MOSCOW, Russia — Flandria, a medium to high end Russian wholesaler reports that business is up 15 percent this year with more  to come based on its new collection from Karim Rashid, said Maria Filatova, general manager of this sister division to Arben Textiles.

Karim Rashid, the charismatic international designer has teamed up with Flandria in order to produce a diverse collection of 20 designs in six color ways, a total of 120 sku’s. Another licensed collection by Zagato of Italy is also in the wings for Flandria in 2013. Zagato is well known for customized redesign of  high end automobiles like Ferarri and BMW. Flandria expects to build on both brands.  

As a wholesaler, Flandria specializes in  the middle to high product range, complementing its sister division Arben Textile, which specializes in the low to middle price range,” Filatova said. “Velvet is in demand at the high end of our collection and the middle end requires jacquards without chenilles,” she said. “Two to three years ago, it was chenilles that dominated our middle end offering but now its jacquard.” Maria Filatova  (Flandria)

The ‘Globalove’ collection designed by the flamboyant and well known Rashid is initially being sold to Russian furniture manufacturers but Flandria aims to make its mark with global wholesalers, retailers and other home furnishings manufacturers according to Filatova.   

“We started to make our impression on the market three years ago, when Flandria was five years old. This new world collection will be sold to the furniture and bedding manufacturer; jobber and retailer worldwide,” she said.  “It’s not the brand that makes the product; it’s the product that makes the brand,” she said,  quoting Rashid himself.

“The initial response to ‘Globalove’ was positive because Russian furniture makers did not want to pass up the bright colors that came alive through Rashid’s unique handwriting,” she said. “The market is ready for something new and special. The customer bought the collection immediately, saying it was weird, but they wanted it anyway.”

“’Globalove’ is priced from $15-25 to the wholesaler. It will be available with a large range of plains, selected from the 300 provided by Bru Textiles of Kontich, Belgium. Bru is also providing some small designs to coordinate with the collection. Three Printed velvets from Depoortere are also in the collection along with embossed velvets from Microfibers and cut/uncut velvets finished in Italy from Bruvatex, she explained. 

All of the designs and colors were styled by Rashid. Artificial printed leather from Arti; jacquards from Adoksan and tapestries from Seba, all Turkish mills, complete the collection.

Flandria expects to show the new collection at its stand at Heimtextil 2013.