If you're a fan of the plush, premium feel of Towel Bazaar, you already know the joy of wrapping yourself in a truly luxurious towel. The brand strikes that perfect balance between hotel-quality comfort, durable craftsmanship, and a price that feels like a worthwhile investment in your everyday routine.
But the world of high-quality bath linens is vast and full of amazing options. For those who love Towel Bazaar's classic, elegant vibe and want to explore similar brands, we've rounded up a list of alternatives worth checking out for your next bathroom refresh.
1. Frette
If you’ve ever wanted to bring the five-star hotel spa experience home, Frette is where you start. This is ultra-luxury territory, with linens crafted from the finest Egyptian cotton for a silky, refined softness. Their designs are sophisticated and often feature subtle embroidery or bespoke monogram options.
While Frette shares Towel Bazaar's focus on elegance and durability, it sits at a much higher price point, with individual towels often ranging from $50 to $200. It's the ultimate upgrade for those looking to invest in heirloom-quality bath linens that feel truly opulent.
Shop now at frette.com
2. Matouk
Matouk is a name synonymous with luxury linens. Specializing in products made from high-quality Egyptian cotton, their towels have a distinctly soft, velvety feel that’s perfect for pampering. The designs are contemporary and sophisticated, often featuring elegant finishes and textures that elevate any bathroom.
Like Towel Bazaar, Matouk puts a heavy emphasis on quality and lasting comfort. Think of them as a more upscale cousin, with a slightly more modern aesthetic and towels priced from $40 to $150.
Shop now at matouk.com
3. Boll & Branch
For those who want luxury with a clear conscience, Boll & Branch is a standout. This direct-to-consumer brand is celebrated for its sustainable, 100% organic cotton bath linens that are incredibly soft and ethically made. Their towels are plush, highly absorbent, and produced with fair-trade practices, appealing to the eco-conscious shopper.
Boll & Branch offers a quality level on par with Towel Bazaar but sets itself apart with a powerful commitment to sustainability and transparency. With a clean, modern aesthetic and prices in the $30 to $80 range, it’s a brilliant choice for guilt-free luxury.
Shop now at bollandbranch.com
4. Brooklinen
Brooklinen has made a name for itself by offering high-quality home essentials directly to consumers, and their towels are no exception. Made from plush Turkish cotton, they’re known for their impressive absorbency, durability, and a clean, modern style that fits seamlessly into most homes.
Brooklinen strikes a similar balance of luxury and affordability as Towel Bazaar, with towels typically priced between $20 and $70. They are a go-to for shoppers who want dependable, stylish linens that deliver serious everyday comfort.
Shop now at brooklinen.com
5. Parachute
Parachute excels at premium, minimalist home goods. Their bath linens, crafted from fine Turkish and Egyptian cotton, are ultra-soft, highly absorbent, and feature a simple, modern look perfect for a contemporary aesthetic. You'll find everything from classic plush towels to lighter waffle weaves.
Think of Parachute as the slightly more minimalist cousin to Towel Bazaar. The quality and price point are very comparable (around $24 to $70 per towel), but Parachute’s aesthetic leans more towards a relaxed, California-cool vibe.
Shop now at parachutehome.com
6. Ralph Lauren Home
For a dose of timeless, American classic style, Ralph Lauren Home is unrivaled. Their bath linens are made from fine cotton, offering plushness and high absorbency with that signature preppy elegance. You’ll often find them with subtle embroidery or monogramming options for a personalized, polished look.
While both brands value quality, Ralph Lauren caters to a more upscale market that prioritizes traditional design and heritage branding, with towel prices typically ranging from $50 to $150.
Shop now at ralphlauren.com
7. Kassatex
Kassatex brings hotel-grade luxury into the home with bath linens made from premium materials like Egyptian cotton. Their products are loved for their velvety softness, excellent durability, and elegant design touches, such as subtle borders or textures.
Similar to Towel Bazaar's focus on quality, Kassatex delivers a sophisticated, spa-like experience. Their style leans slightly more classic, a perfect fit for a traditional bathroom refresh, with prices around $30 to $100.
Shop now at kassatex.com
8. Coyuchi
Coyuchi leads the way in organic, eco-friendly linens. Their bath collection is crafted from materials like GOTS-certified organic cotton and linen, colored with natural dyes. The result is towels that are not only ultra-soft and absorbent but also kind to the planet.
Coyuchi is the go-to for those who love Towel Bazaar's quality but prioritize natural materials and sustainability above all else. Their natural, earthy aesthetic is distinctive, with prices ranging from $40 to $120.
