Maker of hi-tech fibres and filaments, Trevira GmbH is company of the Reliance Group based in Germany. It endeavors collaborate closely with its partners, and provide textile products that epitomize the highest functionality.
Personally speaking, you have had such a diverse cross industry experience. Right from your stint at Bayer AG, early in your career, to your present position at Trevira as its CEO. Could you take us down the memory lane in short, and trace your journey till today?
"Certainly. I started with Bayer in Uerdingen in 1981 with an apprenticeship program in the commercial area, which I finished in 1984. During the next years I worked in different production fields for Bayer while studying in evening classes, receiving some more commercial diplomas. After serving my mandatory time in the German army I changed to the Bayer headquarters in Leverkusen, working in Marketing and earning another commercial degree. Then I spent almost a year in the USA with a scholarship from Bayer. Returning to Germany I worked in various fields of business, like Marketing, Production Staff, Controlling and Logistics. My last job was Global Head of Logistics for Industrial Products. In 1998 I relocated to the USA, working for 5 years in Pittsburgh/PA for Bayer Corporation. This assignment included Marketing & Sales activities for pigments and dyes as well as a Managing Director position for Bayer's Imperial Color Group. I returned to Germany in 2003 and became the Managing Director of Bayer Fibers, which then was carved out as Dorlastan Fibers, with production sites in Germany and USA. I prepared the sale of this business and on July 1, 2005 I joined Reliance and Trevira. On Sep 1, 2005, I took over as the CEO of the Trevira Group."
How do you view the global Home Textiles segment, and what shortfalls need to be addressed by industry leaders like your company?
"Compared to the general trend in textiles, our hometextiles business is showing positive development and stands at the good level of 2004. With new developments in its yarns and fabrics, Trevira continues to invest in securing for its customers a decisive lead over their competitors. This is supported by further extending operations outside the European field. With their booming construction industries, Eastern Europe and the Middle East are at present new target markets for the company and Trevira is adopting a twin approach to heighten awareness of the brand. On the one side they are building up contacts with local weavers and dealers, taking necessary steps with test institutes and laying down lines of communication. At the same time the company is developing projects to be carried through in conjunction with Western European customers. India also is an important market for our speciality products for home textiles. An important stage in fire protection legislation in India has been completed in that country. The Bureau of Indian Standards (BIS) has adopted European test norms, both for upholstery materials (BIS 1021) and drapes (BIS 13772/13773). The development means that we have substantially extended the basis for using Trevira CS materials, as the market becomes increasingly attractive for European manufacturers of Trevira CS textiles that are strong in terms of design."
What is the importance of sourcing and logistics today, and how does it affect the textile value chain?
"We have to be where our customers are. Together with Reliance, Trevira has set up a global network to enhance the strong Trevira brand, including in new markets like India, China, Russia, Brazil, Turkey, the Middle East and North America. We work together with our partners along the value chain, from yarn manufacturers until the converters and large retailers, to ensure fast response."
Crude prices are hammering company margins, and the worst seems yet to come! Can you comment on the present situation affecting the textile industry?
The general trend in the European textile industry towards ongoing consolidation has not bottomed out yet. The final abolishment of quotas in the textile industry and increased imports from China have imposed further pressure on manufacturers. The man-made fibres industry has, in addition, to cope with continuously rising raw material prices. It is no longer possible to produce commodities, sell them at competitive prices in Europe, and make a profit. The future of Europe's textile industry lies in the development and production of hi-tech materials, new end-uses and in new markets for its specialties.
Do you subscribe to the theory about the potential threat from China to the EU textile industry, or for that matter, the US textile industry, combined?
This is not a theory anymore, but reality. But, and we have to remember this every single day, should only be true for commodities. If we stay innovative and close to our specialty customers in Automotive, home textiles, nonwovens/Technical and Apparel we cannot be attacked by Chinese competitors. Our customers do understand that we supply much more than spools and beams, we do supply a full package of service, understanding of needs and partnership to our key customers.
Technology is revolutionizing the textile industry all over the world. What trends do you visualize in the coming times, for the industry?
Textiles will become more and more sophisticated, multi-functional, multi-purpose and hi-tech. These demands will have to be satisfied by the man-made fiber producers, in close cooperation with the textile industry. Our challenges and issues of the future are to develop textiles with new inherent functions, new technologies - and new ideas. Together with our owner Reliance, with our combined global presence, know-how and R & D facilities, we are ready for these challenges of the future.
Textile industry is in a state of flux, you will agree. With growing competition, markets are hard to find, and so is technology that comes at high cost. How can a company like yours perform the 'balancing act'?
"Trevira started some time ago the process of reorganizing its production and its product portfolio to include a growing proportion of specialties. In the long run Trevira will replace commodities production in Europe with products coming from its owner Reliance in India. At the same time Trevira will stand by its brand for specialities, maintaining both services and customized product range for customers. Reliance and Trevira will in addition create value for customers of both companies by virtue of combined R&D initiatives. This will make both companies more profitable and create synergies. Trevira holds a strong market position in home textiles, nonwovens and automotive textiles. For apparel, the company offers specialties like Trevira Xpand for large denim manufacturers all over the world, Trevira Bioactive for corporate wear, new microfilaments for lingerie and functional clothing and low-pill fibres for high end fashion and functional wear. Trevira will undertake enhanced initiatives by assisting its customers to create value chains with the retail industry."
