Compare bath towels from Sheridan, Bed Bath N’ Table, Big W, Target, Kmart and Adairs on their softness, durability, absorbency, ease of cleaning, value for money and overall satisfaction.
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* Overall satisfaction is an individual rating and not a combined total of all ratings. By default, brands with equal overall satisfaction ratings are sorted by the mean overall satisfaction score as rated by consumers. You can click the arrows at the top of any column in the table to sort by the results in that column. ^ By clicking on a brand or ‘details’ button, you will leave Canstar Blue and be taken to our referral partner to compare. You agree that Canstar Blue’s terms and conditions apply to this referral. If you click on a brand that our referral partner does not cover, you will be taken to a brand page on Canstar Blue. Canstar Blue research finalised in June 2020, published in June 2020.
Aussies have rated Sheridan best for bath towels, awarding the brand five stars for softness, durability, absorbency and overall satisfaction.
Sheridan rated ‘towel-tally’ awesome in bath towel review
It’s one of life’s simple pleasures. Wrapping yourself in a sumptuously soft towel after a relaxing bath or shower. While any standard towel will do the job to dry you off, a great towel offers you more. Think rich textiles, superior softness, and super-fast absorbency. But, how do you choose which towel is best for you? Whether we’re talking about premium Egyptian cotton, eco-friendly bamboo blends, or pure cotton bath towels, your options are endless.
It’s no wonder 42% of our survey respondents have tried multiple brands of towels, while nearly a fifth (18%) wish they’d purchased better quality ones. But, before you throw in the towel on bath towels, let us help you.
Canstar Blue conducted a consumer review whereby more than 700 Australian adults were asked to rate the bath towels they’ve purchased and used (including hand towels and face towels) in the last two years, based on the softness, durability, absorbency, ease of clean, value for money and overall satisfaction. Brands which received the minimum required survey sample size (of 30 responses) are featured in our results.
Sheridan landed the title of the best brand for bath towels after Aussies gave it a full endorsement for overall satisfaction and the majority of categories surveyed.
Best Bath Towels
Here are the best bath towels in Australia, as rated by consumers in Canstar Blue’s 2020 review:
Bed Bath N’ Table
Sheridan was the only brand to score a five-star review for overall satisfaction, as well as softness, durability, absorbency and ease of clean. However, it received only three stars on value for money. It was Kmart that picked up the top gong for best bang for your buck, scoring the only five stars on value, but ultimately landed on four stars for overall satisfaction, alongside Bed Bath N’ Table, Big W and Target. Adairs bottomed out with three stars for overall satisfaction.
Sheridan has been renowned in Australian as a luxury brand for all things bedding, bath, homewares and loungewear, for over 50 years. If you’re looking to deck out your bathroom, you’ll find plenty of on-trend bath mats, bathrobes, baby and bath towels to choose from.
The brand offers a wide selection of premium bath towels made of quality weaves and textures, at various price points to suit all budgets. Sheridan’s Luxury Retreat collection features a range of 100% Turkish cotton towels which sell for about $25 each. Separately, the Luxury Egyptian collection offers ring-spun Egyptian cotton yarns, with prices starting from around $20. However, the Living Textures Towel collection is probably the most popular of the bunch, thanks to its pure cotton towels created with quick-drying Hygro technology, which sell for only $14.95 each.
Sheridan was rated best for bath towels after notching up the only five-star rating for overall satisfaction and in most categories, except value for money where it finished on three stars.
Bed Bath N’ Table
Bed Bath N’ Table is your destination for all things bedding, homewares and bathroom, including apparel and tableware. For the bathroom, you can find bath sheets, washers, hand towels and bath towels in a variety of different textures and fibers, including Egyptian cotton, bamboo blends, plus pure cotton. Bed Bath N’ Table has its core towel range available all year round under the Morgan & Finch label and seasonal towels each year for a limited time. Prices start from just $15.95 for simple cotton bath towels and reach up to $49.95 for Egyptian cotton products.
