Trevira Looking For a Foothold in the U.S. Hospitality Market
April 26, 2002
German Fiber Producer Hopes to Capitalize on Brand Recognition and Marketing Services
LAS VEGAS - Trevira, the purveyor of inherently flame-retardant fibers, is trying to gain a share of the U.S. market. The German producer wants to make hay in the hospitality industry, specifically. The firm will begin stateside promotions at HD where it has rented a booth.
''This is the first time we are selling into the U.S.A. in five years,'' said Trevira marketing director Dr. Ulrich Girrbach. ''We'll give our partners a platform to exhibit. We'll show customers'' fabrics, including U.S. and European companies.''
Girrbach said that Trevira CS is being sold in the United States through European weavers who are exporting to America.
Trevira CS succeeds in the contract business because it offers marketing services with its product, Girrbach said.
Wolf Velbinger, consultant to Trevira, said these services and the Trevira name are attractive, especially in America where there are several standards.
''Trevira removes any technical barrier to the customer to make the products successful,'' Velbinger said. ''The customer pays for Trevira CS fiber but in turn, the mill customer benefits from our extensive market support.
''We have brochures for the hospitality industry so the jobber can include them in his mailings. We do different brochures for every country and we do them in every major language. We are also working on an American-English translation from the English.''
The company also provides a sheet of worldwide standards. Trevira''s focus in America raises competition between itself and the U.S. fiber producer KoSa, which has had the run of the domestic FR market.
Girrbach also said market potential in the Far East was great even though he considers it smaller than America or Europe. ''European and American mills are building the contract business in the Far East and Trevira CS expects to be a very important part of that business.''
Although the market for home textiles in Europe has declined five to seven percent in the last five years, Trevira CS has grown its business in the same period by 50 percent, Girrbach, said. F&FI
LAS VEGAS - Trevira, the purveyor of inherently flame-retardant fibers, is trying to gain a share of the U.S. market. The German producer wants to make hay in the hospitality industry, specifically. The firm will begin stateside promotions at HD where it has rented a booth.
''This is the first time we are selling into the U.S.A. in five years,'' said Trevira marketing director Dr. Ulrich Girrbach. ''We'll give our partners a platform to exhibit. We'll show customers'' fabrics, including U.S. and European companies.''
Girrbach said that Trevira CS is being sold in the United States through European weavers who are exporting to America.
Trevira CS succeeds in the contract business because it offers marketing services with its product, Girrbach said.
Wolf Velbinger, consultant to Trevira, said these services and the Trevira name are attractive, especially in America where there are several standards.
''Trevira removes any technical barrier to the customer to make the products successful,'' Velbinger said. ''The customer pays for Trevira CS fiber but in turn, the mill customer benefits from our extensive market support.
''We have brochures for the hospitality industry so the jobber can include them in his mailings. We do different brochures for every country and we do them in every major language. We are also working on an American-English translation from the English.''
The company also provides a sheet of worldwide standards. Trevira''s focus in America raises competition between itself and the U.S. fiber producer KoSa, which has had the run of the domestic FR market.
Girrbach also said market potential in the Far East was great even though he considers it smaller than America or Europe. ''European and American mills are building the contract business in the Far East and Trevira CS expects to be a very important part of that business.''
Although the market for home textiles in Europe has declined five to seven percent in the last five years, Trevira CS has grown its business in the same period by 50 percent, Girrbach, said. F&FI
