Castellano-Beltrame Focuses On Trim Lines
August 7, 2002
Cape Town, South Africa - Castellano-Beltrame is the largest exporter of home textile related products in S. Africa today. The company manufacturers everything for the window except for the fabrics, said Franco Beltrame, president.
Castellano-Beltrame exports trim lines to 62 countries, including the U.S.A., England, Germany, France and the Middle East. The company established a U.S. office in Ft. Lauderdale, Fla., two years ago with Ian Heunis in charge. Around the same time, Viv Hansen was hired as general manager based in East London.
Castellano-Beltrame introduced a hardware line last year, expanding into curtain poles and finials as well as a large size pillow line, which also contains the trim. The piece goods for the pillows are purchased locally. "We think the fabric business has been over-fished while the trim business has much more potential for us," Beltrame said. "The hardware and pillow business is designed to drive our trim business," he said.
Though the company does not sell fabrics except where they augment its trimming business, Castellano-Beltrame, does represent the fabric lines of Robert Allen and Luciano Marcato in South Africa.
"We are very careful where we distribute Castellano-Beltrame throughout the world. If every jobber has your line, it loses its exclusivity. We work with our customers'' brand - not our own."
Claudia Heywood, Franco''s daughter, runs the decorator business in South Africa out of showrooms in Cape Town and Johannesburg. She works with decorators who specify trimming in various local projects, especially hotels. Beltrame''s father-in-law (whose surname was Castellano), started the original firm in 1965. When Beltrame joined the firm through marriage, his name was added. F&FI
Castellano-Beltrame exports trim lines to 62 countries, including the U.S.A., England, Germany, France and the Middle East. The company established a U.S. office in Ft. Lauderdale, Fla., two years ago with Ian Heunis in charge. Around the same time, Viv Hansen was hired as general manager based in East London.
Castellano-Beltrame introduced a hardware line last year, expanding into curtain poles and finials as well as a large size pillow line, which also contains the trim. The piece goods for the pillows are purchased locally. "We think the fabric business has been over-fished while the trim business has much more potential for us," Beltrame said. "The hardware and pillow business is designed to drive our trim business," he said.
Though the company does not sell fabrics except where they augment its trimming business, Castellano-Beltrame, does represent the fabric lines of Robert Allen and Luciano Marcato in South Africa.
"We are very careful where we distribute Castellano-Beltrame throughout the world. If every jobber has your line, it loses its exclusivity. We work with our customers'' brand - not our own."
Claudia Heywood, Franco''s daughter, runs the decorator business in South Africa out of showrooms in Cape Town and Johannesburg. She works with decorators who specify trimming in various local projects, especially hotels. Beltrame''s father-in-law (whose surname was Castellano), started the original firm in 1965. When Beltrame joined the firm through marriage, his name was added. F&FI