BuildingEnduringBrands
GlenRavenbrandevolutionfrom1880tothepresent
ABriefHistoryofBranding
Whilebrandbuildingisastrategicelementof21stCentury marketing,theoriginofbrandsisantiquity.Potters’marks appearedonpotteryandporcelainfromChina,Greece,Rome andIndiaasearlyas1300B.C.Thereisevidenceofadvertising amongtheBabyloniansin3000B.C.
Breadmakers,goldandsilversmithswererequiredin Englandduringthe1200stoputtheirmarksongoodsas awayofassuringhonestmeasures.DuringMedievaltimes, printersandpapermakersusedmarks,givingrisetoaterm stillusedtoday,“watermark.”
Moderndaybrandingbegantogrowinthelate19thandearly 20thCenturywiththeadventofnationallymarketedconsumer packagedgoods.Massmanufacturerscompetingwithlocal makersofsoaps,cerealsandclothingrecognizedthatbrands wouldbeessentialiftheyweretocompetewithlocalsources thatconsumersknewonapersonalbasis.
Throughouthistory,brandshavebeenusedtoidentifythe sourceofaproduct,whichinturncontributestoperceptions ofquality,differentiatesoneproductfromanotherandconveys corevaluesofhonestyandintegrity.Today’sleadingbrands goevenfurtherbyengenderingemotionalreactionsofpride andself-esteemforloyalusers.
DearReaders:
Whenmygrandfatherfoundedourcompanyin1880helaid thegroundworkforaphilosophyofbrandingthatwecontinue tofollowtoday.Herecognizedthatwhilebrandingmaybegin withmemorablenames,logosandtaglines,trulyiconicbrands drawtheirstrengthfromunderlyingvaluesystems.
ThevaluesthatJohnQ.Gantchampioned–integrity,quality, fiscalresponsibility,innovationandrespectforindividuals–continuetoserveasthecorevaluesforallofourbrands.Glen Ravencustomersknowthatwhentheypurchaseproductsunder anyofourbrandstheyarenotonlypurchasingaqualityfabric, serviceorrelatedcomponent,theyarealsopurchasingavalue systemthatinstillsconfidence.
Brandsareultimatelyabouttrust.Ifyoulookbacktotheera inwhichourcompanywasfounded,mostfinancialtransactions upuntilthattime–personalandbusiness–werebasedon relationships.Youknewthecraftsmanorthemillbehind virtuallyanyproductorserviceyoupurchased.Intoday’s modernera,thecraftsman’sassurancehasbeenreplaced withbrandsthatengendersimilarfeelingsoftrust,loyalty andconnection.GlenRavenbrandsemergedfromarespect forthecraftsman’spride.
Inadditiontocontributingtoconfidencewhenpurchasingour products,GlenRaven’sphilosophyofbrandingbenefitsour customersinoneotherimportantway.Becauseweinvestin supportingleadingbrands–suchasSunbrella® andDickson® –companiesthatincludeourproductsascomponentsintheir products,benefitfromtheassociationwithourbrands.This associationultimatelytranslatesintobuyerpreferenceand marketplacepremiums.
InadditiontotheGlenRavencorporatebrand,wearestewards ofalargeandgrowingfamilyofglobalbrands.Dicksonis recognizedforqualityawningfabricsthroughoutEuropeand aroundtheworld.Sunbrellaiscertainlyourmostwidelyknown brand,owingtothefactthatSunbrellaredefinedperformance fabricsandhasbeenchampionedbyanongoingprogramof marketingcommunicationstothetradeandtoconsumers.
InthisRavenTM magazine,wearefeaturinganoverviewofour brands.Thisissueisorganizedaroundthediversemarketswe serve,fromfurnituretoautomotive,highlightingtheindustry leadingbrandsweofferineachsegment.Youwillalsomeet someofour“brandchampions”inthisissue–dedicated professionalswhoareassuringthatwe“buildenduringbrands” asenvisionedinourstatementofcorevalues,“2020Quest.”
Brandingillustratesoneofmanywaysinwhichweareworking tocreatevalueforallofourstakeholders.WhenGlenRaven brandsarerecognizedforintegrity,innovationandquality,our customers,employees,tradepartnersandshareholdersbenefit.
AllenE.Gant,Jr. President
2-3 4-5 6-7 8-9 10-11 12-13 14-15 16-17
®
CorporateBrands G lenRaven® istheumbrellabrandforourcompany andfortwootherbrandswithoriginsdatingback 100yearsormore.GlenRavenalsoservesasa productbrandformanyofthemarketsegmentsweserve, fromautomotivetomilitary.
