Intertextile Shanghai Home Textiles in Autumn attracted over 41,018 visitors from 107 countries. / Photo by Messe Frankfurt.

The 17^th edition of Intertextile Shanghai Home Textiles (ITSH) held during 29-31 August with 1,159 exhibitors from 27 countries was the largest ever in its history. It was an increase of 13% in exhibitors over the previous event in 2011 and took up eleven halls of the Shanghai New International Expo Centre (SNIEC) in Pudong. It attracted over 41,018 visitors from 107 countries, a 6% increase, with the top visiting countries other than China being Korea, Hong Kong, Japan, Taiwan, US, Russia, India, Thailand, Australia, and Italy. No doubt it is the largest show of its kind in Asia and one of the largest in the world and it is still growing. The nearly completed five additional halls at SNIEC will provide ample room to accommodate any growth.

Judging by the exhibitor and visitor turnout and comments by them, the economic downturn experienced in most part of the world seems to have eluded the home textile industry of China. As the global economic situation does not appear bright, more and more companies from the Western countries, especially those from Italy, Greece and Spain, the nations of the EU that are highly debt ridden recognize the importance of the Chinese economy, were eager to venture into the China market, even those in the high-end market.

The manifestation of the 12^th Five-year plan directive to boost domestic consumption can be felt in the home textile industry. More and more Chinese manufacturers that are OEM suppliers to the overseas brands are shifting a higher percentage to the local market, for their own brands or local brands because that domestic market growth potential is high and the profit margin is better. Some are even aiming to promote their brands overseas in the future. Not all are as ambitious. Some only concentrate on the export market, while others only the local market. All are improving on quality, designs and some eco and function oriented.

Country pavilions increased from six to eight and these were Italy (10 exhibitors), Greece (9), Korea (16), Pakistan (12), Spain (19), Taiwan (29) and Turkey (43), as well as the European Zone (7), which took up about one and a half halls in total. The rest of the nine and a half halls were arranged by clear product groups with decorative fabrics for curtains and upholstery being the largest which occupied almost six halls. Towel, down and bedding products took up about two and a half halls and the rest of the one hall carried wall coverings, sun protection systems, interior decorations, tassels and trimmings. Eight regional pavilions from China were set up due to the strong local participation, especially in decorative fabrics and beddings.

This leading and biggest home textile event in Asia is well visited by key buyers from all over the world. More than 100 VIP buyers and buyer delegations from 18 countries came from Cyprus, France, Finland, Greece, Italy, Japan, Korea, New Zealand, Pakistan, Taiwan, Thailand, the Netherlands, Belgium, Turkey, Vietnam, Russia, UK and USA. Business matching sessions were arranged by MF for its VIP buyers such as Laura Ashley, Sears, BALS Corporation, Mariemekko, Marzotto, Westpoint, the sourcing agent of Franc Franc lifestyle product chain store, Nibco International Corporation of Taiwan, Togas of Russia.

A product display area arranged by Ms Nelly Rodi of Nelly Rodi Agency from France and Ms Sachiko Inoue of I.S. Planning from Japan was made up of fabrics selected from the overseas exhibitors. Seminar and tours they conducted explained the forces and background that supported the trends forecasted. Ms Rodi said the coming 2012-13 is about Mutation; it is a time for Metamorphosis with Eco as a key attitude. From the outside to the inside, from high-tech to handmade, from neutral to bright, from a fast-paced to slow-paced world, the concept was conveyed in the four themes: Make it Happy is poetic and natural, Raw Forces projects purity and authenticity, Colour Therapy uses the primary colors as therapy and Love Greens reflects ethical and sustainable development. Other trend seminars were conducted by directors of The Future Laboratory from the UK, Concept Style Fashion Project Group from Italy. These seminars were packed with eager audience.

The China Hometextile Association also offered their trend theme for 2012-2013 in a Forum display. Tribe in four directions: Bio Tribe – concern more for sustainability, Geo Tribe – inspired from ancient knowledge brings authenticity and stability, Glam Tribe – beyond normal forms and daily taboos, a new luxury is elaboration and the pursuit of high quality artificial products and Tech Tribe – the combination of handcrafts and recycled materials, hand-made and techniques - is a new global trend.

