NEWS
12 Sep 2019
1. What inspired you to create organic and Fairtrade certified textile products?
I had a career in retail fashion and furnishings, working in Buying & Merchandising for major retail multiples, before founding fou furnishings ® in 2009. Increasingly aware of the lack of transparency within retail supply chains and the lack of visibility on how our product choices link to the human man story behind the products sourced, the shared environment and our wellbeing; I decided to design an organic and fair trade sustainable supply chain from scratch. I took a year out and completed an MSc in Product Design & Development, focusing on organic and Fairtrade supply chains from a retail perspective. Looking at different geographic sources, supply chain models and interviewing many stakeholders involved in organic and Fairtrade textiles across the industry.
2. What were the main challenges you faced in order to get it started; and are you still facing these challenges today?
The main challenge was finding certified organic and Fairtrade textile producers who could make the quality and quantity required to our specification. Of course, funding, like every start-up and marketing. Awareness of organic textiles is low, so communicating the benefits for the buyer and the story behind the label.
Sourcing has become easier as we have built the business and relationships with our producers in different geographies. In addition, we designed a certified supply chain from scratch to address some of the sourcing challenges. This allows us to source transparently and directly. The Global Organic Textile Standard (GOTS) database is helpful too as the public database allows you to search. Also, speaking to the certified bodies who also are aware of different producers. Marketing and communication of the benefits and quality remain a key challenge for organic and Fairtrade textiles. There is also a perception of high prices attached to ‘organic’ which, given the direct sourcing model is not the case. Sourcing and selling directly means fou furnishings ® luxury organic linens are competitively priced against their luxury branded counterparts, with the premium for Fairtrade and organic cotton positively impacting those in the supply chain and the environment.
3. What were the most memorable, defying moments during this time?
The most defining moments are celebrating the wins – presenting to the ‘eco committee’ of an international hotel chain and getting a contract for baby bedding. Selling to a luxury yacht. Overcoming challenges such as returning consignments with quality issues and technology for a new website being discontinued less than a year after launch; requiring a whole new website design, technology platform and creative agency.
4. What helped you to see it through to the end?
Good question. From the MSc, I came out with a business plan which led to a detailed project plan. Going through this one step at a time, turning the challenges in to opportunities. I think also a real belief that sourcing sustainably is so important. The huge impact of our product choices is increasingly visible - social, environmental and ethical. From textile products, to plastics to the micro beads in beauty products.
5. What are your plans for the next 5 years?
To raise the profile of organic and Fairtrade textiles from niche to the norm when considering product choices, whether for someone’s home, boutique hotel or retail products. This will support growth of the industry and businesses like fou furnishings ®.
