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Is the Customer Ready to Pay More?

19 November 2025 Lifestyle

Russian brands are actively developing premium product lines. What drives this trend, and why is it relevant not only for fashion but for the entire premium-consumption market?

As consumers increasingly value quality, authenticity, and uniqueness, local brands respond with a new philosophy of premium: carefully crafted items, attention to detail, limited productions, and exclusivity supported by honest storytelling and customer care.

Key elements that define the premium segment include the use of high-grade natural materials, artisanal craftsmanship, original design solutions, and personalized service. This shift is taking place against the backdrop of rising prices and a fashion-industry reset, where quality outweighs quantity.

Importantly, premium lines in the Russian mass market are not just about higher prices. They offer customers a special atmosphere, personalized services, exclusive events, and a sense of belonging to a community of connoisseurs — creating long-term loyalty and justifying the investment in premium goods.

When is a buyer willing to consciously pay more?

Different groups respond differently: from discerning consumers who seek uniqueness and longevity, to those choosing premium items for special occasions or as a subtle reinforcement of status. Ultimately, the value lies not in the “premium” label but in genuine quality, thoughtful design, and consistency with the brand’s philosophy.

Launching such lines often sparks discussions about what truly justifies a high price: marketing or real quality and meaning. One thing is clear — today’s consumer is more demanding and no longer accepts empty luxury without substance.

Our experience

In the premium home-textile segment, we observe similar trends. Our Casa Lusso collections unite traditional Turkish craftsmanship with modern technologies. Natural materials and thoughtful design create an atmosphere of slow luxury our audience appreciates. This approach turns an item into part of an emotional and aesthetic experience — something increasingly valued across all premium segments.

Thus, premium lines in Russian brands are not a format or marketing trick but a response to a new level of consumer expectations — “less but better,” infused with exclusivity and attention. This is undoubtedly a step toward the evolution of both the fashion industry and the broader premium lifestyle.

Casa Lusso at HomeTextile × HomeDesign — 21–23 October 2025

15 October 2025 News

Casa Lusso will exhibit at HomeTextile × HomeDesign on 21–23 October 2025 at Crocus Expo, Moscow.

We invite you to visit the ERTEKS Kadife Tekstil San. ve Tic. Ltd. booth, where premium Turkish-made collections will be on show. Refined textures and tones, impeccable tailoring—everything created to set the mood of your home.

Venue: Moscow, Crocus Expo, Pavilion 2, Hall 11, Stand 11, B61.

You can obtain a free ticket on the exhibition website.

Casa Lusso at the Biflex Business Breakfast

24 September 2025 News

Экспозиция Каса Луссо на бизнес-завтраке

On September 16, the annual Biflex Business Breakfast took place at the legendary Metropol Hotel in Moscow, traditionally serving as a platform for dialogue among professionals in the HoReCa industry.

The discussions focused on key topics: how hotels can remain technologically advanced, safe, and efficient, while also creating a distinctive atmosphere for their guests. Industry experts shared insights on sustainable practices, innovative solutions, and fresh ideas.

Hospitality market in Russia

The hospitality segment in Russia is reaching a new level: without implementing high service standards and ensuring the efficiency of every aspect of operations, it is impossible to remain competitive.

Casa Lusso exhibition

Guests of the breakfast had the opportunity to experience samples from the Casa Lusso collection. We were especially delighted by the genuine response: Casa Lusso textiles sparked interest and received high praise for their quality and design. In addition to creating home collections, we are actively developing our hospitality line. We share the philosophy of hospitality, where every detail contributes to the overall impression.

Atmosphere and dialogue

Warm feedback and the keen interest of participants confirmed that our chosen path — combining innovation with traditional quality — is valued by the professional community. Such events inspire us to move forward, fueled by shared ideas and strengthened partnerships.

Looking ahead

The event’s organizer, Biflex, is a pioneer in the hospitality industry, developing forward-thinking solutions and shaping trends in hotel textiles. Casa Lusso collections hold a special place in this sphere, where premium design, comfort, and durability come together in a refined whole.

No More Compromises With Sleep: The Price Is Too High

14 September 2025 Lifestyle

Sleep cleanses the brain

Scientists have long known that sleep is essential for forming long-term memory. But now we know it is just as important for… cleansing. At night, a unique process begins — the circulation of cerebrospinal fluid, which washes away metabolic waste from brain tissues.

Slow, rhythmic cleansing waves resemble ocean tides. They carry away the “debris” beyond the brain’s borders. Invisible yet vital, this process safeguards mental health.

When sleep is disrupted, this cleansing slows down. Even a single sleepless night leaves a trace: the balance cannot be restored the next day.

The Cost of Sleep Deprivation

Chronic sleep loss gradually reshapes the brain, reducing gray matter in areas responsible for memory and emotions. This explains why fatigue so quickly turns into irritability, and later into more serious consequences.

