New Owners of Plush Upgrade Product Range
January 17, 2003
Wevelgem, Belgium - Plush, an established upholstery fabric mill that faced closure several years ago, has been revitalized under new ownership by Pascal Meerschaut and his wife, general manager, Isabelle Buyse. The company specializes in weaving residential furnishing fabrics and contract cloths for the transportation sector, particularly velvets for use in trains and coaches.
Traditionally, the company produced mainly acrylic velvets for European markets such as France, the U.K. and Germany, with some exports to the Far East. It now plans to move its offering upmarket.
As the U.S. market does not use acrylic velvet products, Plush is busy with new developments, particularly in natural fibers such as linen, cotton and mohair. ''U.S. customers also like more patterns, and more and stronger colors,'' said Buyse.
With 22 weaving machines, Plush recently added nine wire looms to its collection of face-to-face velvet and flat-weaving looms. The acquisition allows a degree of diversification, such as making cut-and-loop effects and other new products. The company now employs 37 people. Although current collections are selling well, the company is experimenting with fiber blends, such as mixtures of wool, acrylic and polyester. Contract fabrics account for 50 to 60 percent of Plush's sales.
Plush recently appointed a U.S. agent and is busy with trials for potential customers. ''The U.S. is a hard market to conquer and we are often traveling there ourselves,'' said Meerschaut. ''We have been receiving a good reaction to our new developments, but we've yet to get any orders.'' He added that while velvet is coming back as a furnishing fabric, business is quiet - in fact, unusually quiet. ''Fortunately, velvet weaving is becoming a specialty and there are not so many players these days, particularly in the face-to-face sector, although competition is still tough.''
Meerschaut, who also owns carpet mill New Franco Belge, always wanted to be in fabrics. ''Ultimately, we would like to somehow combine the marketing and sales of our floorcoverings and fabrics,'' he said. ''This may not be so easy and we're not quite sure how we will do it.''
Buyse believes it will take the company a couple more years to reestablish itself. ''Plush has a good name but we are still trying to get a feel for the market and to rebuild our customer base. This will take time,'' she said.F&FI
Traditionally, the company produced mainly acrylic velvets for European markets such as France, the U.K. and Germany, with some exports to the Far East. It now plans to move its offering upmarket.
As the U.S. market does not use acrylic velvet products, Plush is busy with new developments, particularly in natural fibers such as linen, cotton and mohair. ''U.S. customers also like more patterns, and more and stronger colors,'' said Buyse.
With 22 weaving machines, Plush recently added nine wire looms to its collection of face-to-face velvet and flat-weaving looms. The acquisition allows a degree of diversification, such as making cut-and-loop effects and other new products. The company now employs 37 people. Although current collections are selling well, the company is experimenting with fiber blends, such as mixtures of wool, acrylic and polyester. Contract fabrics account for 50 to 60 percent of Plush's sales.
Plush recently appointed a U.S. agent and is busy with trials for potential customers. ''The U.S. is a hard market to conquer and we are often traveling there ourselves,'' said Meerschaut. ''We have been receiving a good reaction to our new developments, but we've yet to get any orders.'' He added that while velvet is coming back as a furnishing fabric, business is quiet - in fact, unusually quiet. ''Fortunately, velvet weaving is becoming a specialty and there are not so many players these days, particularly in the face-to-face sector, although competition is still tough.''
Meerschaut, who also owns carpet mill New Franco Belge, always wanted to be in fabrics. ''Ultimately, we would like to somehow combine the marketing and sales of our floorcoverings and fabrics,'' he said. ''This may not be so easy and we're not quite sure how we will do it.''
Buyse believes it will take the company a couple more years to reestablish itself. ''Plush has a good name but we are still trying to get a feel for the market and to rebuild our customer base. This will take time,'' she said.F&FI
