UK Fabric Exhibitors Return to Decorex with High-End Products

December 12, 2000

Exhibition Focuses on Regaining Audience and 'Recaptures Hearts of the Trade'

London — After 10 years at Syon Park, Decorex International moved into central London in October and "has recaptured the hearts of the trade," one exhibitor commented.

High-end fabric firms, who deserted the show in favor of Focus last year, returned to Decorex, which was held at the Royal Chelsea Hospital, home of the world-famous Chelsea Flower Show.

Decorex attracted more than 220 exhibitors, representing approximately 350 different companies, and around 14,650 professional visitors, 14% of whom were from outside the U.K.

Featuring products at the cutting edge of contemporary design, this year's exhibition, aimed at interior designers, retailers, contract specifiers and architects, coincided with Focus, which took place at the Chelsea Harbour Design Centre.

Two companies under The Interior Collection umbrella made their debut to the U.K. interior designer trade at Decorex.

Squigee Textile Design used the event to launch its new "Urban Print" collection, comprising screen-printed fabrics in more than 86 color and base cloth variations.

Established in Glasgow in 1997 by Natasha Marshall and Neil Fullerton, the company has already become known for its contemporary designs.

Its first major collection was inspired by photographs of gritty urban landscapes and consists of 16 designs printed on Irish linen, velvet and cotton devoré sheers. Marshall said the fabrics could be used for both the contract and residential market.

On the export front, agents have been appointed in New York, Belgium, Norway and Ireland. Squigee has helped its cause by winning the Export Breakthrough Award given by Glasgow City Council and United Distillers.

Meanwhile, David Yeomans Fabrics of Milverton, Somerset, made its first launch in the U.K. — two printed collections and a jacquard woven range, all printed or dyed on 100% cotton base cloths.

A couple of years ago, customers convinced interior designer David Yeomans, who previously worked for Osborne & Little, to launch his own range of fabrics. In a short time, he has met with great success in exporting, particularly to the buoyant U.S. market, where the products are distributed by Payne (a division of Westgate Fabrics).

Distributors in Spain and Italy were appointed last year, with France, Belgium, South Africa and Australia and Portugal signing more recently. The company also hoped to tie up arrangements made at Decorex with distributors in the Netherlands and Portugal.

With 100% of his fabric business in exports, Yeomans used Decorex to expand into the U.K. market. "We offer classic, elegant designs in an eclectic range but at prices of less than £30 a meter," he said.

Other product highlights from Decorex included "Lochwinnoch," a new furnishings collection from The Isle Mill; the "Atlas Collection" of dramatic prints on cotton, silk and suede from Andrew Martin; and "Alcina," a new collection of printed fabric and wallpaper from Anna French.

Native American society was the theme of two of the largest exhibitors at Decorex. Showing for the first time at the event, Warwick Fabrics launched "Cheyenne," a collection inspired by native American Indian culture, while Monkwell's new "Adobe" fabric collection was inspired by the high sierras and mountain people of South America.


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