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Joaps Malhas ahead of fashion

For the second time at Première Vision Fabrics, where it debuted September last year, Joaps Malhas has strong expectations for expanding its customers’ list, where are already names such as Burberry and AllSaints, with a varied offer, from fashion to technical fabrics.

In the last edition of the fabrics show, fashion was on the spotlight, with proposals for Spring-Summer 2017, where lyocell, silk, jacquard, prints, foiles, devorés and sublimated fabrics were dominant, specially directed to womenswear. «We create our collection according to Première Vision’s colour palette and trends», reveals Carla Araújo, who cumulates marketing and product development functions in Joaps Malhas, in an article published in Jornal Têxtil’s February’s issue.

But the company’s offer is varied, thanks to its production capability, made with the 23 looms that constitute the assembly of machinery of Joaps Malhas. «We make the development and we are knitters. Dyeing and finishes are outsourced», says the marketing and product development’s responsible. The company also has an offer of technical knits, with characteristics as anti-odour, waterproof, fast dry and several other special finishes. «We end up having clients that also want technical products, because at Première Vision there are visitors from all over the world», she highlights.

Sweden, Lithuania and England are the main markets, with the company exporting 35% of its production. «Exports are very recent. We are gradually increasing and it’s really with the contacts we have been doing in trade shows», says Carla Araújo. France, Spain and Germany, to where it already sells, are countries on Joaps Malhas’s sight, which is also actively searching for new clients and markets. «Our vision to increase our sales is really bet on trade shows, in internationalization, because the idea is to export increasingly more, direct and indirectly», she adds. AllSaints and Burberry are part of the list of clients of the company, which employs 26 people and had a turnover of 5.5 million euros in 2015. «Two years ago was a great year, 2015 wasn’t worse – it was a balanced year», she says.

The growing investment on trade shows and differentiated products, however, encourage the prospects for this year. «We expect 2016 to be a better year, also because investments have been higher, both in the development and in the commercial side», points out the responsible. «Education is important. If people always have the mind-set to evolve and be aware of reality, they don’t get stalled and acquire another vision», she believes, hence the importance of getting out of the company and of the country and to be in international trade shows. «It provides another way of seeing things, completely different. It is crucial to be aware of trends, to understand the needs and meet the client», concludes Carla Araújo.