If you're a fan of the plush, high-quality towels from Towel City, you already know the joy of wrapping yourself in something that feels both luxurious and refreshingly affordable. They've cornered the market on that classic, cozy feel that turns a daily routine into a small indulgence.
For those who love that blend of comfort, durability, and simple elegance, there are plenty of other fantastic brands that deliver a similar level of spa-like quality for your bathroom. Whether you’re looking for organic materials, modern designs, or true hotel-grade luxury, here are 19 brands worth exploring.
1. Boll & Branch
Boll & Branch is a top pick for anyone prioritizing sustainable luxury. They offer ultra-soft bath towels and robes crafted from 100% organic cotton. Known for their plush, pampering feel and ethical production, they cater to the eco-conscious shopper who doesn't want to compromise on quality.
With prices ranging from $40 to $100, they sit at a slightly higher price point than Towel City but justify it with a steadfast commitment to fair trade and organic materials. If you love Towel City's comfort but wish it came with an eco-friendly story, Boll & Branch is your answer.
Shop now at bollandbranch.com
2. Brooklinen
Brooklinen brings a modern, minimalist vibe to everyday luxury. Their bath collection includes super-plush Turkish cotton towels and robes that are known to be incredibly durable and absorbent. They manage to feel indulgent while maintaining a clean, contemporary aesthetic perfect for any modern home.
Priced between $25 and $80 for a set, Brooklinen is highly competitive with Towel City on affordability and quality. The key difference is the style - Brooklinen leans into a sleeker, more current look, while Towel City sticks to timeless, classic designs.
Shop now at brooklinen.com
3. Parachute
Parachute excels at creating a spa-like experience at home with linens crafted from premium Turkish cotton. Their towels are celebrated for their plush, lofty texture and quick-drying abilities, making them as practical as they are luxurious. The brand's signature minimalist style focuses on a palette of soft, neutral tones that feel effortlessly chic.
Towels are typically priced from $25 to $70, aligning with Towel City's quality-for-value proposition. Parachute stands out with its airy, coastal design philosophy, making it a favorite for those aiming for a serene and modern bathroom oasis.
Shop now at parachutehome.com
4. Coyuchi
For those passionate about organic living, Coyuchi is a dream. The brand specializes in eco-friendly bath linens made from 100% organic natural fibers, offering everything from textured waffle towels to velvety plush options. They are known for their exceptional softness and unwavering commitment to sustainable, responsible production.
Prices range from about $30 to $120. Like Towel City, Coyuchi prioritizes amazing quality and comfort. However, Coyuchi's major differentiator is its organic certifications and earth-first ethos, which appeals to a customer wanting luxury that’s both gentle on the skin and the planet.
Shop now at coyuchi.com
5. Matouk
Matouk is where incredible craftsmanship meets timeless elegance. This brand offers high-end, luxurious bath linens made from the finest Egyptian and Turkish cotton. Known for exquisite detail, such as custom monogramming and scalloped edges, their towels bring a level of refined sophistication to any bathroom.
With towels generally ranging from $50 to $150, Matouk represents a significant step up in luxury compared to Towel City. It's the perfect choice for someone looking to invest in heirloom-quality linens that offer unparalleled softness and durability.
Shop now at matouk.com
6. Frette
Frette is the standard for hotel-grade luxury, supplying fine linens to some of the world's most prestigious hotels for over a century. Their bath collection is synonymous with opulence, featuring incredibly plush towels, robes, and mats distinguished by intricate embroidery and superior yarn density.
As a heritage luxury brand, prices are higher, with towels starting around $80. While Towel City provides accessible plushness, Frette delivers a truly decadent, five-star experience that transforms your bathroom into a luxury suite.
Shop now at frette.com
7. L.L.Bean
L.L.Bean is a go-to for durable, cozy bath essentials built to last. Their towels are designed for dependable, everyday use, known for their classic style and no-fuss functionality. They offer great absorbency and softness that holds up wash after wash, all at a very accessible price point.
Towel prices range from $20 to $50, making them a direct competitor to Towel City in affordability. The vibe is a bit more casual and practical, emphasizing rugged longevity over delicate luxury, perfect for busy family bathrooms.
Shop now at llbean.com
8. The White Company
Hailing from London, The White Company offers beautifully designed, minimalist luxuries primarily in shades of white, grey, and neutral. Their bath linens are made from high-quality cotton that feels wonderfully soft against the skin. Known for understated elegance, their towels are perfect for creating a clean and tranquil bathroom space.
Sitting in the $30 to $100 range, The White Company is similar to Towel City in its focus on simple, timeless style and quality. However, it brings a more boutique, European aesthetic to the table that feels curated and refined.
Shop now at thewhitecompany.com
9. Rituals
Rituals focuses on turning everyday routines into meaningful moments, and their bath collection is no exception. They offer plush, high-quality towels and robes designed to complement their extensive line of bath and body products. The brand ethos is about creating a home spa experience.
Linens are priced from $25 to $80, offering quality and comfort on par with Towel City. What sets Rituals apart is the focus on sensory experience - their products are designed to make you feel calm and pampered, pairing perfectly with their signature scents.
