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Aug 18

Questions We All Have: Why Are Towels So Expensive?

It doesn’t matter if you’re a maximalist or minimalist, traditional or contemporary: Everyone has a huge stack of bath towels in their home.

At Apartment Therapy, we take shopping for towels very seriously. The right one, perfectly plush and absorbent, can transform your bathroom into an at-home spa. And, depending on the color or pattern, add some stylish flair to your space.

“People don’t always think of towels as a luxury, but if you’ve ever stepped out of the shower and wrapped yourself in a fluffy, cloud-like, preferably oversized towel or robe, you know the truth,” says Andres Modak, co-founder of direct-to-consumer company Snowe. “A luxury towel is one that surprises you with its softness every time you touch it, which means one that gets softer over time, with every wash.”

But have you ever noticed how expensive they can be? While some stores like Target and JCPenney sell ’em for a few dollars each, other companies price their towels well into the triple digits.

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