Sleep is not a pause but an active physiological process. To neglect it is to shorten the future.

Connection with the Future

Sleep defines not only how you feel in the morning, but also how your memory will work in ten years.

Quality sleep is one of the few ways we can slow down brain aging.

And it brings us to a simple truth: the environment we create today shapes the tomorrow we will live in.

A Space for Rest

Science emphasizes: not only the duration of sleep matters, but also its quality — how deeply recovery mechanisms are activated.

The bedroom is like a laboratory: it sets the framework for this process. Atmosphere, lighting, sound, and the texture of surrounding objects — all either support the brain in its nightly work, or interfere with it.

Every detail matters:

Colors that soothe rather than excite. Materials that feel like an extension of nature.
The absence of irritants — from glare to synthetic fabrics.
Perception begins not with thought, but with touch.

Perception begins not with thought, but with touch. The first impression of safety triggers the body’s relaxation response. That is why the bedroom should be designed with attention to detail: not for outer beauty, but for inner peace.

Casa Lusso Philosophy

In the bedroom, everything serves one purpose — allowing the body to slow down and the mind to cleanse itself.

Fabric quality becomes part of this silence: it does not distract, it does not demand attention — it simply works in the background, like music felt by the nervous system rather than heard by the ears.

Casa Lusso creates such solutions for the home — where details make restoration possible.

Research

A Paravascular Pathway Facilitates CSF Flow Through the Brain Parenchyma and the Clearance of Interstitial Solutes, Including Amyloid β – 2012 https://www.science.org/doi/10.1126/scitranslmed.3003748
Sleep Drives Metabolite Clearance from the Adult Brain – 2013 https://www.science.org/doi/10.1126/science.1241224
Coupled electrophysiological, hemodynamic, and cerebrospinal fluid oscillations in human sleep – 2019 https://www.science.org/doi/10.1126/science.aax5440
Sleep deprivation impairs molecular clearance from the human brain – 2021 https://pubmed.ncbi.nlm.nih.gov/33829232/

Cotton: Turkish vs Egyptian

11 September 2025 Reviews

Turkey ranks fourth in the world in cotton exports, and this is no coincidence. Favorable climate, centuries-old traditions of raw material cultivation and advanced processing technologies make Turkish textiles one of the most popular among connoisseurs of quality products.

Cotton by region: unique characteristics

Cukurova (Adana) is the heart of Turkish cotton growing. This region is famous for its high-quality cotton raw materials with an optimal balance of softness and strength. It is here that cotton is grown for most Turkish industries.
Southeastern Anatolia (Elazig, Malatya, Igdir) is an area with a hot climate. Local varieties are distinguished by high density and wear resistance.
Aegean region (Aydin, Manisa, Balikesir) – here they grow especially soft cotton, which is valued for its tenderness and silkiness.

Egyptian and Turkish cotton: what is the difference?

Egyptian and Turkish are two premium varieties that are often compared to each other. Both have outstanding characteristics, but they also have differences.

Fiber length

Egyptian cotton (Giza 45, Giza 86, Giza 94) has a fiber length of 36-45 mm (one of the longest-fibered in the world).

The fiber length of Turkish cotton (Aegean, Cukurova) is 32-38 mm (shorter than Egyptian, but also belongs to the premium class).

The longer the fiber, the thinner, stronger and silkier the fabric. Egyptian cotton is slightly thinner, and Turkish is softer and fluffier, great for towels, robes and blankets.

Texture of the material

Fabrics made of Egyptian cotton, such as mako satin, are smooth, silky, with a slight noble sheen. Long and thin fibers allow you to create a material with a very large number of threads. It is used to sew luxury bed linen.

Turkish cotton is more voluminous, with a pronounced texture. Fabrics made from it are less smooth, but softer to the touch.

Consumer qualities

Egyptian cotton is denser, practically does not roll, serves for decades.

Turkish cotton absorbs moisture well and also releases it well. Products made from it will dry faster, which is important for terry towels and robes

Price and prestige

Egyptian cotton is more expensive due to limited production (grown only in the Nile Valley). Associated with the luxury segment.

Turkish cotton is more common and more affordable. The leader in the production of home textiles with an optimal price / quality ratio

Aegean cotton: the elite among Turkish varieties

If Turkish cotton is premium, then Aegean cotton is its luxury category. Grown in the fertile valleys of Aydin, Manisa and Balikesir, it has a special softness and airiness.

What is unique about Aegean cotton?

It is softer and more delicate to the touch than cotton from other regions of Turkey.
Ideal for terry – creates a fluffy but elastic texture.
It has increased absorbency – is perfect for the production of premium terry textiles.

It is from this raw material that the Casa Lusso Opus collection was created – the standard of luxury in everyday textiles. Opus terry robes, towels and foot mats are made of 100% Aegean cotton – the softest and fluffiest in Turkey.

