Shanghai Homeland Textile Co. Ltd.
Jeff Linville -- Furniture Today, August 24, 2006
SHANGHAI, China—Design and product development are key to success for Shanghai Homeland Textile Co. Ltd.
Founded in 2000, the privately held manufacturer specializes in upholstery fabrics, curtains, bed linens and home accessories, which generate annual sales of approximately US$ 15 million. The company balances its business between the domestic Chinese market and the export trade. Currently, Europe is the company’s largest export market; the U.S. represents less than 10 percent of sales but is a rapidly growing market for the company.
Shanghai Homeland owns and operates manufacturing facilities totaling 3,000 square meters, including three jacquard mills with more than 250 looms, capable of producing fabric in widths from 150 centimeters to 300 centimeters. The company offers a variety of constructions, including jacquard woven fabrics, dobby woven fabrics, flocked fabrics and embroideries.
In finished products, Shanghai Homeland operates 60 sewing machines and is capable of producing 300,000 pairs of curtains and 60,000 sets of bed linens per year. The company has more than 150 employees and its mill has passed stringent quality control audits from major retail customers. Shanghai Homeland distributes its products to major upscale retailers in Europe and the U.S.
Shanghai Homeland aims to become a fashion-forward leader in the global home textiles industry, and therefore maintains an in-house design studio. Shanghai Homeland invests 20 percent of its gross profit in design and product development. The company works on its own specific samples and also develops exclusive designs for its customers. Calling it the “easy true” process, Shanghai Homeland offers a complete package of services; these include presenting customers with a wide selection of materials, texture applications and color swatches, fabricating sample yardage and producing finished products. Using all of these services, Shanghai Homeland specializes in turning its customers’ ideas into reality.