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The Itsa

Original Luxury Velour Beach Towel

The original Itsa beach towel as seen on BBC’s Dragons’ Den. This quality sunlounger cover and beach towel will make you the envy of holiday makers around the world. The Itsa holds all your beach accessories and folds into a stylish carry bag. Now you can relax in the ultimate luxury with a pocket for everything - the Itsa has no equal.

• 100% Cotton velour - natural luxury
• 6 side organiser pockets
• Smartphone/iPod pocket with loops
• Security pocket & foot protector
• Ties securely to sunlounger
• Converts to carry bag with handle

Colours: Coral pink beach towel Ocean blue sunlounger cover Passion purple smart beach towel Turquoise luxury beach towel Stars and stripes beach towel

Itsa Highlights

Converts to bag with handle

Converts to bag with handle

The original Itsa beach towel actually starts as a bag for all your beach essentials. Super soft and wide shoulder strap / carry handle.

Towel with side pockets

6 side pockets

Keep all your bits out of the sand! Pockets for suncream, water bottles, books, sunglasses - there's a pocket for everything!

Towel with security pocket

Security pocket

The zippered security pocket cleverly hides away your valuables from unwanted attention - relax and enjoy your time on the beach!

towel ties to sunlounger

Ties to sunlounger

The strong built in ties will protect your Itsa from the wind, and unwanted movement when finding your perfect position on the lounger.

Foot protector

Foot protector

We all know how painful sunburn to your feet or ankles can be! The Ista has a special fold back flap to shelter feet from the sun.

Towel for smartphone

Smartphone/iPod pocket with earphone loops

Don't get in a tangle! The built-in headphone loops not only keep your wires out of the sand but guide the music to you ears!

Available colours

Itsa beach towel in Coral Pink

Coral Pink

Itsa beach towel in Ocean Blue

Ocean Blue

Itsa beach towel in Passion Purple

Passion Purple

Itsa beach towel in Turquoise


Stars and Stripes Beach Towel

Stars & Stripes



Dimensions (Approx): Length 84" x Width 28" (213cm x 71cm).
Material: 100% Cotton 380gsm luxury grade velour with embossed logo.

Luxury Velour Towel Dimensions

Daily Mail

"We love this Itsa sunlounger cover that folds up to become a handy beach bag! It’s a great accessory for your holiday this year, and has pockets for organising essentials such as sun lotion, books and your iPod. There’s even a zipped pocket for your valuables. The Itsa come in a variety of designs and fabulous colours..."

OK Magazine

"If you’re jetting off for some winter sun this Christmas, we’ve found the ideal beach accessory – the Itsa! Beloved by Charlotte Church and Isabella Hervey, the Itsa is a bag that turns into a beach towel – complete with pockets for your book and suntan lotions."

British Invention Show

"At the British Invention Show at Alexandra Palace The “itsa” scooped the Double Gold Award for Best International Innovative Product in the leisure category 2006 beating over 120 other finalists."

This Morning

"We love this... ‘itsa’ have designed this bag that starts as a beach bag, you pull it out of the bag and it opens up, place on the sun lounger, tie it to the legs of the sunbed, and it will then act as a towel but it also has 6 side pockets to store all your bits including a secret one to store valuables. We think it is a great buy for this summer."

Daily Express

"Is it a towel? Well, it’s both called Itsa. And sure to be a hit with sun worshippers – the beach towel doubles up as a bag and a sunlounger cover. After using it to carry your sunbathing gear to the beach, it unfolds into a lounger towel, complete with ties, a side pocket and feet protector. It even has a hidden zipped pocket for valuables when you go for a dip."

The Observer

"The Itsa is a new beach towel that doubles up as a bag, so you don’t have to trek to the beach with a rucksack or lose your stuff in the sand."

Evening Standard

"Bag a smart beach towel. Itsa has a nifty bit of kit to take with you to the beach (or garden). The company’s multifunctional beach towel can be used as a bag before unwrapping it and draping it over a sun bed. As a bag, this clever item has handy pockets for essentials, loops for headphones and a secret zipped compartment for precious things, you can choose from seven vibrant colours."

Mayfair Life

"Itsa… everything... For a beach essential this summer try the ITSA multifunctional beach towel that doubles up as a bag! The bag folds out to provide a fully fitted towel for your lounger, complete with pockets, feet protector, headphone loops and a hidden zipped pocket for your valuables. Perfect for first class lounging and available in seven different colours to suit your bikini."

Lux Tripper

"The Itsa is an amazing invention that takes the simple idea of a beach towel to a whole new level. It's a beach bag, sun lounger towel and storage space all in one. The plush material starts off as a simple looking beach bag before it unfolds to become the most efficient sun lounger towel you have ever seen… This really is an invaluable item for your trip to the beach."