The Designers’ Studio Zone is a growing feature of the Show which attracted more and more textile designers from France, Germany, Italy, Japan, Korea, Portugal, the Netherlands, the UK as well as China to show and sell their creative works. The 18 design studios that participated, many brought along designs specially developed for the China market. The congregation of a myriad of styles offered rich pickings for the fabric manufacturers.

Encouraged by the recent visit of Chinese Premier Wen Jiabao to Pakistan and in celebration of 60 years of friendship between Chianh and Pakistan, the Trade Development Authority of Pakistan initiated 20 export promotion activities in China from July 2011 to June 2012. At this Show, a Pak-China Business Forum was conducted in which Chinese buyers were introduced to Pakistan home textile manufacturers.

Overseas Exhibitors

China’s middle class and upper class sectors are increasing rapidly. No longer are they satisfied with the local made products, they are now seeking imported brands to show off their newly acquired wealth and status. This phenomenon has attracted companies from all over the world to ITSH to compete for a market share of the lucrative China market.

Due to the fast growth China’s economy and the weakness in their home country and in Europe prompted a strong showing of 19 exhibitors from Spain. They came with the single purpose of penetrating the China market following the successful footsteps of the Turkish a few years ago. The Spanish pavilion was organized by the Association of Textile Companies of the Valencian Community. Many in the group joined the Show for the first time though two companies were regular participants since 1990s.

SATI of Spain joined the show since 1997 and found a good agent to represent them. Subsequently they opened an office and now have 50 retail shops selling their products. When they first entered the China market, there were few foreign brands, now there are many and competitive. In both contract and residential markets their focus is in furnishing fabrics and curtains with Jacquard, plain and sheer for bedspread. They have built up a good customer base in China and business has been steady. They do not stock anything in China; they dispatch everything from Spain.

Italians are well known for their high quality textiles. For the first time a pavilion was organized by the Italian Trade Commission and business matching was also arranged. San Leucio Silk Consorzio of Italy is in very high quality home textiles catered to palaces, government buildings, villas, embassies and luxury cruise liners since 1778. The town born in the 7^th century devoted to the development of silk products has been identified by Unesco as a cultural heritage site. The company brochure reads: “Guided by Tradition, Inspired by the Future”. The Consorzio includes Tesseci, De Negri & Za.Ma, Silk and Cotton, Bologna e Marcaccio and Silk and Beyond which is a supplier to the royal family. First time at this Show their quality is exquisite. Design and manufacturing are all in-house.

Brocade by Silk and Beyond of the San Leucio Silk Consorzio, Italy.

The largest of the overseas exhibitor country was Turkey. It has been growing from 16 to 19, then 33 and this year over 40. Besides the textiles display at the individual booths, they had an inspiration zone where it highlighted the fabrics from the exhibitors as well as a display of award winning fabrics from their design competition.

It can be said that Demor in curtain fabrics is the most successful Turkish home textile company selling in China. They have participated in ITSH since 2001 and now join many shows in China. Tanviverdi specialized in curtains and upholstery is a participant for the 4^th time at the show came with a special collection designed for the Chinese taste.  Selling to China for 20 years, they are very much focused in the China market. Mr Engin Ocak, general manager of 4^th time participant, Guleser of Turkey, said, “Slowly and steadily we are building up our market in China. Asia market now constitutes 20% of our sales. We are sure this market will grow but it is difficult to find a good agent or distributor” he commented.

Prestigious Textiles of the UK made its first appearance at ITSH showing its strength in fabrics for curtains and wallpaper. This family business was established in 1988 as a wholesaler and distributor supplying to the retailers. Like their partners in other countries, their partner in China is also a manufacturer; this formula works well for them. They now concentrate in design while partners are responsible for the manufacturing. Prints and wallpaper are produced in the UK while weaving and Jacquards are in Italy, Belgium, Turkey and India. Selling to 110 countries brought in GBP 30million in revenue last year. Their 2012 collection is nature oriented, rich with leaves and flowers and colors are also on the natural side, even products for the kid’s and teenager’s room. They were very pleased with their result at the Show.

