Deltracon Wants Better Visibility of Brand At Consumer Level
January 17, 2003
Ingelmunster, Belgium - Linen weaver Deltracon has criticized Europe's flax industry for not getting the Masters of Linen brand recognized further downstream.
The company's owner, Rudy Delchambre, Belgium's Manager of the Year, said the creation of the West European linen quality label was a good idea but has not been fully exploited.
''We try to stimulate our customers to use the Masters of Linen logo on their collections,'' he said. ''But it is really only applied at the trade end, with little visibility at the consumer level.
''We're disappointed that the branding has not filtered downstream. It's a good label but we must get it further down the chain. CELC, the European confederation of flax and hemp, has a lot more work to do.''
Deltracon was founded in 1990 initially as a converter of high quality furnishing fabrics for curtains, upholstery and decoration. In 1995, the company bought its first four looms and in 1999 acquired another Belgian weaving mill with 14 weaving machines. Additional investments in 2000 and 2001 have lead to a modern production facility of 24 dobby and jacquard looms with almost 30 employees.
Some 15-20 percent of woven fabric production is outsourced for added flexibility. The product range is completed with trimmings, tiebacks and embroidery. Deltracon's annual sales are around $4 million with 90 percent of production exported to some 50 countries. Main markets are the U.S. with 25 percent of sales, and Europe with 65 percent, especially Germany, Italy, the U.K. and the Netherlands.
''The U.S. market held up well in 2001, although 2002 was more difficult,'' Delchambre admitted. ''But we have still been able to sell a lot of new ranges. After Decosit, several of our customers have made new collections for Heimtextil and other shows, which gives U.S. some hope for the future.
''Business is not that bad for U.S. compared with many volume-oriented jacquard weavers. In 2002, we have been able to maintain the same sales level as 2000, which was a top year - not a bad result in view of the current economic situation.''
Delchambre said linen has done well over the past few years and is still in fashion. ''Concepts that started at the high end have filtered down to the middle level,'' he added. ''This year, many middle-end wholesalers are trying to upgrade by adding linen to their collections.
''Linen is now more accepted than it used to be. We see this trend continuing. In addition, fabric finishers have studied new methods and can now offer some degree of crease resistance as well as softer finishes, even for heavy cloths.''
Delchambre said it is extremely important for small companies to invest in product development and to be creative and flexible. ''Wholesalers need new products but they are becoming more selective,'' he continued. ''Many other jacquard weavers are using polyester warps or cotton wefts and producing similar fabrics.
''Customers want something new but not necessarily visually complicated. Over the past couple of years we have sold plain fabrics but with small details.'' He added that the company tries to make technically complicated products that are difficult to copy with regard to weave structures, yarn types and color range.
Deltracon won Decosit Awards in 1997 and 1999 for best new fabric development, a Belgian Royal Export Award in 2000, and in 2002 Delchambre and wife Katelijne Vercruysse were named as Managers of the Year for small and medium-sized companies in Belgium.
''We started very small and we are still a small company operating in a niche market,'' Delchambre said. ''In 1994, we doubled sales. From 1995-1998, turnover grew by 30 percent a year, by 15 percent in 1999 and by 10 percent in 2000. Can we develop further? Yes, we can, but in a controlled way.
''The company will grow when the economy improves, either in 2003 or, more probably, 2004. Some wholesalers - our customers - are making new collections, but others are being very prudent, which is a danger sign.
''For U.S. industry, there is not a lot more we can do. We have to continue to invest in new product development and creativity and to offer good service to customers,'' he said.
''In the end, the only factor that will be important is service - provided, of course, you have high quality products that people are willing to buy. But if you cannot deliver in time, that will be a problem.
''We do see potential for more growth, but we would have to invest in more machinery and people. I'm concerned that we may lose some of the reasons for our success. The choice, it seems, is either to be small, flexible and creative, or big with a limited range and large volumes.'' F&FI
The company's owner, Rudy Delchambre, Belgium's Manager of the Year, said the creation of the West European linen quality label was a good idea but has not been fully exploited.
''We try to stimulate our customers to use the Masters of Linen logo on their collections,'' he said. ''But it is really only applied at the trade end, with little visibility at the consumer level.
''We're disappointed that the branding has not filtered downstream. It's a good label but we must get it further down the chain. CELC, the European confederation of flax and hemp, has a lot more work to do.''
Deltracon was founded in 1990 initially as a converter of high quality furnishing fabrics for curtains, upholstery and decoration. In 1995, the company bought its first four looms and in 1999 acquired another Belgian weaving mill with 14 weaving machines. Additional investments in 2000 and 2001 have lead to a modern production facility of 24 dobby and jacquard looms with almost 30 employees.
Some 15-20 percent of woven fabric production is outsourced for added flexibility. The product range is completed with trimmings, tiebacks and embroidery. Deltracon's annual sales are around $4 million with 90 percent of production exported to some 50 countries. Main markets are the U.S. with 25 percent of sales, and Europe with 65 percent, especially Germany, Italy, the U.K. and the Netherlands.
''The U.S. market held up well in 2001, although 2002 was more difficult,'' Delchambre admitted. ''But we have still been able to sell a lot of new ranges. After Decosit, several of our customers have made new collections for Heimtextil and other shows, which gives U.S. some hope for the future.
''Business is not that bad for U.S. compared with many volume-oriented jacquard weavers. In 2002, we have been able to maintain the same sales level as 2000, which was a top year - not a bad result in view of the current economic situation.''
Delchambre said linen has done well over the past few years and is still in fashion. ''Concepts that started at the high end have filtered down to the middle level,'' he added. ''This year, many middle-end wholesalers are trying to upgrade by adding linen to their collections.
''Linen is now more accepted than it used to be. We see this trend continuing. In addition, fabric finishers have studied new methods and can now offer some degree of crease resistance as well as softer finishes, even for heavy cloths.''
Delchambre said it is extremely important for small companies to invest in product development and to be creative and flexible. ''Wholesalers need new products but they are becoming more selective,'' he continued. ''Many other jacquard weavers are using polyester warps or cotton wefts and producing similar fabrics.
''Customers want something new but not necessarily visually complicated. Over the past couple of years we have sold plain fabrics but with small details.'' He added that the company tries to make technically complicated products that are difficult to copy with regard to weave structures, yarn types and color range.
Deltracon won Decosit Awards in 1997 and 1999 for best new fabric development, a Belgian Royal Export Award in 2000, and in 2002 Delchambre and wife Katelijne Vercruysse were named as Managers of the Year for small and medium-sized companies in Belgium.
''We started very small and we are still a small company operating in a niche market,'' Delchambre said. ''In 1994, we doubled sales. From 1995-1998, turnover grew by 30 percent a year, by 15 percent in 1999 and by 10 percent in 2000. Can we develop further? Yes, we can, but in a controlled way.
''The company will grow when the economy improves, either in 2003 or, more probably, 2004. Some wholesalers - our customers - are making new collections, but others are being very prudent, which is a danger sign.
''For U.S. industry, there is not a lot more we can do. We have to continue to invest in new product development and creativity and to offer good service to customers,'' he said.
''In the end, the only factor that will be important is service - provided, of course, you have high quality products that people are willing to buy. But if you cannot deliver in time, that will be a problem.
''We do see potential for more growth, but we would have to invest in more machinery and people. I'm concerned that we may lose some of the reasons for our success. The choice, it seems, is either to be small, flexible and creative, or big with a limited range and large volumes.'' F&FI
