Did you see Richard Branson on the X Factor last night? The female under 25 contestants went to Richard's private Necker Island, and he helped Natalie Imbruglia narrow the playing field.

So why is Eureco talking about this? What's the link between Eureco and Richard Branson?

Sir Richard is just another happy Eureco customer...

When Branson is cruising around the Caribbean, he uses his $30 million superyacht the Necker Belle for transport.

The Necker Belle is kitted out with Eureco's plush bamboo towels. When the boat was undergoing a refit last year, Eureco was approached to supply the towels, because they fit the criteria for being both eco and luxurious.

“Sustainable materials where used everywhere possible during the refit of the Necker Belle. It was difficult to find an eco-friendly collection of towels that also met our requirements for 6 star total luxury. We were absolutely thrilled when we found Eureco’s collection of luxury bamboo bath towels. 6 months on, they get so much use, they are still lovely and soft and they still look absolutely beautiful.” ~Suzanne Tobin – Chief Stewardess – Necker Belle.

The Necker Belle is used by Branson all over the world, and is chartered by guests at Virgin Limited Edition, Sir Richard Branson’s collection of award-winning retreats in the Caribbean.

To top it all off, the Necker Belle won the Best Refitted Yacht at the World Superyacht Awards 2010

We've found this video of the yacht in action, as seen on Oprah.

Could that be a Eureco bamboo towel laid out in the cabin? Or maybe just a throw...