Textile supplier BekaertDeslee, with world headquarters in Waregem, Belgium, expanded its reach in China with the addition of a new sales showroom and staff in Chengdu, the capital of southwestern China’s Sichuan province. The manufacturing and head offices for BekaertDeslee’s China unit are in the Shanghai region (Wuxi) on China’s East coast. In addition, the company operates a sales showroom in the south in Dongguan.
The Chengdu location, which opened June 9, “was a logical next step,” the company said, “as the city has become one of the largest furniture hubs in China.”
Concurrently with the new sales showroom launch, BekaertDeslee kicked off a traveling roadshow officially introducing the Awaken product collection. The new fabrics feature warm, gentle colors and fresh designs to awaken the senses and shake off doldrums, the company said. From late June to mid-July, China team members are traveling the country, presenting the latest products to customers.
BekaertDeslee China is equipped with regional design, development and marketing teams that service more than 200 Chinese customers. It also ships goods to other BekaertDeslee business units and international customers. BekaertDeslee has been manufacturing in China since 2003. Its self-contained operation has knitting, weaving and finishing capabilities. As of last year, the Wuxi plant added a cut-and-sew department that produces mattress and pillow covers, as well as protectors.