Raxon Enters Renaissance Era Under Michael Koch
February 2, 2004
NEW YORK – Since hiring independent design studio Michael Koch in January 2003, Vescom USA's Raxon division has transformed itself into a high-end, design-driven residential fabric mill.
Until recently, Raxon catered only to contract jobbers and a smattering of furniture manufacturers. Since Koch came on board, Raxon has pushed its in-house designers to entice residential jobbers with newly-expanded lines, a variety of textures in cotton and acrylic combinations, metallic yarns and solution-dyed Zeftron® nylon, a recyclable fiber.
"Raxon was always known for producing durable fabrics with small, intricate patterns aimed at the contract/hospitality trade," Raxon President Ruud Aberson said.
"This major change in direction follows the demand by the customer for excellent design first with high performance a given," said Sales Manager Ivy Berman. "The customer is no longer willing to sacrifice good design in favor of high performance."
Koch said he has undertaken several such projects to challenge the Euro's steady growth. "I am committed to building design resources in the U.S.A. especially in the face of the rising Euro," he said.
Aberson left his job in 2001 as general manager of PePloeg, a wool fabric producer and Raxon's sister company, to assume the management of Raxon.
He said he plans to capitalize on Raxon's newfound success by hiring two full-time salespeople in New York – Raxon already has independent sales reps in Chicago, North Carolina, and the West Coast – and by pursuing international clientele.
"Now that we are expanding the business in the States, we expect to participate in some international trade shows in the second half of 2004," Aberson said. "We had a great NeoCon last June and the new lines are being well-received by all of our customers."
Until recently, Raxon catered only to contract jobbers and a smattering of furniture manufacturers. Since Koch came on board, Raxon has pushed its in-house designers to entice residential jobbers with newly-expanded lines, a variety of textures in cotton and acrylic combinations, metallic yarns and solution-dyed Zeftron® nylon, a recyclable fiber.
"Raxon was always known for producing durable fabrics with small, intricate patterns aimed at the contract/hospitality trade," Raxon President Ruud Aberson said.
"This major change in direction follows the demand by the customer for excellent design first with high performance a given," said Sales Manager Ivy Berman. "The customer is no longer willing to sacrifice good design in favor of high performance."
Koch said he has undertaken several such projects to challenge the Euro's steady growth. "I am committed to building design resources in the U.S.A. especially in the face of the rising Euro," he said.
Aberson left his job in 2001 as general manager of PePloeg, a wool fabric producer and Raxon's sister company, to assume the management of Raxon.
He said he plans to capitalize on Raxon's newfound success by hiring two full-time salespeople in New York – Raxon already has independent sales reps in Chicago, North Carolina, and the West Coast – and by pursuing international clientele.
"Now that we are expanding the business in the States, we expect to participate in some international trade shows in the second half of 2004," Aberson said. "We had a great NeoCon last June and the new lines are being well-received by all of our customers."
