Shopping for towels probably isn't the most exciting thing on your to-do list, but finding the right set can transform your bathroom into a personal sanctuary. Hotman knows this well, dominating the quiet luxury space with incredibly plush, absorbent towels that give you that five-star hotel feeling without ever leaving home.
Their premium materials and minimalist, modern designs make them a top choice for anyone looking to invest in a little everyday indulgence. If you love that soft, spa-like experience and are on the hunt for similar brands, here are 16 others that deliver on quality, comfort, and style.
1. Boll & Branch
Boll & Branch is synonymous with ethically produced, unbelievably soft home essentials. Their organic cotton bath towels are no exception, offering a plush, absorbent feel that rivals any luxury brand. With a minimalist and classic aesthetic, these towels blend seamlessly into modern bathrooms while standing out for their commitment to Fair Trade practices.
Prices typically range from $30 to $60 for a bath towel. Like Hotman, they prioritize premium quality and softness, but their main differentiator is a deep commitment to organic certification and supply chain transparency, so you can feel good about your purchase.
Shop now at bollandbranch.com
2. Parachute
Parachute delivers the perfect blend of modern style and supreme function with its towels crafted from long-staple Turkish cotton. They are known for their incredibly plush feel and quick-drying absorbency, making them a practical yet luxurious choice for everyday use. Their clean, simple aesthetic is perfect for anyone seeking a minimalist vibe.
Priced similarly to Hotman, with bath towels around $35 to $70, Parachute offers comparable high-end quality. What sets them apart is their streamlined direct-to-consumer model and a distinct West Coast-inspired, laid-back luxury feel.
Shop now at parachutehome.com
3. Frette
If you're looking for true European luxury, Frette is a legendary Italian brand that has been crafting high-end linens for over a century. Their towels are made from the finest Egyptian and Turkish cottons, distinguished by their lavish softness and elegant designs, which often include intricate embroidery and refined textures.
While commanding a higher price point, often over $70 per towel, Frette shares Hotman's commitment to creating an indulgent experience. Frette's old-world heritage and bespoke options are what truly make it stand out, offering unparalleled opulence for discerning bathrooms.
Shop now at frette.com
4. Ritz-Carlton
Bring the iconic luxury hotel experience home with towels from The Ritz-Carlton's official retail collection. Designed for ultimate comfort and durability, their bath linens are woven from high-quality Egyptian cotton to replicate the plushness guests know and love. Their style is all about classic elegance and timeless designs.
With prices ranging from $50-$80, these towels offer a similar level of luxury to Hotman. However, the Ritz-Carlton collection is defined by its branded, five-star hotel legacy, promising consistent, proven quality and a touch of vacation-level indulgence.
Shop now at ritzcarlton.com
5. Coyuchi
Coyuchi is a pioneer in organic, eco-friendly home textiles. Their bath towels are crafted from 100% organic Turkish cotton, making them a great choice for those who want softness and sustainability in one. The brand's aesthetic is natural and earthy, featuring serene, muted tones and subtle, organic textures.
Priced between $35 and $60, Coyuchi matches Hotman's quality while appealing to the eco-conscious consumer. Their key differentiator is their unwavering commitment to GOTS-certified organic materials and earth-friendly practices, perfect for a relaxed and mindful home.
Shop now at coyuchi.com
6. Matouk
Matouk offers meticulously handcrafted towels that feel just as luxurious as they look. Made from the best Egyptian cotton, their collections are known for exceptional softness, durability, and classic design. They elevate simple towels with scalloped edges, elegant piping, or sophisticated monogramming.
Positioned at a higher price point of $50 to $100 per towel, Matouk shares Hotman's dedication to quality. The difference lies in its artisanal approach, Matouk’s American-made products represent a legacy of craftsmanship perfect for those personalizing a traditional or transitional bathroom.
Shop now at matouk.com
7. Lands' End
For durable quality and accessible luxury, Lands’ End is a fantastic option. Their popular Turkish cotton towels are praised for being wonderfully plush and long-lasting without a sky-high price tag. The brand offers a wide range of colors and classic designs perfect for family bathrooms.
Ranging from just $20 to $50, Lands' End towels are more budget-friendly than Hotman but still deliver impressive softness and absorbency. They are the ideal choice for anyone seeking high-value, everyday luxury that withstands the test of time and countless washes.