Bed Bath N’ Table achieved a four-star streak across the board.
Big W doesn’t go big on bath towels. The retailer’s flagship ‘House & Home’ range features a small selection of Egyptian combed cotton towels and towels woven from pure cotton in assorted colours and prints. Prices start from only $6 for plain bath towels and cap at $25 for four-piece towel sets. There’s also bath mats, wraps and washers available. Big W also stocks terry bath cloths and kids’ hooded bath wraps in various animal characters in the K-D range.
Big W received four stars for value for money, ease of clean and overall satisfaction.
Target stocks a limited range of bath linen, including face washers, hand towels, bath towels, bath sheets and other accessories at different price points. Prices range from $12 for basic cotton towels, up to $20 for premium Egyptian cotton options. The retailer’s Supima towels are made with combed Supima cotton (680 GSM) which has extra-long staple fibers, which are softer and more durable at the same time. Target also has a range of Egyptian cotton bath towels available in neutral colours and its Grandeur bath towel made with 600GSM extra-thick combed cotton.
Target was rated four stars for value for money and overall satisfaction, but landed on three stars in the remaining categories.
Kmart has a great selection of coordinated bath sheets, towels, face washers, mats, bath and hand towels to score on the cheap. Prices for face washers start from as little as $2.25, hand towels start at $4.50 and bath towels from $12. Kmart’s range of bath towels only includes cotton and polyester options, in neutral and seasonal colours and prints. There’s also an organic cotton bath towel option for just $20.
Kmart was the only brand to score five stars on value for money and landed on four stars for ease of clean and overall.
Adairs is another leading retailer for bedroom and bathroom linen, homewares and furniture. For the bathroom, cast your eyes to the Home Republic and Mercer + Reid range. There, you’ll find a somewhat small but elegant selection of mats, hand towels, bath sheets, face washers, hair wraps and bath towels, in different cotton and bamboo blends. Prices start from $29.99 for Quick Dry towels and go up to $49.99 for bamboo towel separates.
Adairs received four stars for softness, but rounded out the results on three stars overall.
What is GSM?
‘GSM’ is to towels what thread count is to bed sheets. It stands for Grams Per Square Meter (GSM) and is simply a standard measure of the density of a towel. In a nutshell, the higher the GSM, the heavier and more absorbent the towel will be, and by extension the more it’s likely to cost, too. The GSM scale ranges from 300 up to 900. Anything over 400 GSM is considered medium-weight and anything above 620 GSM is usually heavier and the sort of towels you’ll find at day spas or luxury hotels.
Which bath towels should I buy?
You’ll want to find towels that are soft to touch and feel, with the right texture, colour and style to complement your bathroom aesthetics. However, fabric type is probably the most important of all considerations, as an indication of how well it will absorb moisture on the body. Most bath towels are made of different types of cotton, which will vary in softness, absorbency, durability. Here are the main fabrics you’ll find in stores:
Bamboo: These types of towels are made from a blend of bamboo and cotton. These are typically lush, supple, super absorbent, and color-fast. Bamboo is naturally antibacterial and mildew-resistant.
Egyptian or Turkish cotton: This is primo fabric, deemed to be the highest-quality cotton, due to its extra-long and highly absorbent fibers. Egyptian and Turkish cotton bath towels are softer, nicer and more durable, than regular cotton options. They’re usually a go-to, although typically cost more.
Supima cotton: This cotton makes for high-quality bath towels, thanks to its long fibers which are soft and absorbent.
Organic cotton: These towels are woven from cotton produced without chemical fertilisers, or pesticides.
Lastly, value is obviously important. Bath towels are an everyday essential, which means you’ll want to strike the right balance between quality and price. Our survey found that Aussies generally spend about $30 on new bath towels, so keep this price point in mind when shopping and use our review to compare brands and find the sweet spot.
Canstar Blue surveyed more than 3,000 Australian adults across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from customers within the survey group who have purchased and used a new bath, hand or face towel (excluding beach towels and tea towels) in the last two years– in this case, 730 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.