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Levana textiles to beat recession with niche products

28
May '09
Levana, the integrated textiles manufacturer from New Zealand irrespective of the global recessionary trends, intends to, chart an aggressive growth path for garnering growth in the current hostile trade situation.

Levana Textiles was formed in 1985 by merging three of New Zealand's foremost independent knitting, dyeing and finishing plants into one integrated and unique textile company.

It represents over 50 years of accumulated expertise unrivalled in its area and is a trendsetter in textile technology and the production of innovative fabrics and intends to put to full use this unparrelled experience in the textile sector.

In the light of closures and job losses in the textile sector in New Zealand and Australia, Levin Textiles is charting a new course by making capital investments to manufacture sportswear, intricate fabrics and specialty textiles.

The company strategy is to avoid a direct conflict with mass products manufactured in countries like China, India and Bangladesh, since competing with those products in international markets would be difficult due to differential in labour costs.

Chief Executive Officer of Levana Textiles, Mr Andy Wynne, sums it up neatly when he says, "The people left in the industry are the last soldiers standing. Those people need to be smarter than the rest and I think it's those challenges that drive me”.

Levana was bought by the Australian based 'The Merino Company' (TMC) eighteen months back, but has retained the brand identity. Mr Wynne describes TMC as a “sheep to shelf” company.

Amongst the changes Mr Wynee is charting in Levana is by installing fine-gauge knitting machines for producing intricate fabrics and 'clever medical fabrics' and high-end sportswear.

It is also planning to install modern fabric finishing equipment which is expected to help in reducing energy costs by nearly 40 percent. Mr Wynne is laying emphasis on pulling customers by producing customer driven products.

This is actually counter to the strategy in which a company develops a new product and pushes it into the market, by convincing customers of its functionalities. He sums it up by saying, "We are less susceptible to risk if we balance our exposure in multi-markets”.

Fibre2fashion News Desk - India


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