Shop now at landsend.com
8. The White Company
This UK-based brand is a master of understated luxury and timeless style. The White Company specializes in creating serene, high-quality home goods in a palette of whites, neutrals, and soft grays. Their bath towels are exceptionally soft and absorbent, featuring simple but elegant textures that enhance any bathroom.
Priced from $40 to $80, their towels are on par with Hotman in quality and aesthetic. Where they differ slightly is their focus on a clean, cohesive, and calming look across their entire collection, making it easy to create a sophisticated, spa-like retreat.
Shop now at thewhitecompany.com
9. Sferra
Sferra is an icon in the luxury linen world, known for its exquisite Italian craftsmanship and use of the finest materials available. Their towels are made with long-staple Egyptian cotton, offering a decadently soft and heavyweight feel. Elegant textures and meticulous detailing define their timeless designs.
Falling in the $70 to $150 range, Sferra is a step up in luxury compared to Hotman. The brand distinguishes itself with its heritage-driven, artisanal approach, making its towels a true investment in heirloom quality and durability for your home.
Shop now at sferra.com
10. Kassatex
Kassatex designs sophisticated bath linens that bring boutique hotel luxury into the home. Using high-quality Egyptian and Turkish cottons, their towels feature a plush, velvety softness and superior absorbency. The designs are often contemporary, playing with unique weaves and textures like waffle or jacquard patterns.
Priced between $30 and $70, Kassatex aligns well with Hotman on quality and feel. Their edge comes from a slightly more trend-forward design perspective, offering modern aesthetics that perfectly complement bathroom decor updates.
Shop now at kassatex.com
11. Romo
Known for its sophisticated eye for interior textiles, Romo extends its expertise to luxurious towels. Their collections are crafted from high-quality cotton with a focus on elegant textures and subtle, decorative patterns. Romo strikes a balance between timeless luxury and modern design sensibilities.
As a premium option, towels typically range from $50 to $100. Hotman fans will appreciate the superior quality, but Romo sets itself apart with its decorative details and unique textural finishes that feel custom-designed for a stylish home.
Shop now at romohome.com
12. Snowe
Snowe is designed for modern living, offering high-quality essentials without unnecessary frills. Their minimalist bath linens are made from innovative, soft Turkish cotton that is lightweight yet super absorbent and quick to dry. The aesthetic is sleek, understated, and built to look good anywhere.
With towels priced from $40 to $70, Snowe is comparable to Hotman in quality but distinct in its focus on functional elegance. If you value innovative materials and a simple, durable design made for everyday use, Snowe is a brand to check out.
Shop now at snowehome.com
13. Bloomingdale’s (Private Label)
Don't overlook the incredible quality of Bloomingdale’s private label collections. They offer a range of luxury towels made from premium Turkish or Egyptian cotton, designed to bring a touch of upscale department store style to your bathroom. Think plush textures, sophisticated colors, and timeless jacquard patterns.
Sitting in the $40-$80 price range, these towels compete directly with Hotman on luxury and softness. With Bloomingdale's keen eye for style, you get elegant, trendy, and classic options all in one place, backed by a trusted retailer.
Shop now at bloomingdales.com
14. Linum
Linum is a boutique brand that shines with its artisanal, handcrafted approach to luxury linens. Their towels, made from high-quality cotton and linen blends, are known for their unique textures, subtle patterns, and exceptional softness. This is a brand for those who appreciate detailed craftsmanship and natural fibers.
On the higher end, from $60 to $120, Linum offers premium materials like Hotman but stands out with a sophisticated-bohemian vibe. Their towels feel more like curated pieces, adding a touch of relaxed elegance and personality to a bathroom.
Shop now at linum.com
15. Crate & Barrel
A go-to for modern home furnishings, Crate & Barrel also offers excellent premium towel collections. Made from soft and durable Turkish cotton, their towels strike a great balance between cozy luxury and everyday practicality. You can always find a range of contemporary colors and patterns to match your decor.
Thanks to their accessible price range of $20 to $50, Crate & Barrel is a more affordable alternative to Hotman. They deliver a similarly plush and stylish feel, making them a versatile choice for anyone on a budget who doesn't want to compromise on quality.
Shop now at crateandbarrel.com
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