Dickson® isthemarketleadingbrandinsunprotection throughoutEuropeandaroundtheworld,while TriVantage™isthenewestGlenRavencorporate brand,createdthroughtheacquisitionandmerger ofTheAstrupCompanyandJohnBoyle&Company during2007.ThenewTriVantagebrandcoversan arrayofdistributionandcustomersupportservices.
Re-Launchingthe GlenRaven® Brand A corporate sthe20thCenturywascomingtoaclose,Glen Ravenbegantoexplorewhetheritsbrand,which originatedinthelate1800s,wasinneedofan update.Formorethan100years,thecompanyhadbuilt acorporatebrandimageofintegrity,honestyandquality, pluscommitmentofservicetoallstakeholders.
“TheGlenRavenmarkwasreveredwithinthecompany andbylong-termcustomers,butwithanewmillennium onthehorizon,webegantoexplorewhetherandhowthe markcouldbeupdatedfortheglobal,technicallyadvanced marketsegmentsweserve,”saidSueRich,corporatevice presidentandcorporatebrandmanagerforGlenRaven.
Afternumerousdrafts,anewcorporatebrandmark emergedthatresonatedwithcustomersandemployeesas rightforGlenRaveninthe21stCentury.Thenew“Ribbon Raven”logowasdesignedasamodernrepresentationof thecompany,reflectingarichheritage,yetforward-looking andupdatedforthetimes.Thecompanynamewasalso revised,removing“Mills”tobecomeGlenRaven,Inc., reflectingaglobalproductdevelopment,brandingand marketingfocus.
“WelaunchedthenewGlenRavenlogoin2000andeight yearslateritstillfeelsrightforus,”saidRich,who managedthebrandre-positioningprocessandwhose responsibilitiesincludecorporatebrandmanagement aswellasmerchandising,tradeshowandcustomer supportforGlenRavenCustomFabricsanditsSunbrella® brand.“Wehavealwaysbeenacompanyfocusedonour customers,andthisisthereasonthatpeoplerespectour corporatebrandandwanttopartnerwithGlenRaven.”
SueRich CorporateVicePresidentandBrandManager;Sunbrella®MerchandisingManager
Afterearningabachelor’sdegreeinEnglish/journalismwitha minorincommunicationsfromElonUniversity,SueRichpursued acareerinnewspaperjournalism,subsequentlyjoiningGlenRaven in1992.DuringhercareerwithGlenRaven,shehasservedas employeedevelopmentmanagerandstrategicplanningmanager. ShecurrentlydevotesherenergiestothesupportoftheGlen RavencorporatebrandandtheSunbrella® fabricsbrand. (srich@glenraven.com)
ABOVE: SueRichleadingaseminaronGlenRavenbrandstandards.
LOGISTICS/DISTRIBUTIONBRANDS nadditiontoproductbrands,GlenRavensupportsthree servicebrands–GlenRavenLogistics,GlenRavenAsia andTriVantage™.
TheGlenRavenLogisticsbrandisbackedbyafull-service logisticsandtransportationcompanythatbeganasGlen Raven’sinternaltruckingline.Fromitshumblebeginnings asaserviceprovidertoGlenRavenplantsandcustomers, Logisticshascomeintoitsown,capableofsupporting globalsupplychains.
GlenRavenAsiareferstoGlenRaven’sbusinesscenter inChina.Thisenterprisebrandisdedicatedtoseveral missions,includingestablishingsourcingrelationships throughoutAsia,expandingthesalesofGlenRaven productsintheregionandprovidingSunbrella® fabrics tofurnituremanufacturersinChina.
TriVantageisthenewGlenRavendistributionsubsidiary brand,formedthroughtheacquisitionandsubsequent mergerofTheAstrupCompanyandJohnBoyle&Company. TheTriVantagebrandstandsforenhancedefficiencyof supplychains,closerrelationshipswithcustomersand innovativeproductsandservices.
RIGHTPRODUCT,RIGHTPLACE, RIGHTTIME,RIGHTPRICE SteveTothisquicktoacknowledgethatdistribution isacomplexbusiness:multipleproductlinesfrom multiplesuppliers,demandingcustomersand anetworkofbranchofficesandwarehouses.Despite thesecomplexities,theultimatemeasureofsuccess foradistributionbrandissimple–therightproduct intherightplaceattherighttimeattherightprice.
