Once a Printer, Mascioni Now Makes Finished Goods
June 24, 2003
CUVIO, Italy – Mascioni, a major Italian textile group and the printing division of Zucchi, is expanding its business as a supplier of printed made-ups for the bedding marketer and converter in Europe and the U.S., said Alberto Mascioni, 40-year-old president.
While Mascioni used to print upholstery and fabric lines for converters, it does very little upholstery printing today. Now, much of its business is in the bedding ranges produced for its converting and manufacturing customers. The company no longer commission prints greige cloth for its customers either, but now serves as a global sourcing agent instead. Mascioni sources special greige from Pakistan, India, Italy and other parts of Europe. Instead of just printing, the company will design, print and finish product as a single source of supply, he said. His company now develops complete concepts including sewing, finishing and decorative touches like buttons and trims.
"In fact, converters are producing finished bedding packages where they used to produce only the fabric portion of the item,'' said Mascioni.
The company is growing with the introduction of these finished textiles, he said, adding that its "printing business is also increasing with the average number of screens per job going from seven to 12 in the last year.''
A major part of the growth in the made-up portion of Mascioni's business is now coming from Europe which has followed the U.S.A. in the growth of the home lines business.
"In the U.S.A., home merged with fashion a long time ago because the stores in America were so big and had the shelf and display space to merchandise both apparel and bedding lines by the same designers. It has been easier for the American retailer to sell this concept, but Europe is now following the example set by the Americans.
''Italy has always been more traditional in the way that home furnishings and fashion apparel was distributed at retail. You always bought home and fashion in separate boutique shops. In Italian home brands, you've always have Frette, Pratesi, Zucchi and Bassetti. These are traditional bedding brands that developed independently in small boutique shops. Italian fashion brands like Cavelli, Trusardi and Armani had only fashion boutiques, but this is now changing with Gucci, Prada and Ferragamo thinking about home lines.
''These developments follow the growth of American fashion designers into bedding like Tommy Hilfiger, Calvin Klein, Ralph Lauren and Donna Karan. Ralph started it all 20 years ago and the Italian fashion designers have just gotten into it in the last three years. Armani opened a home and fashion shop in Milan just three years ago. Fashion and home are now merging in Europe and this is giving us a boost at Mascioni in the bedding business,'' he said.
''Mascioni will never be the cheapest price. We can compete on innovation but never on cost,'' Mascioni said, referring to Chinese suppliers of cut-and-sewn bedding items. "We make it better.''
Europe began upgrading its bedding lines about 10 years ago, offering higher quality fabrics and finishes. Also, where before Europe offered customers product in the 140-thread-count muslin classification, it is now purchasing more 180 percale, he said.
''We are more interpretive and proactive than ever before and we are always creative in what we achieve,'' said Mascioni. The company has introduced two new products along these lines, Emotion®, which is an embossed design on 100 percent cotton and Vintage Wash®, an antique satin look.
While Mascioni used to print upholstery and fabric lines for converters, it does very little upholstery printing today. Now, much of its business is in the bedding ranges produced for its converting and manufacturing customers. The company no longer commission prints greige cloth for its customers either, but now serves as a global sourcing agent instead. Mascioni sources special greige from Pakistan, India, Italy and other parts of Europe. Instead of just printing, the company will design, print and finish product as a single source of supply, he said. His company now develops complete concepts including sewing, finishing and decorative touches like buttons and trims.
"In fact, converters are producing finished bedding packages where they used to produce only the fabric portion of the item,'' said Mascioni.
The company is growing with the introduction of these finished textiles, he said, adding that its "printing business is also increasing with the average number of screens per job going from seven to 12 in the last year.''
A major part of the growth in the made-up portion of Mascioni's business is now coming from Europe which has followed the U.S.A. in the growth of the home lines business.
"In the U.S.A., home merged with fashion a long time ago because the stores in America were so big and had the shelf and display space to merchandise both apparel and bedding lines by the same designers. It has been easier for the American retailer to sell this concept, but Europe is now following the example set by the Americans.
''Italy has always been more traditional in the way that home furnishings and fashion apparel was distributed at retail. You always bought home and fashion in separate boutique shops. In Italian home brands, you've always have Frette, Pratesi, Zucchi and Bassetti. These are traditional bedding brands that developed independently in small boutique shops. Italian fashion brands like Cavelli, Trusardi and Armani had only fashion boutiques, but this is now changing with Gucci, Prada and Ferragamo thinking about home lines.
''These developments follow the growth of American fashion designers into bedding like Tommy Hilfiger, Calvin Klein, Ralph Lauren and Donna Karan. Ralph started it all 20 years ago and the Italian fashion designers have just gotten into it in the last three years. Armani opened a home and fashion shop in Milan just three years ago. Fashion and home are now merging in Europe and this is giving us a boost at Mascioni in the bedding business,'' he said.
''Mascioni will never be the cheapest price. We can compete on innovation but never on cost,'' Mascioni said, referring to Chinese suppliers of cut-and-sewn bedding items. "We make it better.''
Europe began upgrading its bedding lines about 10 years ago, offering higher quality fabrics and finishes. Also, where before Europe offered customers product in the 140-thread-count muslin classification, it is now purchasing more 180 percale, he said.
''We are more interpretive and proactive than ever before and we are always creative in what we achieve,'' said Mascioni. The company has introduced two new products along these lines, Emotion®, which is an embossed design on 100 percent cotton and Vintage Wash®, an antique satin look.