Shop now at rituals.com
10. Crane & Canopy
Crane & Canopy delivers modern, hotel-quality bath linens without the designer markup. Crafted from premium Turkish cotton, their towels are celebrated for being exceptionally plush, absorbent, and beautifully designed. They strike a great balance between sleek, contemporary style and cloud-like softness.
With prices between $30 and $90, Crane & Canopy aligns with Towel City’s commitment to quality at a fair price. They stand out with an emphasis on superior craftsmanship and modern aesthetics for a polished, upscale look.
Shop now at craneandcanopy.com
11. Snowe
Snowe is designed for people who appreciate thoughtful, high-performance home essentials. Their bath collection is made in Portugal from Japanese-milled cotton, resulting in towels that are lightweight, fast-drying, yet incredibly soft. The brand's honeycomb weave is an innovative alternative to traditional terrycloth.
At $30 to $80, their pricing is competitive, but their philosophy is different. Where Towel City offers thick, high-pile terry, Snowe specializes in a more streamlined, engineered approach to luxury that’s perfect for minimalists who value smart design.
Shop now at snowehome.com
12. Frontgate
Frontgate is synonymous with resort-quality luxury for an upscale home. Their bath linens feature extra-thick, plush towels and oversized bath sheets that feel incredibly indulgent. Made from high-quality Egyptian or Turkish cotton, their products are recognized for their durability and "best-in-class" softness.
Their bath towels range from $40 to $150, placing them in a premium category. Frontgate shares Towel City’s dedication to plushness but caters to a high-end customer seeking grand, impressive pieces that make a statement of luxury.
Shop now at frontgate.com
13. West Elm
West Elm’s bath linens are a fantastic blend of modern design, great texture, and eco-conscious materials. You'll find everything from classic plush cotton to trendy ribbed or waffle-weave styles, often in a range of of-the-moment colors. Many of their towels are also Fair Trade Certified and made with organic cotton.
Priced from $20 to $70, they're on par with Towel City for affordability and softness. The main difference is aesthetic: West Elm is an obvious choice for those who want their bath linens to reflect current design trends and a more eclectic style.
Shop now at westelm.com
14. Pottery Barn
A classic for a reason, Pottery Barn offers a wide array of cozy, plush bath towels that feel both high-quality and inviting. They specialize in timeless styles using durable fabrics that are perfect for everything from the kids' bathroom to the primary suite. Their hydrocotton towels are particularly popular for being exceptionally quick-drying and absorbent.
At $20 to $80, Pottery Barn competes directly with Towel City on comfort and price. Their style leans more toward classic American comfort and traditional hominess, making them a reliable choice for families.
Shop now at potterybarn.com
15. Ralph Lauren Home
Ralph Lauren Home brings iconic American preppy style into the bathroom. Their linen collection features luxurious, high-quality cotton towels, often sporting the famous pony logo. The designs are elegant, sophisticated, and embody a heritage-inspired sense of luxury that never goes out of fashion.
With prices from $50 to $150, this is a more design-focused, upscale option. It reflects the same dedication to quality as Towel City but appeals to a customer who wants their everyday essentials elevated with a dose of designer style.
Shop now at ralphlauren.com
16. Lands' End
Lands' End offers incredibly durable and comfortable bath towels and robes that are built to withstand the test of time and countless washes. Known for their practicality and amazing softness, they use quality materials like Supima cotton to create towels that are absorbent and cozy without a high price tag.
Typically priced between $15 and $50, Lands' End is a fantastic budget-friendly alternative. They share Towel City's focus on simple quality and function but with an even stronger emphasis on sheer durability and family-friendly practicality.
Shop now at landsend.com
17. Caldrea
While known for their beautifully scented home cleaning products, Caldrea also offers a select range of luxurious textiles. Their towels are plush and absorbent, designed to elevate the bath experience through both feel and subtle, sophisticated scents derived from natural essential oils. Their quality is on par with other premium linen brands.
Priced from $30 to $90, Caldrea's linens compare well on quality but stand out by adding an aromatic dimension. Similar to Rituals, Caldrea is for shoppers who see bathing as a sensory ritual and want their linens to be part of that immersive experience.
Shop now at caldrea.com
18. Garnet Hill
Garnet Hill champions high-quality, natural fibers, and their bath collection is a testament to that focus. They offer gorgeous towels made from long-staple Egyptian and Supima cotton, prized for superior softness, absorption, and durability. Their selection includes everything from thick, premium terry cloths to elegant jacquard weaves.
With pricing in the $30-$90 range for towels, Garnet Hill shares Towel City's appreciation for lush fabrics. The difference lies in Garnet Hill's broader array of patterns and vibrant colors, offering a more decorative flair alongside its commitment to natural quality.
Shop now at garnethill.com
19. Serena & Lily
Serena & Lily is the go-to for a fresh, coastal-inspired look that feels effortlessly luxurious. Their bath linens are made from premium Turkish cotton and often feature signature details like subtle patterns, textural stripes, and neatly piped edges. Their entire collection is designed to bring a light, airy, resort vibe into your home.
At a more premium price point ($40-$120), Serena & Lily attracts a design-focused customer. While Towel City nails classic, cozy solids, Serena & Lily offers a distinct point of view for those wanting their bathroom to feel like a permanent vacation.
Shop now at serenaandlily.com
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