“With the partnership with Valdese, we’re now able to do whole room settings, create more attention at retail and take up more retail space,” Eger said. “That’s given us a more balanced product offering.”
Over the past season or two, the product has become more “residential looking,” he added, meaning more multi-colored, textural and dimensional. “That’s given us a broader perspective, not only in terms of the traditional manufacturer, but we also have a really strong edge in the contemporary phase,” he said.
Crypton is taking a big step in marketing the brand to consumers, as well, according to Dana Kelman, senior marketing manager.
“We do a ton of consumer outreach,” she said. “We participate in a lot of charity functions that bring people in to see Crypton Home in action. So we try to create experiences outside the normal environment so people see it, become aware of it and come into the store and ask for it.”
To that end, the company also is active on social media channels, which has proven to be a successful technique in engaging consumers, distributors and retailers, she added.
Since the company’s inception in 1993, Crypton has provided stain-free, easy-to-clean fabric technology. Its formulations are developed and blended at its Kings Mountain, N.C., manufacturing facility.
The company is also eco-conscious, Kelman said, noting that its technology is third-part GREENGUARD Gold Certified. Crypton uses silver ion technology, not leaching antimicrobials, and is free of potentially harmful levels of PFOs, PFOA, formaldehyde, heavy metals, phenols, phthalates and odor and skin sensitizers, she added.
Expanding into the residential realm has been a natural extension, Eger said.
“We’ve come into a market with a superior performance fabric at a time the market was ready to grow that segment of the business,” he said. “And since we’ve entered it, we’ve seen a continued growth on the performance side and we hope we were a part of moving that forward.”
Valdese celebration, product expansion continues
At Valdese Weavers’ expansive showrooms – which encompassed nearly an entire floor of the High Point Market building – Anna Hilton, the company’s market manager of Drapery, showed eTC the latest offerings of the company’s four residential brands. At the show, the company touted its recent move into the window category with the launch of its new drapery collection of fabrics.
Posted January 11, 2016
By Devin Steele (DSteele@eTextileCommunications.com)
HIGH POINT, N.C. – Crypton used the semi-annual ITMA Showtime decorative fabric show here last month to continue to boost awareness of its residential offerings, according to Jack Eger, senior vice president of Sales.
The Bloomfield Hills, Minn.-based producer of stain- and odor-resistant fabrics has expanded the styles of its products in the residential segment after more than two decades of success on the contract side, he said.
“We’re building brand recognition, not only with the furniture manufacturers here – and our numbers are increasing in terms of the people who have adopted the program – but also with retail chains,” Eger said. “We’ve been really working hard at that, trying to spread the name recognition at all levels of distribution. That’s become important.”
In 2013, Crypton cast a wider net in the residential furniture market when it partnered with Valdese Weavers of Valdese, N.C. on an exclusive collection of performance fabrics. Last year, an expansion of the Crypton Home collection opened the program across all Valdese brands, including custom products and exclusives.
ITMA SHOWTIME – Part 1
Crypton homes in on raising residential product awareness
Crypton representatives Dana Kelman and Jack Eger
Crypton Home collection
Crypton Home fabrics
Crypton representatives Dana Kelman and Jack Eger
Anna Hilton, Valdese Weavers' marketing manager of Drapery
Valdese Weavers' Chief Creative Officer Laura Levinson (R) shows latest collection to Michael Leonard and Marcia Weiss of Philadelphia University.
In celebration of its 100th anniversary last year, Valdese Weavers displayed re-creations of some of its most popular fabrics at Showtime.
Anna Hilton, Valdese Weavers' marketing manager of Drapery
“Drapery is one of our fastest-growing new developments,” she said. “People are really taking to it. We’ve seen a really positive response across the board.”
In celebration of its 100th anniversary last year, Valdese Weavers re-created 100 of its most popular fabrics for Showtime. Fifty of these fabrics were on display at Showtime last June, and the remaining 50 were shown during its most recent run. The fabrics illustrate the company’s best sellers across all residential applications, from upholstery to bedding to luggage.
Among highlights of each of the four brands:
Valdese Weavers
The namesake brand debuted new selections with eastern Asian influence in its Japanesque collection, which was inspired by Japanese techniques such as shibori (dyeing) and sashiko (stitching). It also introduced a new warp, the poly slub warp with a coarse count that creates soft linen looks and slub effects.
Circa 1801
The company touted this collection as “classic modern,” with timeless patterns updated with revamped designs and renewed colorations for designer interiors. Stripes, paisley and plaids characterized the fabrics.
Home Fabrics by Wesley Mancini
This season’s featured collection, Modern Mix, continued to be influenced by trendy metallic, but it played more of a supporting role as an accent this season – especially when combined with a variety of drier yarns, chenille constructions and weave details.
Dicey Fabrics
Valdese Weavers’ acquisition of the Dicey Fabrics last year resulted in a year-long revitalization of the fabric brand. The next generation of its fabrics brought more weave detail and more attention to construction, the company said. Premiering was Artisan Weave, a collection of fabrics that exude texture and hand-woven appeal.