There's nothing quite like the feeling of stepping out of the shower and wrapping yourself in a truly luxurious towel. If you've ever experienced the ultra-plush, spa-quality linens from Graccioza, you know exactly what that feels like. Their towels combine sophisticated design with premium Egyptian cotton, turning a simple daily routine into a moment of pure indulgence.
For those who love Graccioza's refined aesthetic, exceptional softness, and eco-conscious approach, there are other incredible brands out there creating equally amazing bath linens. Here are 18 similar brands to explore for your next bathroom upgrade.
1. Frette
Dating back to 1860, Frette is a legendary name in luxury linens, supplying some of the world's most prestigious hotels. Their bath towels and robes are crafted from the finest Egyptian and Turkish cottons, known for their heirloom quality and timeless elegance. Frette's aesthetic leans toward classic, refined luxury, often featuring subtle jacquard patterns and elegant piped edges.
While Graccioza has a more modern, minimalist feel, Frette offers a taste of traditional, old-world luxury. Prices line up in the premium category, typically ranging from $40 to $200 per towel, but for that, you get a piece with incredible heritage and quality that is built to last for years.
Shop now at frette.com
2. Sferra
Another Italian heritage brand, Sferra is known for its meticulous craftsmanship and use of the finest Egyptian cotton fibers. Their bath linens are incredibly soft, durable, and exude an air of understated elegance that feels both classic and current. They're especially known for their Bello towels, which are a favorite among designers for their perfect weight and absorbency.
Like Graccioza, Sferra delivers that high-end, spa-like experience at home with a focus on quality over flashy designs. Sferra often presents a more traditional, refined look compared to Graccioza's clean-lined modernity, making it perfect for anyone creating a timeless, sophisticated bathroom sanctuary.
Shop now at sferra.com
3. Matouk
Matouk masterfully blends classic American style with luxurious European fabrics. This family-owned brand is famous for its long-staple cotton towels and robes that are plush, absorbent, and beautifully finished with signature details like subtle piping or scallop edges. Their Milagro towel is a fan-favorite, beloved for its light-yet-fluffy feel.
Compared to Graccioza, Matouk offers a slightly more decorative and traditional aesthetic, with options for beautiful monograms that add a personal touch. If you appreciate Graccioza’s quality but want a hint of classic American design and customization, Matouk is a perfect fit.
Shop now at matouk.com
4. Abyss & Habidecor
Hailing from Portugal like Graccioza, Abyss & Habidecor is celebrated for two things: vibrant color and unparalleled quality. Their towels are made from premium Giza Egyptian cotton, making them exceptionally soft, absorbent, and durable. The brand isn't afraid to go bold, offering towels in dozens of rich, saturated hues.
While both brands share a Portuguese heritage and a commitment to quality, Abyss & Habidecor is the place to go if you want to make a statement. If Graccioza is the sound of a quiet spa, Abyss & Habidecor is a joyful burst of personality without sacrificing an ounce of luxury.
Shop now at abysshabidecor.com
5. Missoni Home
For those who believe linens should be as fashionable as outerwear, Missoni Home is the ultimate choice. The iconic Italian fashion house brings its signature chevron prints, vibrant zigzags, and bold color palettes to the bathroom. Made from premium cotton, their towels and robes are instantly recognizable statement pieces.
While Graccioza’s vibe is serene and minimalist, Missoni is eclectic, daring, and full of energy. If you love superior quality textiles but want to infuse your space with designer flair and a pop of pattern, Missoni’s luxurious and artistic approach is unmatched.
Shop now at missoni.com
6. Boll & Branch
If ethical production is as important to you as softness, Boll & Branch is your brand. They are famous for their 100% organic cotton linens, from bedding to bath towels, that are Fair Trade certified. Their Spa Towels are plush, airy, and designed for exceptional absorbency, wrapping you in guilt-free comfort.
Both Boll & Branch and Graccioza share a commitment to sustainability and high-quality materials. The core difference lies in aesthetics, Boll & Branch has a simpler, more 'farmhouse modern' coziness, whereas Graccioza leans more sleek and sophisticated. For eco-conscious shoppers, Boll & Branch is a top contender.
Shop now at bollandbranch.com
7. The White Company
The White Company has built a beloved brand around timeless, high-quality products primarily in white, grey, and neutral tones. Their luxury Turkish and Egyptian cotton towels are fantastically soft and fluffy, designed to bring a touch of hotel-style sophistication to your everyday. Look for their Hydrocotton towels, which feature low-twist technology for maximum fluffiness.
Like Graccioza, they offer an understated and elegant aesthetic, perfect for creating a calm, serene bathroom. The White Company focuses on accessible luxury with a very cohesive, minimalist style, making it easy to create a polished and put-together look effortlessly.
Shop now at thewhitecompany.com
8. Kassatex
Kassatex bridges the gap between modern design and spa-quality comfort. They offer a huge variety of bath linens, from Egyptian cotton towels with unique textures to beautiful linen guest towels and cozy robes. Their collections range from minimalist solids to contemporary patterns, offering something for almost any style.
Kassatex provides a similar level of quality and price point to Graccioza but dials up the variety in terms of design. If you like to explore different textures - like waffle weaves, checkerboard patterns, or ribbed designs - without straying from a sophisticated color palette, Kassatex has incredible options.
Shop now at kassatex.com
9. Rivièra Maison
Rivièra Maison exudes a warm, rustic-meets-coastal vibe that feels both comfortable and aspirational. This lifestyle brand from the Netherlands offers high-quality cotton towels often featuring subtle mottling, classic stripes, or embroidered text that reflects their relaxed, inviting aesthetic. Their look is less slick than Graccioza and more about creating a cozy, lived-in luxury feel.
