By establishing the “Textile Spaces Initiative” (Initiative Textile Räume) companies involved in home textiles are intending to breathe new life into a sector that has been stagnating for years, and in doing so, boost sales for home textiles.

The first major step will involve the launch of a large-scale, joint communications campaign targeting consumers. The creative minds behind the initiative, which include fibre maker Trevira, top interior designer Martin Pötz from Darmstadt and Karsten Brandt from German wallpaper manufacturers’ association “Verband der Deutschen Tapetenindustrie”, are keen to improve the image of home textiles among consumers by giving this market segment a much needed boost. They intend to achieve their objectives through an industry network, carried by the entire supply chain. “Home textiles are essential to making a house into a home. Not only are they decorative but they also fulfill a whole range of other functions,” states Markus Saga, Managing Director of German interior design association “Zentralverband Raum und Ausstattung” (ZVR). It is this message that the initiative wishes to communicate to consumers.

“We see this initiative which embraces everyone involved in the home textiles market – e.g. suppliers and manufacturers, editors, publishers and interior designers – as a major and important milestone,” states Claus Anstoetz from JAB Anstoetz: “We believe we have to start with the consumer if we want to change people’s perceptions in the trade. This means that everyone involved in the sector has a part to play.”

The founding members of the initiative are: Christian Fischbacher, Création Baumann, Backhausen, Gebr. Munzert, Gessner, Interstil, JAB Anstoetz Group including all brands, JOKA-W.& L. Jordan, Kupferoth Interiors, Nya Nordiska including all brands, Rasch Textil, Romo Group, Sahco, Saum&Viebahn, Schmitz-Werke, Trevira, Zimmer + Rohde as well as the ZVR and its European umbrella association EuroInterior. At its annual conference, the ZVR voted in favour of the initiative, asking all members to support it. The German home textiles manufacturers’ association“Verband der Deutschen Heimtextilien-Industrie e.V.” and the Heimtextil trade fair have welcomed the campaign and have likewise pledged their support. The campaign is due to launch in the first quarter of 2015.

[ www.textile-raume.de]