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Creative Textures makes move into U.S. market

Sivakasi, Tamilnadu, India - Family owned and operated The Creative Texture Group is ready to introduce its bedding products to the U.S. market, now that it has laid the groundwork to expand its business with new equipment, larger facilities and greater capacity.

Pal Vannan, head of marketing, explained to HTT that the company opened its doors officially last year as Creative Texture's home textiles division, and goes by the same name. The parent company was primarily focused on producing grey and finished fabrics when the owners decided to also produce finished home textiles products, as well.

"We had wide-width looms, so we thought, ‘why not also offer a more complete line,'" Vannan said. "To have not just fabric but home textiles, also, is a better bet."

That was just one year ago.

Today, Creative Texture manufacturers luxury bed linens and towels for the retail and hospitality markets from its state-of the-art integrated plants, which include weaving and sewing operations. Among its many sheeting and decorative top-of-bed lines is a bevy of organic products.

The company has invested in equipment and technology at all of its facilities that take the environment into consideration. The company added that "everything is recycled" and "treatment plants recover and process 100% of water to ensure zero discharge into the environment."

Creative Texture's first American-bound products will hit store shelves later this fall or early winter, and the company is working to expand that business through next year to hit a goal of $15 million in retail business in the U.S. by 2015.

Vannan said part of that strategy is to participate in the New York Home Fashions Market next year and possibly open a U.S. office later down the line.

"We believe the U.S. market is going to be a very good market for us going forward," Vannan summed.

The company's product offering ranges from nursery and crib bedding through regular twin, queen and king sizes for the child, tween, teen and adult markets.

Sheets come in thread counts of 180 through 1,400.

More recently, high-end product has been a focus, as Creative Texture is able to include special details and embellishments to its collections for this market segment.

As Vannan pointed out, "lots of pleating and many more techniques, all at very economical costs."

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