The new brand, formerly known in the UK as Danica, will bring an extensive range of textiles onto the market, which have been specifically chosen to complement the existing Rushbrookes textiles ranges from Dexam

Now Designs is a brand of Canadian-owned textile design specialist Danica. Over the last 40 year Now Designs has established itself as a market leader in the housewares industry in North America, as well as exporting to over 40 countries.

It offers a wide range of kitchen textiles including adult and children's aprons, oven gloves and tea towel, plus a range of quality coordinating tea towels and dishcloths.

Dexam managing director Roger Morgan-Grenville said that the initial response from retailers had been "phenomenal". He added: "We are already looking at significantly expanding the selection in 2010 and adding tablecloths, tablemats, napkins and mugs."