Crypton Begins Push into Residential Sector

January 13, 2003

New York - Crypton principal Randy Rubin is forecasting more than doubling the size of the company, from $90 million to $200 million in distributor level sales, in the next decade, thanks in part to the growth of its Crypton Style® residential fabric technology.

For 2002, sales are up 34 percent, Rubin said. Crypton is one of the most specified products in the hotel and healthcare markets due to its stain- and moisture-resistance and its anti-microbial properties. It has also been specified for use by the U.S. government.

Now the company is trying to build sales in the residential market. ''We have sold 18 million yards of Crypton fabric through the contract trade worldwide in the last nine years. We expect that the residential market we are now pursuing will be even larger,'' she said.

''Why wouldn't the consumer want Crypton? If you knew something was stain-repellent, wouldn't you want it in your home?''

One of the obstacles in marketing Crypton to the residential market, however, has been making a product with a smooth hand. To address the problem, the company bought a factory in King's Mountain, N.C., a year ago and started finishing the fabric itself.

''We also expect to add more mills to the Crypton residential program as we offer a more dimensional and softer hand with new technology,'' Rubin said. Valdese Weavers (Valdese, N.C.), Sunbury (New York) and Craftex (Newport Beach, Calif.) are producing the residential lines where Crypton is featured. Currently, Bloomingdale's Home Stores is offering Crypton Style® through its eight home furnishings stores. Other regional, middle-end furniture stores will begin to offer the product down the road, she said.

Rubin estimated that Crypton accounts for 10 percent of the contract upholstery market today but the company would like to see its share grow to 25 percent.

''Once the flammability laws change in the U.S.A., Crypton is well positioned to grow to the next stage. Right now, Crypton passes the Crib 5 British Standard as well as the IMO Res 62 steamship standard. Europe represents a challenge to us in regards to the flammability issue,'' she said.

The company has also launched a specialty cleaner, Crypton Upholstery Cleaner, through the new Crypton Care® division. It is available to the contract trade and the residential market through independent cleaning supply distributors as well as through retailers of residential furniture. F&FI


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