Magheralin, Northern Ireland – At a time when the overall U.K. textile market is growing at just two percent a year, Broomhill has doubled its turnover in the past five years, and the company expects to maintain this scale of growth through 2005. Over the past two years Broomhill has implemented an ambitious $4.8 million investment strategy with the intention of improving technology, design, staffing and marketing, Broomhill Managing Director Gary Irwin explained. New technology, including computerized handling and dispatch systems and cutting facilities, has been introduced to enhance manufacturing pro-cesses and double production capacity. A new computer-aided design studio and talented, young designers complement these investments.

Broomhill Home Furnish-ings was established in 1952 by Irwin's great-grandfather, Gary, with a workforce of just five. Today it is a family-run and independently owned manufacturer. It now employs more than 130 people and has a turnover reported to be around $16 million.

As well as having one of Northern Ireland's largest quilting operations, Broom-hill also makes branded bedlinen collections under license for Benetton, Jane Churchill and Ports of Call by Jeff Banks.

Recent studies indicate that, on average, Britons purchase adult bedlinen every 3-6 years and 43 percent visit only one store to purchase bedlinen. Some 43 percent of purchases are linked to bedroom redecoration, in which half choose the bedlinen before the floorcovering and wall décor. Broomhill's market research also suggests that design and color are the key to bedlinen purchasing: an in-store presence is vital, and must inspire consumers.

Although consumers are becoming more aware of the fashionability of interiors, buying bedlinen is not always a first priority. ''However, consumers are becoming younger and more 'style aware,''' said Anne Johnston, Marketing Director. ''And while they are becoming braver in their choices, they still like to see coordination opportunities.''