If you're drawn to Graccioza's quality but prefer a style that’s more Hamptons beach house than urban spa, Rivièra Maison's approachable and sophisticated linens are a wonderful choice. They excel at making everyday life feel a little more special and scenic.
Shop now at rivieramaison.com
10. Linum
This Swedish brand specializes in tactile, versatile home textiles designed with a Scandinavian sensibility. Linum's towels and bathrobes showcase a love for natural materials, subtle textures, and earthy color palettes. They often blend cotton and linen for a finish that is both absorbent and unique to the touch, feeling artisanal and well-crafted.
Linum shares Graccioza's commitment to quality materials and a certain minimalist elegance. However, their aesthetic is more rustic and rooted in Scandinavian design traditions. If you love a textural, natural look that feels both timeless and grounded, Linum is worth exploring.
Shop now at linum.se
11. Parachute
Parachute has become a household name for modern, minimalist home essentials that feel effortlessly luxurious. Their Turkish cotton towels are Oeko-Tex certified and known for their exceptional softness and absorbency, available in Classic, Waffle, and Speckled Terry weaves. The vibe is laid-back California cool with a focus on neutral, earth-inspired palettes.
Parachute and Graccioza both champion a clean, contemporary aesthetic and premium materials. However, Parachute’s style is more relaxed and casual, while Graccioza presents a more refined, polished look. At a slightly more accessible price point, Parachute is perfect for achieving everyday luxury.
Shop now at parachutehome.com
12. Brooklinen
Famous for their "internet-famous" bedding, Brooklinen brings the same direct-to-consumer quality and value to their bath linens. Their Super-Plush towels are a bestseller for a reason: they are incredibly thick, soft, and feel like something you'd find in a high-end hotel. Made from 100% Turkish cotton, they offer serious bang for your buck.
While Graccioza focuses on sleek, Euro-centric designs, Brooklinen has a more accessible and playful vibe, often releasing limited-edition colors and patterns. If you want maximum fluffiness and absorption at a competitive price, their towel bundles are hard to beat.
Shop now at brooklinen.com
13. Coyuchi
Coyuchi is a pioneer in organic and sustainable home textiles. For over 30 years, they’ve been crafting gorgeous, nature-inspired pieces from 100% organic cotton that is GOTS certified. Their towels, particularly the Cloud Loom and Temescal Organic collections, are prized for their unique textures and serene, earthy color palettes.
Similar to Graccioza, Coyuchi is an eco-conscious brand that never sacrifices luxury. Coyuchi’s aesthetic, however, is decidedly more rustic, coastal, and relaxed. They are the go-to for anyone wanting linens that feel as good for the planet as they do on your skin.
Shop now at coyuchi.com
14. Riley Home
Another brand creating luxury textiles in Portugal, Riley Home shares a similar provenance with Graccioza. They focus on delivering premium, Oeko-Tex certified linens directly to consumers. Their Spa Towels are thick and plush, made from 100% long-staple Egyptian cotton for a truly decadent feel after a bath or shower.
Riley Home is very comparable to Graccioza in its commitment to high-quality materials and European craftsmanship. Their style is clean and contemporary, perhaps with a slightly younger, more preppy edge, especially with their options for bright, modern piping and monogramming fonts.
Shop now at rileyhome.com
15. Frontgate
Frontgate is synonymous with grand, high-performance home goods, and their Resort Cotton Bath Towels are legendary. These are not just towels, they are oversized, incredibly dense, and plush bath sheets known for their durability and luxurious weight. They are designed to stand up to frequent washing while retaining their superior softness.
The key differentiator here is size and substance. While Graccioza linens are sophisticated and plush, Frontgate's resort towels are substantial powerhouses designed for ultimate absorbency and a truly enveloping experience. This is the brand for those who think bigger is definitely better.
Shop now at frontgate.com
16. Crane & Canopy
While often celebrated for their smartly designed bedding, Crane & Canopy's bath essentials are not to be overlooked. They create Turkish cotton towels that are soft, fluffy, and absorbent, often featuring elegant details like subtle patterned borders or scalloped edges. Their price point offers excellent value for the level of design and quality.
Very similar to Matouk, Crane & Canopy offers a modern-classic look that feels thoughtful and polished. Their bath linens provide a level of detailing and style that elevates them above the basics, making them a great alternative for someone who loves Graccioza's quality but seeks a slightly more feminine or decorative touch.
Shop now at craneandcanopy.com
17. Pottery Barn
Pottery Barn is a trusted name in home furnishings, and their premium bath towel collections hold their own against luxury specialty brands. Their Hydrocotton towels, crafted in Turkey using an advanced weaving process, are exceptionally thirsty and quick-drying, making them a practical yet luxurious choice. They're also available in a wide range of colors and can be monogrammed.
Pottery Barn is more accessible than Graccioza and offers a classic American aesthetic. For those looking for proven quality, durability, and a huge selection of colors without the boutique designer price tag, Pottery Barn’s premium lines are a consistently reliable option.
Shop now at potterybarn.com
18. Williams Sonoma Home
While known for their impeccable kitchenware, Williams Sonoma Home extends that curatorial eye to luxury bath linens. Their Chambers Hydrocotton towels and robes are mainstays, known for their quick-drying absorbency and plush feel. They often feature classic designs inspired by five-star hotel textiles, emphasizing pure comfort and quality construction.
Williams Sonoma Home provides a similar hotel-inspired luxury found in brands like Frette or Sferra, with a focus on timeless appeal. It's a fantastic choice for those who love Graccioza's premium experience but appreciate the trust and reliability of shopping with an established high-end brand.
Shop now at williams-sonoma.com
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