang, “The world is changing and experience is the new luxury.
“Our emphasis has evolved to focus on creating products which meet the needs of all generations, while also being good for the environment and operationally sophisticated,” says Lang. “We invite you to experience the new luxury.”
Comfort and sophistication meets loungewear from the Zuuja label
A new product line – just launched – has seen The Madison Collection evolving to meet the loungewear needs of all generations, under its own Zuuja label
This next-generation loungewear range, which has been designed for those who like to look and feel comfortably chic, includes relaxed-fit lounge pants, T-shirts, long-sleeved Ts and harem pants, all made from GOTs certified, 100 per cent organic, Fair Trade pima cotton from Peru.
Zuuja is being embraced as an elevated version of spa uniforms, as well as creating a seamless guest experience from sleeping to wandering to treatment room.
The Madison Collection travelled to Peru to source its GOTS-certified, Fair Trade, organic Pima cotton for the Zuuja collection
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2019 issue 3
Spa Programmes: On the menu
Energy medicine at Six Senses; aroma retreat on Croatia’s Island of Vitality and menopause programming all feature in our spa menu round-up
Top team: Rosewood
Jane Kitchen talks to the wellness team behind Rosewood, and its forward-thinking spa concepts, as CEO Sonia Cheng leads a vigorous global rollout
Everyone’s talking about: CBD
Are CBD treatments and products an unregulated fad, or a serious business proposition? Spa Business investigates
Promotional feature: The Madison Collection
Innovation of form and function in robes and towels is a vital part of attracting the next generation of wellness consumers. Charmaine T Lang from The Madison Collection explains how her company consistently maintains its successful point of difference
Interview: Markus Engel
The CEO of Asia’s Urban Resort Concepts talks to Spa Business about positive disruption in the hospitality and spa sector
Promotional feature: The Wellness
A beautiful pool can be the standout feature that draws new customers. It can also cut your running costs if it’s designed to be sustainable. Mohammed Ibrahim, CEO of The Wellness, explains
Interview: Davide Bollati
Liz Terry speaks to the founder of Comfort Zone about the group’s new botanical garden and ongoing commitment to environmentalism
Research: Generation gap
A new consumer study by ISPA uncovers spa-goer preferences and habits across different age groups
Promotional feature: Phytomer
Formulating the ultimate universal product to heal and defend the skin has taken three years of R&D for Phytomer, the French luxury marine skincare brand. The company’s scientific director tells Spa Business about the launch of the groundbreaking Prebioforce serum
Event Report: APSWC Round Table
Industry leaders contribute to APSWC’s third white paper at annual gathering. Catharine Nicol reports from Malaysia
Family spa: Play time
Spa Business takes a look at innovative spa programmes for children and families
Eco spa: Going green
Joanna Roche and Bonnie Baker share their ambitions for the Green Spa Network
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively
to CLADmag about his mission to spread joy, the power of play, and his bold approach to using
colour (including the colours you won’t see in his work).
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn)
entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials
proposing a large-scale theme park and sports destination as part of a broader tourism and
economic development strategy.
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