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Trevira to feature 'CS Collections' at Heimtextil

08
Dec '08

After a good start in January 2008, the global financial crisis and collapse in the economy have affected the textile industry as well. "The business climate in Europe has become very challenging in the fourth quarter, mainly due to a sharp downturn in the automotive sector, but also in products for apparel," says Trevira CEO Uwe Wöhner.

"But we have long since started to do our homework, so we shall be able to cope with this situation and keep Trevira's position as the prominent polyester speciality producer in the long term."

The fibre manufacturers from Bobingen (Germany) have intensified measures to improve cost and production structures, as previously announced in October. Along with an optimised product mix, this will bring about a sustainable reduction in fixed costs and gains in profitability.

To meet the current market challenges on a short-term basis, Trevira has planned flexible production in December/January, thereby keeping costs under control. Despite the difficult market conditions business in flame retardant fibres and yarns has remained almost constant. With staple fibres it has been possible to generate additional volume in decorative fabrics and drapes in new markets like the USA.

There is progress in business development in Turkey as well, where many high quality new collections are now in place. Upholstery and decorative fabrics can be found in new projects such as the University of Cairo and the O2 Arena in Berlin. Sliding panels presented by manufacturers at Decosit also constitute a fresh and promising field of application for Trevira CS, as do current developments in semi-technical areas such as nonwovens.

Despite the savings programme and the restructuring measures, the Trevira CS marketing campaigns are going full steam ahead. The Trevira Bioactive team and the Eastern Europe team are intensifying their efforts and there will be greater collaboration with our partners in the Japanese and Chinese markets.

Seven Trevira partners were represented on the Trevira Stand at Japantex, most of them manufacturers in Japan. During Japantex Trevira arranged a symposium aimed at manufacturers, dealers and architects and which focused on the Trevira CS product, its marketing concept and the hotel segment.

Japanese manufacturers will in addition be presenting their Trevira CS collections at Heimtextil on a joint stand (Hall 3.1, Stand no. F14). A marketing plan for China has been set out, which aims to support our existing customers in this market and enhance the level of awareness of the Trevira CS brand.

A Trevira CS symposium was also held on this topic. In Europe and in the Gulf region there were also numerous lectures on the theme of fire safety, including one in Düsseldorf on Designers' Saturday, at the BDIA (Association of German Interior Designers) and at the Hotelshow in Dubai.

In terms of market development the segments we are intensively addressing are hotel, aviation, maritime, hospital and the private market.

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