“ThemergerofAstrup,BoyleandGlenRavenbrandsis thebestdecisionanyofushasevermade,”saidToth,vice presidentandoperationsmanagerforthenewGlenRaven distributionbrand,TriVantage.“Wehavegivenourselvesthe opportunitytoimproveservice,enhanceourproductofferings and,mostimportantly,promotegrowthforeveryone.”
BeforeGlenRavencompleteditsacquisitionofTheAstrup CompanyandJohnBoyle&Company,agreatdealof
SteveToth
VicePresidentandOperationsManager,TriVantageTM
SteveTothjoinedtheTheAstrupCompanyin1984asassistant branchmanageroftheOhioDistributionDivision.Duringhis careerwithAstrup,hehasservedasassistantregional manager,OhioBranchmanagerandvicepresident.Most recentlyTothwasnamedvicepresidentandoperations managerforTriVantage.(stoth@glenraven.com)
ABOVE: SteveTothmanagingmergerprocessinClevelandoffice.
thoughtwasgiventoaligningbrandvaluesofthe companies.Asfamilyownedbusinessesandtradepartners formorethan100years,thesynergyofvalueshasbeen strongandsupportiveofthecombinationintoanew brand–TriVantage,signifyingacombinationofthree entitieswithadvantagesforallcustomers.
“WhenyoutalkaboutAstrup,BoyleorGlenRaven,you aretalkingaboutsonsandgrandsonswhoworkedwith fathersandgrandfathers,”Tothsaid.“Thisbusinessisall aboutrelationshipbuildingandtrust,andthosebrand valueswillcontinue.”
2007and2008aretransitionyearsforAstrup,Boyle andGlenRavenassalesterritoriesandbranchoffices arerealignedandproductlinesaremerged.Consolidated informationsystemsarescheduledtogoliveinthespring.
“Ournewbrandisacombinationofallthreecompanies, whichiswhyweselectedthenamethatwedid,”Tothsaid. “Becauseourbrandvaluessyncup,thebasicswillremain thesame,whileservicelevelsandproductinnovationare targetedforenhancement.”
Logistics/ Distribution
Marine MarineBrands Owingtofaderesistance,durabilityandvirtual care-freeservice,Sunbrella® istheNo.1marine fabricbrandintheworld.Inrecentyears,the Sunbrellamarinebrandhasbeenextendedintospecialized applications,includingSunbrellaPlus® (forincreasedwater resistance),SunbrellaSupreme(flockedundersidefora luxuriouslook),SunbrellaYachtingCollection(marine interiors)andSunbrellaShade(openweaveforsunshading.)
DerekRobinson MarineMarketManager
DerekRobinsonjoinedGlenRavenin1988andhelda numberofpositionsinsalesandmarketingbeforeassuming responsibilitiesforthemarinemarketin2005.Beforejoining GlenRaven,Robinsonwasaproductionmanagerfortwoother leadingtextilescompanies.HeearnedaBachelorofScience degreeintextilemanagementfromN.C.StateUniversityand aMasterofBusinessAdministrationdegreefromElon University.(drobinson@glenraven.com)
ABOVE: DerekRobinsonimmersinginthemarineenvironment.
InadditiontoSunbrella,GlenRaven’smarinebrands includeSurLast®,aperformancepolyesterfabricforboat covers,Coastguard® (theoriginalDicksonmarinefabrics brand)andAqualon®,Harbor-timeTM andSea-SpraéTM, fabricsfortrailerableboatcovers.GlenRavenisalso NorthAmerica’slargestmakerofsailclothwhichis marketedundertheGlenRavenbrand.
Sunbrella® MarineProves StrengthofBrand Ifanyoneeverdoubtedthevalueofaleadingbrand,they needtolooknofurtherthantheSunbrellamarinebrand. IthasearnedthepositionastheNo.1marinefabric brandworldwidelargelythroughword-of-mouth.
“TheSunbrellamarinebrandhasbeenbuiltfromcaptain tocaptain,marinefabricatortomarinefabricator,boat buildertoboatbuilder,fromboatownertoboatowner,” saidDerekRobinson,GlenRavenmarinemarketmanager. “Itisallbasedontrust.FromtheFarEasttotheMiddle EastandfromNorthAmericatoEurope,boatersknow thatifit’sSunbrella,itwilllastandlast.”
