Southern Textiles Diversifies with Imported Goods
August 28, 2003
FORSYTH, Ga. – In an effort to emulate a high-end look and still offer value and moderate price points, bedding manufacturer Southern Textiles began importing from China, Pakistan and India last year. Less than a year later, imported goods account for 20 percent of the company's business. Southern Textiles expects a 60/40 percent domestic/import mix in the next two years.
''We've brought in some jacquards with silk-like threads, some leather looks, and chenilles from China and Pakistan,'' said Southern Textiles partner Michael Flam. ''This keeps our price points reliable. China has been good for chenilles and some tapestries. Pakistan does big business at the lower end, with futon covers and rolled fabric by the yard in dark colors. We've also brought in some woven cotton from India.''
Southern Textiles still achieves some high-end looks in the U.S. without the up-charge.
Southern Textiles provides to the Top 100 retailers in the country, such as Rhodes, Haverty's, and Rooms To Go, as well as smaller operations, an easy way to display and sell top-of-the-bed products and linens in their stores.
O'Neill said 1,000 beds at the recent International Home Furnishings Market in High Point were dressed in Southern Textile products, including such companies as Pulaski, Broyhill, Bassett, and Ashley.
''We give retailers a way to increase their sales without adding floor space,'' said O'Neill's son, Rob O'Neill. ''They dress their floors with these bed ensembles, and we drop ship them directly to the customer within 15 business days.''
The company said it offers hundreds of design choices for the seven-piece, top-of-the-bed ensembles, which include two pillow shams, three decorative pillows, a comforter, and a bed skirt. Southern Textiles also manufactures mattress pads and sheets. The 200-thread-count sheets are cut and sewn domestically at their Georgia facility, with fabric coming from Hanes in Conover, Ga. For the first time this year, 400- to 500-thread-count sheets as finished products from Pakistan are being test marketed in stores. Retail prices on ensembles range from $299 to $399.
The company's No. 1 supplier is Culp. Its other top suppliers include Blumenthal, Microfibers, Quaker, and Covington. Cosco provides much of the trim work – bullion fringe, beaded fringe, and tassels – that is popular on the higher end looks.
Flam said that Southern Textiles does not operate offices or facilities overseas, but instead relies on quality control personnel to oversee the finished products. ''So far, we've received quality goods.''
Flam said there is no immediate plan to pursue exporting finished goods from their factories. However, the company has sent occasional container loads to Kuwait and Canada.
''We haven't investigated the international market much,'' said Flam, ''because, frankly, there is so much here (domestically). But if the business comes to us, then it comes to us.''
''We've brought in some jacquards with silk-like threads, some leather looks, and chenilles from China and Pakistan,'' said Southern Textiles partner Michael Flam. ''This keeps our price points reliable. China has been good for chenilles and some tapestries. Pakistan does big business at the lower end, with futon covers and rolled fabric by the yard in dark colors. We've also brought in some woven cotton from India.''
Southern Textiles still achieves some high-end looks in the U.S. without the up-charge.
Southern Textiles provides to the Top 100 retailers in the country, such as Rhodes, Haverty's, and Rooms To Go, as well as smaller operations, an easy way to display and sell top-of-the-bed products and linens in their stores.
O'Neill said 1,000 beds at the recent International Home Furnishings Market in High Point were dressed in Southern Textile products, including such companies as Pulaski, Broyhill, Bassett, and Ashley.
''We give retailers a way to increase their sales without adding floor space,'' said O'Neill's son, Rob O'Neill. ''They dress their floors with these bed ensembles, and we drop ship them directly to the customer within 15 business days.''
The company said it offers hundreds of design choices for the seven-piece, top-of-the-bed ensembles, which include two pillow shams, three decorative pillows, a comforter, and a bed skirt. Southern Textiles also manufactures mattress pads and sheets. The 200-thread-count sheets are cut and sewn domestically at their Georgia facility, with fabric coming from Hanes in Conover, Ga. For the first time this year, 400- to 500-thread-count sheets as finished products from Pakistan are being test marketed in stores. Retail prices on ensembles range from $299 to $399.
The company's No. 1 supplier is Culp. Its other top suppliers include Blumenthal, Microfibers, Quaker, and Covington. Cosco provides much of the trim work – bullion fringe, beaded fringe, and tassels – that is popular on the higher end looks.
Flam said that Southern Textiles does not operate offices or facilities overseas, but instead relies on quality control personnel to oversee the finished products. ''So far, we've received quality goods.''
Flam said there is no immediate plan to pursue exporting finished goods from their factories. However, the company has sent occasional container loads to Kuwait and Canada.
''We haven't investigated the international market much,'' said Flam, ''because, frankly, there is so much here (domestically). But if the business comes to us, then it comes to us.''
