To turn things around, Wood developed Satin’s domestic market more seriously by introducing bed sheets plus the wider distribution of its upholstery and drapery fabric lines.

“Since 2008 the increased competition and the market down turn has taught us new lessons and we have learned it the hard way that our edge in manufacturing is not enough to be competitive and is unsustainable,” Wood explained.  

Satin Textiles Company Ltd. has been producing fabrics for curtains and upholstery since 1986. ‘Pasaya’ is Satin’s domestic brand for furnishings and was earlier retailed in its own showrooms. Now, Pasaya lines are distributed through its dealer network. Schlee Wood

Recurring major investment in machinery and its own dyeing facilities has expanded production capacities enough to produce the new Softamante bedding line. It is sold directly through retailers.

The new brand ‘Softamante’ launched recently is dedicated to bed sheets, pillows and duvets. “The Softamante collections that are produced in our factory are differentiated from the competition due to the high density and soft- like silk that is easy-care as well as non-allergic. It has been very well accepted in the markets”, Schle explains.

“The success of branding Pasaya for its upholstery and drapery collections and Softamante for bedding has contributed immensely in reviving our business,” he added. Currently Satin markets both collections to 100 retailers in Thailand and targets to reach 400 retail outlets in a phased manner.

Satin Textiles contract marketing division is fully active, which directly interacts with designers and owners and is expected to exploit further potential in the segment. “I am optimistic in our industry and strongly believe that winning the markets is within our reach by producing the products that turn on the consumer as opposed to just catering to the mass market requirements”, he said.