ThestrengthoftheSunbrellamarinebrandwasputto thetestmorethan10yearsagofollowingGlenRaven’s acquisitionofDickson,SAofFrance.Followingthe merger,DicksonbegantomarkettheSunbrella marinebrandallacrossEuropewithgreatsuccess.
“Dicksonhasachievedsubstantialgrowthinthemarine marketinEuropebecauseofthestrengthoftheSunbrella brandcombinedwithconcertedmarketing,salesandcustomer serviceprogramsbyDicksonassociates,”Robinsonsaid.
InadditiontoSunbrellamarinefabricsforboattops,biminis andcovers,GlenRavenmarketsafamilyofSunbrella brandextensionsforspecializedapplications,rangingfrom sunfilteringtoboatinteriors.Themarinebrandcollection isroundedoutbynon-Sunbrellabrands,includingSurLast andtrailerboatcoverbrandsacquiredaspartofthemerger withTheAstrupCompanyandJohnBoyle&Company.
TechnicalFabricsBrands GlenRavenTechnicalFabrics,oneofthemajor operatingsubsidiariesofGlenRaven,Inc.,supports theGlenRavenbrandbothcorporatelyandinterms ofproductdevelopmentandmarketing.Corporately,Glen RavenTechnicalFabricsisviewedasavaluedpartnerfor thedevelopmentofinnovative,fabric-basedsolutions. Fromaproductbrandperspective,manyofTechnical FabricsofferingsarebrandedasGlenRaven.
InadditiontotheGlenRavenproductandcorporatebrand, TechnicalFabricsalsosupportsanumberofbrandsunderits umbrella,suchasHaloTech™FRforthemilitary,GlenGuard ® FRforflameretardantworkapparelfabricsandotherfabrics usedinawning,marineandotheroutdoormarkets.
SolvingGlobalFabricNeeds Thenation’sleadingautomobilemanufacturing companiesweresearchingforanewsupplierof innovativeheadlinerfabric.Manufacturersofprotective workapparelneededafabricthatwasmorecomfortableand longerlasting.Sailboatbuildersneededanewsourcefor sailclothwhentheleadingsuppliercloseditsdoors.
Theonethingthatallofthesemarketsegmentshadin commonwasthefactthattheyallturnedtoGlenRaven–abrandthatisincreasinglyassociatedwithproviding innovativesolutionsintherealmoftechnicalfabrics, fromcarstosailboats.
“Fromtheperspectiveofourcustomers,theGlenRaven brandstandsforintegrity,qualityandinnovation,allfrom afinanciallysoundcompany,”saidHalBates,directorof marketingforTechnicalFabrics.“Thecommonthreadthat runsthroughallofourofferingsisinnovationintechnical fabricapplications.”
GlenRavenTechnicalFabricsisorganizedaroundmarket managersforeachofthemajorsegmentsitserves–automotive,protective,outdoor,military,geosynthetics andindustrial.It’sthejobofthistechnicallyoriented marketingteamtostayintouchwithchangingcustomer needsandidentifywaysinwhichtheGlenRavenbrand canprovideasolution.
“Wearedefinitelymarketdrivenasourorganizational structureindicates,”Batessaid.“It’stheresponsibilityof eachmarketmanagertostayintouchwithmarketneeds andsuggestsolutionsthataresuperiortothealternatives andaheadofcustomers’needs.”
IntermsofsupportingtheGlenRavenbrand,Technical Fabricsmaintainsanactivetradeshowschedule,presents papersatsymposiums,supportsanInternetpresence throughglenraven.com,alongwithpublicrelationsand selectiveadvertising.UndertheGlenRavenbrand,Technical Fabricscarefullyselectsandsupportsmajorproductbrands. “Asaprivatelyheldcompany,wecantakethelongerview onmarketsthatwebelievehavesubstantialpotential,”Bates said.“Ourfirstautomotiveheadlinerfabricwasthreeyears indevelopment,buttodaywehavesubstantialmarketshare inthissegment.”
HalBates DirectorofMarketing,GlenRavenTechnicalFabrics
HalBates,a20-yearGlenRavenveteran,leadsstrategic marketingforGlenRavenTechnicalFabrics,aposition heassumedin1995.HeearnedaBachelorofScience degreeintextilemanagementfromN.C.StateUniversity. (hbates@glenraven.com)
ABOVE: HalBates(left)planningwithJeffMichel,vicepresident, automotivefabrics.
