ASSA ABLOY LEVEL Launches Premium Cotton Beach Towels – Comfort & Security for Your Seaside Escape

NEW HAVEN, CT – October 26, 2023 – ASSA ABLOY LEVEL LLC, known for its innovative approach to access solutions and material science, today announced a surprising, yet delightful, expansion into lifestyle products with the launch of its new line of premium cotton beach towels. While traditionally focused on security and opening solutions, the team at LEVEL recognized a gap in the market for genuinely comfortable, durable, and high-quality beach essentials – applying their materials expertise to a whole new arena. “People might be thinking, 'ASSA ABLOY making beach towels?'” laughs Sarah Miller, Head of Product Diversification at ASSA ABLOY LEVEL. “And yeah, it's a bit different! But really, it’s about applying our core strength – understanding materials and making things better – to something everyone enjoys. We obsess over making doors secure; we figured we could obsess over making beach days more comfortable.” From Door Security to Seaside Comfort: The LEVEL Difference ASSA ABLOY LEVEL is a leading provider of access control solutions, specializing in high-performance electromechanical locks and related hardware. They are a part of the global ASSA ABLOY Group, a world leader in access solutions. Their focus has always been on robust engineering and quality materials. This expertise naturally translated to the design and development of their new beach towel line. “We started thinking about what makes a great beach towel,” explains David Chen, Lead Materials Scientist on the project. “It's not just about being soft. It’s about how quickly it dries, how well it absorbs water, how long it lasts through countless washes, and how comfortable it is to lie on. We wanted to create something that genuinely elevates the beach experience.” What Makes LEVEL’s Cotton Beach Towels Stand Out? The new towels aren’t just about a name brand putting its logo on something. LEVEL took a deep dive into textile science. Here's what sets them apart: Ultra-Absorbent, Long-Staple Cotton: Forget thin, scratchy towels. LEVEL uses premium, long-staple cotton, known for its superior absorbency and softness. This means these towels soak up water quickly, keeping you dry and comfortable. “We sourced cotton specifically for its ability to really hold water. A good beach towel needs to be a workhorse,” says Chen. Fast-Drying Construction: Nobody wants a damp, heavy towel clinging to them all day. LEVEL’s towels are engineered with a unique weaving pattern that promotes airflow, allowing them to dry significantly faster than standard beach towels. “We ran a ton of tests, looking at different weaves and fiber arrangements. We wanted a towel that doesn't stay soggy for hours,” explains Miller. Durable & Long-Lasting: Beach towels take a beating. Saltwater, sand, sun, chlorine… they all take a toll. LEVEL’s towels are built to withstand repeated washing and exposure to the elements. “We used reinforced stitching and high-quality dyes to ensure these towels will last for seasons to come,” says Chen. “We didn’t want a towel that falls apart after a few washes.” Generous Size & Comfortable Weight: At a spacious 30" x 60", these towels offer plenty of room to lounge and relax. They're large enough to comfortably cover a beach chair or lay out on the sand. The weight is substantial enough to feel luxurious, without being overly heavy. Stylish Designs: Forget boring, plain towels. LEVEL offers a range of vibrant colors and modern designs to suit every taste. From classic stripes to bold geometric patterns, there's a towel to match your beach style. Sand-Repellent Technology (select models): LEVEL even incorporated a special weave in some models that actively repels sand! “We know how annoying it is to shake sand off a towel. We wanted to make that a little easier,” says Miller with a laugh. More Than Just a Towel – It’s a LEVEL Experience ASSA ABLOY LEVEL isn't just selling towels; they're selling a more comfortable and enjoyable beach experience. They see it as an extension of their commitment to quality and innovation. “We’re a company that prides itself on solving problems and making life a little easier,” says Miller. “While our core business is access solutions, we believe in applying our expertise to different areas. And what's more enjoyable than a relaxing day at the beach?” Availability & Pricing LEVEL’s premium cotton beach towels are available for purchase now on the company’s website (www.assaabloylevel.com/beach) and through select retailers. Prices range from $39.99 to $59.99, depending on the style and features. About ASSA ABLOY LEVEL LLC ASSA ABLOY LEVEL LLC, located in New Haven, Connecticut, is a leading provider of access control solutions. As part of the global ASSA ABLOY Group, they are dedicated to creating innovative and reliable products that enhance security, convenience, and peace of mind. They are committed to using the highest quality materials and applying cutting-edge engineering to deliver exceptional performance. For more information, visit www.assaabloylevel.com.