Avora® Quantum FR Fabrics from Alpha to debut at Heimtextil 2007
November 14, 2006
CHARLOTTE, North Carolina -- Avora® FR and INVISTA have entered the global fabric market by teaming with the Alpha Group in Thailand to produce new fabrications under the Avora® Quantum FR Fabrics brand.
INVISTA, has licensed Alpha Textile Mills, one of the five divisions of Alphatex Industries Co. Ltd of Bangkok, Thailand to produce Avora® Quantum FR fabrics for sale to the contract converter market in the U.S., Asia and Europe, says Suzette McHugh, Avora® FR market manager with INVISTA.
"Up to this point, our Avora® FR contract business has been primarily a U.S. based business, but this will now change," she pointed out. "It's no secret that a presence in Asia is important in the textile business," McHugh explained. "We wanted to find a way to participate in the business by expanding globally. In the U.S., the Avora® FR brand has been dominant, primarily in the print cloth business, but changes in top-of-bed designs and demand for new styles and fabrics highlighted the need to expand into other types of fabrics. We wanted a partner that could supply these types of fabrics, with high quality and an excellent reputation. We are pleased to have formed this relationship with Alpha."
INVISTA's current business involves the direct sale of their manufactured inherent FR fiber, sold to the contract weavers. "Rather than manufacture the fibers and yarns ourselves in Asia, we are now licensing several fiber producers in Asia to produce the FR fiber products that would go into the production of Avora® FR fabrics." INVISTA's move to outsource production of its fiber to Asia through independent third party fiber producers is a growing trend in the textile industry where companies choose to license brands rather than produce the final product on their own.
"We currently produce the Avora® FR fiber in Mexico for the North American market," McHugh said, "but wanted to participate in the global market on a royalty basis by teaming with and licensing the Avora® FR brand to an offshore company that would enhance the brand image, with high quality and beautiful designs, at targeted price points." These fabrics will complement the lines offered by our U.S. manufacturing customers, such as Burlington, Milliken and Copland.
"It did not make economic sense for INVISTA to sell its Avora® FR fibers from Mexico into Asia. Licensing the brand from fiber thru fabric presented a much better opportunity. With the decline of the American manufacturing base, we were limited in our ability to fully expand the brand name via new designs and new products. Teaming with Alpha, who offers such tremendous design capability and versatility in manufacturing, will allow us to pursue this opportunity and rejuvenate the Avora® FR brand." Avora® Quantum FR Fabrics is the name that Alpha will use in this exclusive arrangement for their collections of new novelty contract fabrics. These new collections from Alpha can be seen at Heimtextil in Hall 6, Level 2, Walkway D, Stand 75.
In addition to the Avora® FR brand, INVISTA also owns some of the best known brands in the world including LYCRA®, STAINMASTER®, COOLMAX®, ANTRON® and SUPPLEX®, to name a few.
"We are trying to be proactive instead of reactive in our efforts and we can now give our converter customers something innovative to look at –that still carries the Avora® FR brand that is known for flame resistant performance, safety and reliability." New pricing and styling options not seen before teaming with Alpha will now be available. "Avora® FR drapery, decorative and upholstery fabrics will pass flammability test NFPA-701 in the U.S. and will also pass more stringent European FR standards where required," according to Jim Henderson, R&D manager for INVISTA in Shelby, NC.
"Alpha has a great reputation as a fabric producer. This relationship will enable us to provide our customers with the fabrics they desire, knowing they are high quality and will perform as required," said McHugh. "Our strategy is to ensure brand value for our customers, with reliability, reputation and now with a range of design choices." Alpha currently markets their fabrics throughout Asia, Australia, New Zealand, Middle East and the U.S. Sales to the U.S. are handled by Elliot Steinberg of N.I. Teijin Shoji in New York. Fabric sales outside the U.S. are handled through the Alpha sales agent network.
"We believe the launch of the Avora® Quantum FR fabric line will provide Alpha with a strategic advantage over unbranded competitors in the flame resistant fabric market and will provide INVISTA with a significant global presence in existing and emerging markets."