Shop now at coyuchi.com
9. Restoration Hardware
Restoration Hardware (RH) is synonymous with oversized, opulent luxury. Their bath linens are crafted from the finest Turkish and Egyptian cottons, creating towels that are incredibly plush, weighty, and seriously indulgent. The aesthetic is grand and sophisticated, aiming to create a lavish sanctuary in your bathroom.
RH’s products are aimed squarely at the high-end market, with prices often starting at $70 and going well over $200. This is the choice for those who want to make a bold, luxurious statement.
Shop now at rh.com
10. West Elm
A go-to for modern home decor, West Elm offers a fantastic selection of stylish bath linens. Many of their towels are made from organic cotton and feature contemporary designs, from subtle textures to modern color-blocking. They are known for their responsible sourcing and on-trend color palettes.
West Elm shares an accessible luxury price point with Towel Bazaar, with most towels falling in the $20 to $50 range. The main difference lies in style, where Towel Bazaar is classic and elegant, West Elm is distinctly modern and design-forward.
Shop now at westelm.com
11. Sferra
Sferra is an iconic name in high-end luxury textiles, offering meticulously handcrafted bath towels made from premium Egyptian cotton. Their brand is built on exceptional softness, impressive durability, and elegant, understated Italian design. They focus on turning daily rituals into a spa-like indulgence.
Catering to a discerning luxury market, Sferra's towels are a significant step up in price, typically from $70 to $200. It’s a brand for those who appreciate heritage craftsmanship and timeless, pristine style.
Shop now at sferra.com
12. Peach & Palm
If you find classic white towels a bit boring, Peach & Palm is here to add a splash of personality. They offer plush, high-quality bath linens made from Turkish cotton but stand out with their vibrant colors and modern, playful patterns. Their towels are just as absorbent and durable as more traditional options.
With an accessible price range of $20 to $60, Peach & Palm is an affordable way to infuse your bathroom with some fun and style while still getting an absorbent, luxurious feel.
Shop now at peachandpalm.com
13. The White Company
As the name suggests, The White Company specializes in elegant, chic home goods in a palette of whites, neutrals, and soft greys. Their bath linens are crafted from soft, high-quality cotton, offering a classic, clean look. They’re plush, absorbent, and perfect for creating a serene, hotel-like bathroom aesthetic.
Priced between $30 and $100, The White Company offers a level of understated luxury very similar to Towel Bazaar, making it a great alternative for anyone who loves a timeless, sophisticated, and minimalist vibe.
Shop now at thewhitecompany.com
14. Hugo Boss Home
Reflecting the main fashion line's modern aesthetic, Hugo Boss Home offers upscale bath linens with a sleek, contemporary edge. Made from premium Egyptian cotton, their towels are soft, durable, and usually feature subtle branding or minimalist design details. They bring a sophisticated, masculine touch to bathroom decor.
Hugo Boss provides a similar tier of quality as more established linen brands but with a fashion-forward style. Expect luxury prices, typically from $50 to $150 per piece.
Shop now at hugoboss.com
15. Crate & Barrel
Crate & Barrel is a reliable source for well-made, stylish home goods, and their bath collection is extensive. You’ll find plush towels crafted from high-quality Turkish and Egyptian cottons in a host of modern colors and textures. They offer durable, stylish linens that consistently get rave reviews.
Within a similar price range as Towel Bazaar ($20 to $80), Crate & Barrel is a perfect destination for shoppers wanting to feel different options in person and find reliable pieces to elevate their bathroom.
Shop now at crateandbarrel.com
16. Pottery Barn
Pottery Barn is a classic for a reason. Their bath linens are known for offering everyday luxury with a cozy, traditional American aesthetic. Made from premium Turkish cotton, their towels are consistently plush, absorbent, and durable. They also offer great options for monogramming.
At a similar price point to Towel Bazaar ($20 to $70), Pottery Barn is an excellent choice for a family home, providing comfort and timeless design that you can count on for years.
Shop now at potterybarn.com
17. L.L.Bean
Built for comfort and legendary longevity, L.L.Bean’s bath towels are a no-fuss option for reliable quality. Made from soft, absorbent cotton like their popular Egyptian Cotton Towels, they are known for holding up incredibly well to years of washing. The style is classic, simple, and functional.
Priced affordably from just $20 to $50, L.L.Bean offers unbeatable value for anyone prioritizing durability and performance over trend-driven design. It's a pragmatic luxury that lasts.
Shop now at llbean.com
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