Ulster Weavers states that it is going through ‘its biggest change in generations’ as it repositions itself as a contemporary homeware brand targeting the millennial audience. As a result of its brand relaunch, the 140 year-old manufacturer plans to increase turnover 100% between now and September 2024.
Renowned for its vibrant tea towels, apron and oven mitts, Ulster Weavers is introducing new contemporary kitchen textile and homeware collections that are inspired by the places and culture of Northern Ireland, where the company is based.
The new collections (along with new home furnishing items in contemporary designs) will be unveiled at Spring Fair (NEC Birmingham, February 6-9 2022_.
The brand relaunch is allied to a pledge by Ulster Weavers to grow sustainably (in line with UN Sustainable Development Goals 9, 11,12 and 14). The company says it will make approximately three quarters of its new retail products in Northern Ireland.
“Ulster Weavers has been linen makers and shapers since 1880,” acknowledges Gillian McLean, managing director. “The roots that ground us are a powerful combination for a brand in today’s marketplace – from our linen heritage and provenance to our local craftsmanship, textiles specialism, and quality of design and product. In a highly competitive category, we now need to retell our story, connect with a new and burgeoning audience and deliver on our purpose to enrich homes and lives everywhere.”
She adds: “Our commitment to operating sustainably for the benefit of our customers’ businesses and our consumers’ lives is a key part of our strategy and makes business sense. Producing locally, responsibly, and sustainably not only supports the social and economic welfare of our local community but also protects the environment for future generations.”
Top: New textiles from Ulster Weavers.