Additional information about Avora® Quantum FR fabrics from Alpha can be obtained by contacting Suzette McHugh by email at suzette.mchugh@invista.com.
INVISTA, has licensed Alpha Textile Mills, one of the five divisions of Alphatex Industries Co. Ltd of Bangkok, Thailand to produce Avora® Quantum FR fabrics for sale to the contract converter market in the U.S., Asia and Europe, says Suzette McHugh, Avora® FR market manager with INVISTA.
"Up to this point, our Avora® FR contract business has been primarily a U.S. based business, but this will now change," she pointed out. "It's no secret that a presence in Asia is important in the textile business," McHugh explained. "We wanted to find a way to participate in the business by expanding globally. In the U.S., the Avora® FR brand has been dominant, primarily in the print cloth business, but changes in top-of-bed designs and demand for new styles and fabrics highlighted the need to expand into other types of fabrics. We wanted a partner that could supply these types of fabrics, with high quality and an excellent reputation. We are pleased to have formed this relationship with Alpha."
INVISTA's current business involves the direct sale of their manufactured inherent FR fiber, sold to the contract weavers. "Rather than manufacture the fibers and yarns ourselves in Asia, we are now licensing several fiber producers in Asia to produce the FR fiber products that would go into the production of Avora® FR fabrics." INVISTA's move to outsource production of its fiber to Asia through independent third party fiber producers is a growing trend in the textile industry where companies choose to license brands rather than produce the final product on their own.
"We currently produce the Avora® FR fiber in Mexico for the North American market," McHugh said, "but wanted to participate in the global market on a royalty basis by teaming with and licensing the Avora® FR brand to an offshore company that would enhance the brand image, with high quality and beautiful designs, at targeted price points." These fabrics will complement the lines offered by our U.S. manufacturing customers, such as Burlington, Milliken and Copland.
"It did not make economic sense for INVISTA to sell its Avora® FR fibers from Mexico into Asia. Licensing the brand from fiber thru fabric presented a much better opportunity. With the decline of the American manufacturing base, we were limited in our ability to fully expand the brand name via new designs and new products. Teaming with Alpha, who offers such tremendous design capability and versatility in manufacturing, will allow us to pursue this opportunity and rejuvenate the Avora® FR brand." Avora® Quantum FR Fabrics is the name that Alpha will use in this exclusive arrangement for their collections of new novelty contract fabrics. These new collections from Alpha can be seen at Heimtextil in Hall 6, Level 2, Walkway D, Stand 75.
In addition to the Avora® FR brand, INVISTA also owns some of the best known brands in the world including LYCRA®, STAINMASTER®, COOLMAX®, ANTRON® and SUPPLEX®, to name a few.
"We are trying to be proactive instead of reactive in our efforts and we can now give our converter customers something innovative to look at –that still carries the Avora® FR brand that is known for flame resistant performance, safety and reliability." New pricing and styling options not seen before teaming with Alpha will now be available. "Avora® FR drapery, decorative and upholstery fabrics will pass flammability test NFPA-701 in the U.S. and will also pass more stringent European FR standards where required," according to Jim Henderson, R&D manager for INVISTA in Shelby, NC.
"Alpha has a great reputation as a fabric producer. This relationship will enable us to provide our customers with the fabrics they desire, knowing they are high quality and will perform as required," said McHugh. "Our strategy is to ensure brand value for our customers, with reliability, reputation and now with a range of design choices." Alpha currently markets their fabrics throughout Asia, Australia, New Zealand, Middle East and the U.S. Sales to the U.S. are handled by Elliot Steinberg of N.I. Teijin Shoji in New York. Fabric sales outside the U.S. are handled through the Alpha sales agent network.
"We believe the launch of the Avora® Quantum FR fabric line will provide Alpha with a strategic advantage over unbranded competitors in the flame resistant fabric market and will provide INVISTA with a significant global presence in existing and emerging markets."
Additional information about Avora® Quantum FR fabrics from Alpha can be obtained by contacting Suzette McHugh by email at suzette.mchugh@invista.com.
