BRUSSELS, Belgium — “We believe we can double our sales by exporting to China alone,” said Ivan Vandekerckhove, chief executive of Devantex nv, a woven velvet producer based in Deerlijk that was started by his father in the 1950’s.

Devantex is the firm most admired by Enzo Angiouni, an important Italian weaver who has turned his efforts to producing velvets. Velvets are back in style big time and there aren’t enough producers to fill the demand. Devantex only produces velvets and has done so for over 50 years now.

“There were many Chinese buyers at MoOD this year as well as Indians and Russians. We met many new customers at MoOD. It was better than we expected this year,” he said. Devantex sales are in the eight million Euro range so doubling them would lead to a 16 million Euro business he confirmed. Devantex is a niche velvet producer which relies on Morphrow, the importer and distributor of the Devantex line in China. Ivan Vandekerckhove

 His latest hot look is Navajo (shown right). “We took the used carpet look found in carpets and translated it into upholstery,” he said. The Devantex line sells in the 15-22 Euro range. Recently, Devantex started a Trevira® CS collection. “We’re very different from Turkish velvet producers because of our diverse styling capabilities. This has to do with the technology developed over so many years. The 50 employee firm has innovated velvets using special modifications of Vandewiele looms, Vandekerckhove confirmed. “Of course, Vandewiele has taken our modifications and incorporated them into their looms so the whole world gets these advantages eventually but we are always doing new things with the loom. We don’t ever rest.”    F&FI