Carolina Mills Finds Niche, Selling to Contract Furniture Makers
December 12, 2000
Hickory, N.C. (USA) — Carolina Mills Inc. has found a strong niche for its line of olefin, cotton-rich and all-cotton chenilles in $3.50 to $5.95 price points, according to Dan Sullivan, director of commercial development.
Previously, Carolina was entirely focused on the cotton apparel industry but the company switched to the upholstery business over the last four years.
When Sullivan retired from Burlington Madison Yarns in 1998 after a 25-year career there, he had just concluded the sale of this company to Carolina Mills. He was then asked to join Carolina as the manager of its small weaving division. He works closely with Michael Burch, sales manager, who joined Carolina eight years ago.
"We find that whatever we sell to the residential market ends up in the contract business too," Burch pointed out. Carolina sells to contract furniture manufacturers like Office Star and Office Master and to contract jobbers.
"Our minimum order is one piece or better. We're focused on 5-10 multi colored warps for a quick turnaround," he said. By focusing on a limited number of warps, Burch gave the needed direction to Amy Van Hook, Carolina's chief designer.
"It is now the fastest growing part of Carolina Mills," Sullivan said. Carolina scored a hit with the American furniture industry in October with its new collection of olefin chenilles with the look and hand of acrylics, Sullivan said. "It's hard to tell the difference between our olefins and acrylic lines."
"Why make $7 chenilles on a dobby loom when you can offer a high perceived value with olefin at a much lower price," he said.
The fabric lines are all dobby patterns produced on 94 looms based in Newton (cotton line) and Hickory (olefin line) with a quick ship program for the domestic market. The rest of the line is delivered in four weeks, Sullivan said.
The company showed at Decosit for the first time this year and is looking to expand its showroom in High Point. F&FI
Previously, Carolina was entirely focused on the cotton apparel industry but the company switched to the upholstery business over the last four years.
When Sullivan retired from Burlington Madison Yarns in 1998 after a 25-year career there, he had just concluded the sale of this company to Carolina Mills. He was then asked to join Carolina as the manager of its small weaving division. He works closely with Michael Burch, sales manager, who joined Carolina eight years ago.
"We find that whatever we sell to the residential market ends up in the contract business too," Burch pointed out. Carolina sells to contract furniture manufacturers like Office Star and Office Master and to contract jobbers.
"Our minimum order is one piece or better. We're focused on 5-10 multi colored warps for a quick turnaround," he said. By focusing on a limited number of warps, Burch gave the needed direction to Amy Van Hook, Carolina's chief designer.
"It is now the fastest growing part of Carolina Mills," Sullivan said. Carolina scored a hit with the American furniture industry in October with its new collection of olefin chenilles with the look and hand of acrylics, Sullivan said. "It's hard to tell the difference between our olefins and acrylic lines."
"Why make $7 chenilles on a dobby loom when you can offer a high perceived value with olefin at a much lower price," he said.
The fabric lines are all dobby patterns produced on 94 looms based in Newton (cotton line) and Hickory (olefin line) with a quick ship program for the domestic market. The rest of the line is delivered in four weeks, Sullivan said.
The company showed at Decosit for the first time this year and is looking to expand its showroom in High Point. F&FI
