• Cecile Corral

Broder Manufacturing Aims at Larger Accounts

After 40 years of keeping the status quo, steadily serving its customer base of smaller linen stores, three-generation vinyl table linens and kitchen textiles company Broder Manufacturing is looking to new retail heights with its expanded design assortments.

In February, the company moved for the first time into the industry's hub, 295 Fifth Avenue, via showroom 802 where it shares space with independent sales representative company Edward Greman & Co., a seller of Broder products.

"We tested it, and our first [New York Home Fashions] market was quite interesting," said Martin Broder, president. It's still a wait-and-see type of thing. But we're hoping our presence in 295 works out. We're definitely having eyes to move forward, and we like being in the building as well as the exposure we get there and the retailers we are meeting."

"We want to be more conveniently located for our customers, who typically come see us at our headquarters," which is located in the Ridgewood neighborhood of Brooklyn, explained Broder. "And we want to expand our customer base. A showroom helps. When you take your suitcase and show product, it's not the same as having it displayed."

Broder added that the shared showroom is an important part of his company's effort to tap larger retail customers in the discount, home textiles specialty and even some department store levels.

Several new holiday patterns and full coordinate ensembles – which include table linens and matching kitchen textiles -- are in the works for the upcoming market in August.

The emphasis continues to be vinyl, but Broder said polyester fabric versions can be made upon customers' requests.

Most of Broder Manufacturing's goods are imported from China.

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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