High density – products remain fluffy for a long time.
Ideal hygroscopicity – towels absorb a large amount of moisture and dry quickly.
Luxurious shades – noble colors that do not lose intensity over time.

Casa Lusso Opus is premium Turkish cotton that gives you a SPA experience every day. Choose the best!

Interior Design Trends

11 September 2025 Lifestyle

Interior trends 2025: harmony of nature, luxury, and technology

The year 2025 brings new accents to interior design: naturalness, tactile luxury, and conscious comfort. The focus is on earthy tones, sustainable materials, and the layering of textiles, which become a key element of coziness.

Natural colors and textures: a return to origins

Modern interiors gravitate toward calm yet expressive palettes – moss green, stone gray, noble neutrals, and warm beige. These shades create a sense of stability and serenity, particularly valuable in today’s dynamic lifestyle.

Tactile luxury: why premium textiles are the new must-have

Discerning buyers value not only visual aesthetics but also the way things feel. Natural fabrics such as cotton, linen, and cashmere are true investments in daily comfort.

Layering and individuality

Today’s interiors are all about playing with textures. A throw is no longer just functional, but a statement piece. It can be combined with cushions, blankets, and rugs to create a layered yet harmonious style.

Casa Lusso bedcovers – a synthesis of trends, quality and conscious living

Casa Lusso Boone from the Colourfull Bedcover collection embody these trends. Their deep, noble shades (green, gray) and premium textures reflect sophistication, while natural materials deliver tactile comfort. More than décor, they bring a sense of natural harmony, visually warming the space and adding depth and refinement.

Produced at Erteks – a high-tech manufacturer blending traditional craftsmanship with innovation – these throws embody density, softness, and durability. Casa Lusso textiles maintain their premium look even with daily use, preserving form and texture over time.

Boone by Casa Lusso – A Universal Accent:

In the bedroom – adds warmth and a sense of completeness.
In the living room – creates a stylish fireplace nook or lounge area.
In a country house – emphasizes the connection with nature.

Why Casa Lusso is the choice of those who value more than beauty

For thoughtful buyers, Casa Lusso is not just about textiles, but about a lifestyle philosophy where every detail works toward harmony and joy.

On-trend: natural colors, textures, sustainability.
Technology-driven: durability and premium quality.
Emotionally resonant: comfort and a sense of security.

Casa Lusso: A style you can feel.

The Aesthetics of Self-Care

11 September 2025 Lifestyle

Home is the space where we restore our energy, find inspiration, and feel secure. Every detail matters in shaping this atmosphere: soft light, delicate scents, and textiles that envelop us in warmth and care.

Bathrobes and towels we use daily are more than mere convenience. The quality of terry fabrics directly shapes the overall sense of comfort.

In the photo – the Casa Lusso Colourfull collection. Distinguished by serene tones and refined design, its premium terry cloth enhances the daily ritual of enjoying life.

Premium quality for everyday use

When choosing home textiles, attention should be paid to material and its properties. Products made of 100% Turkish cotton offer dense yet soft terry:

they retain their tenderness over time, as fibers do not stiffen;
they preserve shape and color even after numerous washes;
they are produced with safe, hypoallergenic dyes, especially important for sensitive skin.

The manufacturer behind Casa Lusso is Erteks, one of Turkey’s leading textile producers, ensuring uncompromising quality at every stage – from raw cotton selection to the final stitch.

Colourfull: shades that shape the mood

The right palette can transform the atmosphere of a home. The Colourfull collection features gentle yet expressive tones:

Winter White – purity and freshness, perfect for an energizing morning or an evening release from stress and fatigue.
Moonbeam – luminous gray that evokes the intimacy of moonlight.
Slate – noble, deep blue-gray that lends elegance to interiors.

These colors align with contemporary design trends – natural tones, Scandinavian aesthetics, minimalism – and combine effortlessly with one another.

Design that works for you

Thoughtful details turn textiles from functional essentials into sources of delight:

Chappy bathrobes are accented with a distinctive collar that sets them apart from mass-market styles.
Terry towels feature optimal density and are finished with a designer border matching the robes.
Maize bath mats combine high density with excellent absorbency. Their dual textures – central and framed zones separated by a fine line – give a monochrome mat a multidimensional look worthy of elite bathrooms.

These are pieces that reflect refined taste.

A wellness approach: textiles as part of self-care

Research confirms: touch influences stress levels. A soft robe after a shower, a fluffy towel, or a warm bath mat underfoot – these small yet essential pleasures elevate daily life.

An investment in quality of life

The Casa Lusso Colourfull collection brings spa rituals into the home, and much more:

Time-saving – no need to replace often; textiles serve for years.
Emotional value – daily moments of joy.
A style statement – quality visible from the very first touch.

Your personal spa corner – a way to feel good every single day.