Interview with Mohannad Shehneh

Mohannad Shehneh
Mohannad Shehneh
GM Sales
Sharabati Denim
Sharabati Denim

What are the advantages of running a manufacturing unit in Egypt and Turkey?

As already specified before, this type of multi-location facility in two very strategic areas provide us with flexibility to shift production as needed to provide our products in the required time. It is clear that timing is very important to brands to put up collections in the right time. Providing shorter lead times by significant decrease in the transportation time, helps our customers to take right decisions.

What is your annual production capacity?

100 million metres of denim and non-denim fabrics.

Which are the major companies from where the cotton is sourced from?

There are different suppliers around the world. We usually use a combination of different resources from different countries. This includes US, Greek, Turkish, Egyptian, and African cotton. 

Which markets do you cater to? Which new markets do you plan to make inroads?

In terms of final brands, we mainly focus on European and US markets. Our future will probably lead us to serve Far East markets. 

What are the latest technology and best practices you follow to ensure flexibility, high levels of accuracy and quality at every level of production and processes?

Being in the business for more than 40 years has earned us all the necessary know-how that confirms our ability to produce high quality products. In terms of flexibility, all our major production facility uses highly integrated ERP system that ensures the integration between all our operations in order to create an efficient and effective production process. In addition, high quality assurance operations have always been a core value for us. This is the reason we are investing to improve these techniques year after year in order to reach to our optimum level of quality.

What are the new standards in denim design besides criteria such as aesthetics and functionality that companies should look at?

Denim fashion is changing at a very fast rate. Therefore, companies should always be in close relation with their customers in order to be aware of their needs and seek to satisfy them on continuous basis. We can give two examples of new trends in the market. The first is smart fabrics which uses the latest technologies in order to provide their users with required results such as warming or cooling the body according to outside temperature. The second trend is sustainable fabrics which uses all the necessary tools to ensure that future generations are not affected by the denim industry. This includes recycled fabrics, organic cotton, using less water and chemicals and so on.

Is the global economic slump playing any role in decrease of demand from buyers for the Middle East region?

Denim industry as any other major industry, can be affected if macro-economic changes happen. These types of changes, especially if it happens during recession times, creates a sort of pressure on prices and increases the level of competition. For that reason, only companies who make long term plans can survive such economic situations.

What are your sustainability goals for the next few years?

Sustainability has started to occupy a major part of our core strategy. For this reason, major investments are being made into this category. We plan to upgrade our Tadweer facility in terms of capacity, abilities and technology. In addition, all our new products are being developed through sustainable considerations such as using less water, less power, laser friendly colours, using less and more sustainable chemicals and so on. We already have launched our sustainable programme 'Sahara' whose main purpose is to save water in denim dyeing. We intend to improve this programme in the coming years.

What are your future plans?

To remain a reliable and high-quality manufacturer who not only aims to increase the profit but also abide by good working ethics by taking into consideration the increasing urgency to achieve sustainable production.
Published on: 04/02/2020

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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