Sales at Chris Stone Are Up 25 Percent
January 17, 2003
New York - When the founder of Chris Stone passed away in 1998, he left a huge void which had to be filled by a young vice president of sales, Mark Aizawa.
Apparently, Aizawa, who became president of the printer and converter just two years ago, has been able to bridge the gap. Company sales are up 25 percent in 2002 thanks, he said, to innovative products and a seasoned force of 12 independent representatives.
''I knew I needed a team of people to replace Chris,'' said Aizawa. ''We brought in very talented designers like Bruce Pachter in home furnishings, Coral Armour in apparel and Andrea Bernstein in marketing.
''We're design-driven, not price-driven, so when our salesmen say 'Look what so-and-so is doing,' we don't do the same thing at a better price. I think that Chris would have been happy to see what his company has become today if he were still alive,'' Aizawa said.
Aizawa said that texturizing has become an important part of the Chris Stone look. In July it introduced 'Catalina,' a canvas weave finished on Italian equipment. Aizawa is now targeting ''fresh-looking'' jacquards for 2003 and expects to invest in more piece-dye equipment.
Chris Stone also recently entered the traditional print market with what he calls an innovative line of printed silk, engineered for over-the-counter and bedding sales, priced at $18 to $19. This is a strong trend in the U.S. that the company wanted to be a part of.
Meanwhile, Chris Stone has increased its export effort, which was strong for the company in the '80s. ''We showed at Decosit for the last two years and reconnected with our strong business partners overseas. Today, it's a world economy. Our overseas competitors have a strong sense of our style which doesn't compete with theirs.
''We've always been a contemporary print house and it's still 50 percent of our business but the balance is 30 percent transitional and 20 percent traditional.''
The company also reports significant sales in acrylic prints and spun polyester fabric for outdoor use (20 percent of the business). The wide-width bedding business represents the fastest growth (currently 20 percent). The company has in-house Zimmer rotary and Buser flatbed printing machines. It used to do only a down-printing business on a royalty basis, but Aizawa took the business back from the licensee about a year ago and put Bernstein in charge of it.
Aizawa said low-end sourcing from Asia puts pressure on Chris Stone. ''As a supplier, we have to keep innovating,'' he said. ''As Asia improves quality, the medium and upper price points will erode. I think many print mills will disappear in the future. Because of our size - less than $50 million in sales - we can move quickly.''
The furniture business is a strong growth area, Aizawa said. ''Prints are less than two percent of this market today. We're known for our solids, basic building blocks for the furniture industry. Our No. 1 pattern is San Marino, a solid, sueded dobby body cloth that is 25 percent of our business after two years in the market. It's a great lifestyle look for $5.15 a yard.''
Aizawa began working for the company when he was 18 and still appreciates the work of the company's founder. ''Chris had a passion for this business that was unique in what he printed,'' said Aizawa. ''Chris was forward-thinking. He didn't chase the market. He imposed his view on the market. He was always ahead of his time, at least one year ahead. Today, things are happening even faster so it's OK to be early with a trend.''F&FI
Apparently, Aizawa, who became president of the printer and converter just two years ago, has been able to bridge the gap. Company sales are up 25 percent in 2002 thanks, he said, to innovative products and a seasoned force of 12 independent representatives.
''I knew I needed a team of people to replace Chris,'' said Aizawa. ''We brought in very talented designers like Bruce Pachter in home furnishings, Coral Armour in apparel and Andrea Bernstein in marketing.
''We're design-driven, not price-driven, so when our salesmen say 'Look what so-and-so is doing,' we don't do the same thing at a better price. I think that Chris would have been happy to see what his company has become today if he were still alive,'' Aizawa said.
Aizawa said that texturizing has become an important part of the Chris Stone look. In July it introduced 'Catalina,' a canvas weave finished on Italian equipment. Aizawa is now targeting ''fresh-looking'' jacquards for 2003 and expects to invest in more piece-dye equipment.
Chris Stone also recently entered the traditional print market with what he calls an innovative line of printed silk, engineered for over-the-counter and bedding sales, priced at $18 to $19. This is a strong trend in the U.S. that the company wanted to be a part of.
Meanwhile, Chris Stone has increased its export effort, which was strong for the company in the '80s. ''We showed at Decosit for the last two years and reconnected with our strong business partners overseas. Today, it's a world economy. Our overseas competitors have a strong sense of our style which doesn't compete with theirs.
''We've always been a contemporary print house and it's still 50 percent of our business but the balance is 30 percent transitional and 20 percent traditional.''
The company also reports significant sales in acrylic prints and spun polyester fabric for outdoor use (20 percent of the business). The wide-width bedding business represents the fastest growth (currently 20 percent). The company has in-house Zimmer rotary and Buser flatbed printing machines. It used to do only a down-printing business on a royalty basis, but Aizawa took the business back from the licensee about a year ago and put Bernstein in charge of it.
Aizawa said low-end sourcing from Asia puts pressure on Chris Stone. ''As a supplier, we have to keep innovating,'' he said. ''As Asia improves quality, the medium and upper price points will erode. I think many print mills will disappear in the future. Because of our size - less than $50 million in sales - we can move quickly.''
The furniture business is a strong growth area, Aizawa said. ''Prints are less than two percent of this market today. We're known for our solids, basic building blocks for the furniture industry. Our No. 1 pattern is San Marino, a solid, sueded dobby body cloth that is 25 percent of our business after two years in the market. It's a great lifestyle look for $5.15 a yard.''
Aizawa began working for the company when he was 18 and still appreciates the work of the company's founder. ''Chris had a passion for this business that was unique in what he printed,'' said Aizawa. ''Chris was forward-thinking. He didn't chase the market. He imposed his view on the market. He was always ahead of his time, at least one year ahead. Today, things are happening even faster so it's OK to be early with a trend.''F&FI
