Why Choose Itsa?

The original and best

The Itsa is THE original go-to luxury beach towel and sunlounger cover that is packed with neat features made famous on TV's Dragons' Den. It folds all your beach essentials away in seconds into a stylish over-the-shoulder beach bag. Everything is to hand, with nothing in the sand! The no-compromise Itsa range guarantees 100% cotton comfort - naturally absorbent and breathable luxury cossets the skin. The Itsa cannot be beaten on luxury so, beware of cheap polyester microfibre copies that can cause irritation to sensitive skin.

Watch how the Itsa transforms...

Comparision of the Itsa products

  The Itsa Glitsa Terry Bitsa
Intro Luxury velour
beach towel
Luxury velour beach towel with added Glitz Great value terry towelling Itsa The most basic Itsa,
it's a bit of an Itsa
Length 84" (213cm)
Width 28" (71cm)
Fabric weight 380gsm 340gsm
Colours Lilac Teal Hot Pink Orange
Lime Green Charcoal Navy Blue Aubergine
Ties to secure to the sun lounger
100% cotton
Material type Plush Velour Terry Towelling
Three pockets on each side
Itsa logo Embossed Embossed and glitzy bag logo
Carry handle
(turns into bag)
Small pouch bag
(no handle)
Separate phone / iPod pocket with wire loops
Foot protector / security pocket Foot protector only
Price £29.99 £34.99 £24.99 £18.99



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


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


Dimensions (Approx): Length 84" x Width 28" (213cm x 71cm).
Material: 100% Cotton 380gsm Terry towelling.


Dimensions (Approx): Length 84" x Width 28" (213cm x 71cm).
Material: 100% Cotton 340gsm Terry towelling.

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."