Richloom Fabrics Group of the US offered a good mix of residential and hospitality products at the Show. Crypton, made of eco recycled fibers of polyester, wool or polypropylene introduced last year continues to be promoted in Asia as it enjoys great success in the US. They also offered “R” bedding for the hospitality industry. “All our fabrics are produced in China but designed in the US & China”, said Mr. Nolan Mitchell. “Our Chinese customers are more design conscious and less price conscious nowadays. We saw more buyers from the US and less from the Middle East this time to due Ramadan festival in the month of August”, he observed. They have been in China for 10 years and have been joining the show since 2004. The strategy remains the same as before – a design driven company of American style.

Richloom Fabrics Group of the US.

Fiber companies are regular participants at ITSH. Each year at this Show Lenzing of Austria highlights an item under their botanical theme from the latest R&D. This time micro-Modal line for towels was featured. Softness is the key but microModal also makes the towels shiny and the color more intense and brilliant. Absorption rate was tested to be faster and drying quicker than cotton. Modal fiber is very smooth compared to cotton even after numerous washes; hence it can be a good partner with cotton acting as a softening agent, saving money and the environment. “You can engineer the degree of softness by selecting the fiber type e.g. Modal 1.3 dtex, microModal, mircoModal AIR and Modal Loft, especially for towels”, said Dr Suzanne Jary, marketing director. Mr Eric Chan, general manager of Lenzing Fibers Shanghai, said the price of cotton goes up and down while Lenzing’s Modal price is rather consistent. When cotton price goes up, cotton towels can cost more than Modal towels.

Featuring the theme: “COTTON USA: Naturally Colour Your Life”, the booth of Cotton Council International was decorated with quilts reflecting the American heritage. It also displayed the names of brands they cooperate with: Shanghai Kong Long Trading, Esprit and Ibena being the key ones. This is the first time they cooperated with Ibena of Germany, a company founded by the Beckmann family in 1826. Four years ago they opened a factory making blankets in China and for China only, which proved to be very successful. Their cotton blankets are very soft and wool-like. In addition, they are OEM for brands such as Esprit. Shanghai Kong Long acts as the exclusive agent in China for some of the world’s top household textile brands such as Frette, Trussardi home and general distributor of Calvin Klein Home and Wentex and exclusive distributor and franchised manufacturer of Esprit products in Asia. Its own Dinosaur brand is a leading household textile brand in China. “The China market is growing for the Chinese companies, as they turn from OEM to OBM”, said Karin Malstrom. Within ITSH, 12 companies carried the C OTTON USA logo.

Mr. Josef-Albert Beckmann of Ibena is happy with the manufacturing and sales of soft cotton blankets in China.

Special Agents

Many overseas exhibitors found it difficult to find an agent or distributor in China. This is probably because the home textile industry grew so rapidly in the recent couple of decades. To handle the phenomenal growth of the China market, some “special or super agents” emerged in recent years. They are a new breed of agents that take a proactive role to help their clients penetrate the China market.

Agent of Court of Versailles, Matrix Home Furnishing, is a fine example. They are more like a brand management company. Only one year old, Matrix managed to recruit a collection of brands, e.g. Vera Wang, Cindy Crawford, Court of Versailles, Mansutta, each with its own character, to represent home textiles, beddings, carpets and furniture. They aim to gather international home textile product brands under one roof in a showroom in Dongguan, South China. ”We are selling a lifestyle, not products and we aim at the Asia market, specifically China”, said Richard Zhu. He hopes to develop a unique retail model for the brands they represent and even find furniture manufacturers partners and retail opportunities for them in China. Court of Versailles is designed in the US and produced in Pakistan. The booth displayed elegant French styles bed linens.

Je Corporation Shanghai founded in 2005 created a platform between China and the rest of the world by providing services in trend forecast, colors, fabrics, design, product development & technology collected from all over the world and help fabric suppliers present their products in the best possible way. They work with international brands to provide them brand image, including showroom design that is effective in China. They want to build up the name as a good provider of design services to the industry in China and abroad.

At this show, they gathered a group of designers from Europe, Korea, Japan and the US showing creative designs for textiles and wall coverings. Designers were encouraged to bring along designs for the Chinese domestic market taste.

Some foreign brands choose to partner with manufacturers. Two Italian luxury bedding brands – Martinelli Ginetto and Giuseppe Brignoli picked Shanghai BHT, a vertically integrated operation from R&D to manufacturing and trading of high end home products as their sole agent.

Click to read Exhibitors from ASIA at Intertextile Shanghai Home Textile 2011