Luxury Greek textile brand opens store in Greenwich
Pillows made from goose down and the wool of Tibetan camel hair, Egyptian cotton towels and fine silk sheets adorn the plush interior of the new Togas House of Textiles store in downtown Greenwich.
The number of fabrics surpasses what industry expert Paula Davitch said she knew existed before joining the brand as its Greenwich boutique manager.
The century-old company chose Greenwich for its first storefront in the United States, and the luxury brand is now open for business since its soft opening in January with a formal launch planned.
The family-owned company began after the end of World War I with Ilias Togas in southern Greece, according to the company’s history on its website. Its founder first made a name for himself by crafting high-quality uniforms and frock coats for Greek army officers. His marriage to the daughter of an Austrian textile manufacturer in 1942 solidified the birth of Togas House of Textiles.
The company has since grown to 120 boutiques around the world, including in Armenia, Greece, Kazakhstan, Russia and the United Arab Emirates.
The Greenwich store, at 51 E. Putnam Ave., fills the spot formerly occupied by another store with rich family roots, Fontana Bridal Salon, which closed in 2015.
The space has been overhauled to outfit Togas’ breakout appearance in America, and the newly opened store’s team includes Davitch, a Greenwich resident, who was drawn to the brand because of its familial atmosphere and quality products, she said. It also includes Julia Jarray, manager of international business development, who has guided the brand through openings in several countries, and Victoria Ivanova, a designer.
“Welcome home,” the Togas tagline, underlies the company’s strategy from how it designs and crafts textiles to how it interacts with clients and designs its stores, Ivanova said during a store tour.
The front of the store boasts several bedding displays surrounded with floor-to-ceiling built-in racks showing off its range of towels, table linens, bedding, bathrobes and curtains. The fabrics span muted tones to vibrant colors with loud designs. The variety is meant to appeal to “a lot of sensibilities” while being able to “coordinate with each other,” Jarray said.
The back half of the store features walls of textile samples for custom ordering and a place for clients to work with the company’s design team, which offers the gauntlet of services, according to Davitch.
Togas offers products and services for essentially any textile-related home furnishing, but a big focal point throughout its look books and the store are its luxurious curtains.
“Windows are like the eyes of the home,” Ivanova said, and curtains act “like makeup to help make them beautiful.”
The natural fabrics are sent from Italy and hand-designed by Togas’ design team, Davitch said.
According to the company’s website, “Hand-drawn designs are one of the hallmarks at Togas. Every pattern put to paper is inspired by the current fashion and interior design trends, nature, art and culture, always composed with originality in creating something new,” it says. “Each bespoke item crafted either in our studios or in our leading worldwide factories is an exceptional masterpiece, balanced, harmonized and worked to the last detail.”
For more information, visit Togas website at www.togas.com.
MBennett@greenwichtime.com, 203-625-4411; Twitter @Macaela_