Ulster Weavers repositioning its business after 140 years

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An example of the new contemporary kitchen textiles and housewares collections to be launched by Ulster Weavers at Spring Fair 2022 in Birmingham, UK in February.

LISBURN, Northern Ireland – Ulster Weavers, a 140-year-old textile manufacturer from Northern Ireland, is going through his biggest change in generations as he repositioning his business as a contemporary textile and household goods brand targeting millennial audiences.

The company, which has customers in 50 countries including the United States, is showcasing new contemporary collections of kitchen textiles and housewares inspired by the places and culture of Northern Ireland as part of the relaunch of the big brand.

“The roots that drive us are a powerful combination for a brand in today’s market – from our heritage and our linen provenance to our local craftsmanship, our textile specialization and the quality of the design and product. Said Gillian McLean, Managing Director of Ulster Weavers. “In a highly competitive category, we now need to tell our story, connect with a new and growing audience, and achieve our goal of enriching homes and lives everywhere.”

Ulster Weavers has its roots in Northern Ireland’s famous linen industry, founded in 1880, and is today known for its vibrant textiles, with products that include tea towels, aprons and oven mitts.

The company’s new collections will include a range of new home furnishings in contemporary designs that will be unveiled at the Spring Fair in Birmingham, UK, in February 2022.

“We carried out a market and global audience research program. Our goal was to map macro trends impacting our category and identify white spaces, key lifestyle movements and consumer audiences that offered opportunities, ”said Annie David, Chief Innovation Officer. at Ulster Weavers. “This knowledge and ideas have provided the cornerstone of our brand rejuvenation and informed our vision to bring inspiration and craftsmanship to every household around the world. “

David said the company plans to continue to stay “on the lookout for consumer and design trends in the future to inform the continued development of new products.”

With the relaunch of the brand comes a commitment from Ulster Weavers to grow in a sustainable manner, with a commitment to align its strategy with several United Nations Sustainable Development Goals and to manufacture approximately three-quarters of its new products. retail in Northern Ireland.


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