ChipFuller PresidentandManagingDirector,StrataSystems ChipFullerhasbeeninvolvedinthegeosyntheticsindustryfor morethan30yearsasaconsultant,entrepreneur,marketing managerandcurrentlypresidentandmanagingdirectorofStrata Systems,Inc.HeearnedadegreeinengineeringandanMBA degreefromFloridaAtlanticUniversity.(cfuller@glenraven.com)
ABOVE: ChipFullerleadingplanningmeetingatStratacompanyheadquarters.
constructionbrands Strata® isasanumbrellabrandcoveringafamily ofproductsmarketedbyStrataSystems,which becamepartofGlenRavenwiththe2007acquisition ofJohnBoyle&Company.ProductsundertheStrata brandaregainingrecognitiongloballyforadvances insoilreinforcementandstabilizationtechnologyin theconstructionofroads,retainingwalls,tunnelsand otherformsofinfrastructure.
Stratagrid® istheleadingbrandfromStrataSystems, representingthecoresoilstabilizationandreinforcement productlineknowngenericallyas“geogrids.”The StrataBarrierbrandcoverslaminatedproductsusedfor waterproofing,includingfoundationwalls,underground tunnelsandlinersforocean-goingshippingcontainers. StrataSlopeisthebrandnameforStrata’ssystemusedfor steepslopereinforcementofupto80degrees,whileSleeve-ItTM isthenewestStratabrand,representingatechnological breakthroughthatallowsfencingtobeinstalledsafely incloseproximitytothetopofsegmentalretainingwalls.
Strata® Growth–From BasementtoGlobalPresence Whenthenationalplasticscompanywhere ChipFullerandRichEngerwereworking intheearly1990sindicateditwantedtosell theirstart-upgeogriddivision,thetwomanagersjumped attheopportunity.Followingaleveragedbuy-out,they incorporatedStrataSystems,Inc.andcreatedanoffice inFuller’sbasementwherethetwoentrepreneursbegan toimplementagrowthstrategyforgeogridproducts.
Fiveyearslater,JohnBoyle&CompanyacquiredStrata Systems,providingthecapitalthatFullerandEngerneeded tocontinuegrowing.Today,StrataSystems,nowpartof GlenRavenastheresultofGlenRaven’sacquisitionof JohnBoyleduring2007,continuesonagrowthstrategy, pursuingopportunitiesglobally.
“TheStratabrandisgainingrecognitionglobally asaresultoftheconstructionprojectswesupport andinternationalconferencesweattend,”saidFuller, arecognizedauthorityintheindustry.“Ourteamrepresents acombinedexperienceofmorethan120years.”
StrataSystems’productsareavailablearoundtheworld, includingtheUnitedKingdom,Ireland,Egypt,Australia, NewZealand,PuertoRico,Canada,Mexico,ElSalvador, Italy,SpainandAlgeria.Thecompanyrecentlyenteredinto ajointventureinIndiatotakeadvantageoftheconstruction ofanew6,000-milehighwaysysteminthatcountry.
“Weareselectiveinthecountrieswhereweexpand,”Fuller said.“Welookforgovernmentsthatencouragethegrowth ofbusinessandlocationswherewecanestablish relationshipswithstrongdistributionpartners.”
Theoutlookforgeogridexpertiseisstrongglobally.In theU.S.,productsandservicesfromStrataSystemsare essentialtodeveloperschallengedtoworkwithsitesthat canonlybebuiltuponwithsoilandslopereinforcement. Developingeconomiesaroundtheworld,suchasIndia, benefitfromStrata’shighlyspecializedcompetenceinthe fieldofsoilreinforcement.
CommercialGraphicBrands Oneofthefastestgrowingtrendsforretailersisthe useofhighimpactdigitalgraphicsforbrandingand merchandising.GlenRavenisattheforefrontofthis trendwithafamilyofindustry-leadingbrands.
TheSunbrella® GraphicsSystembrandhasbeenamajor breakthroughintheapplicationofdetailed,full-color graphicsonSunbrellafabrics.TheVivitex™(“vividcolors ontextiles”)brandnamewaslaunchedduring2007, coveringafulllineoffabricsforsignsandbanners printedonsolvent-basedprinters.
Signmaster® SupremeisafabricbranddevelopedbyJohn Boyle&Companyforback-litsignsandbanners.Other back-litbrandsfromGlenRavenareNite-Lite® andEradi-Lite® Inaddition,GlenRavenisthenation’sleadingmanufacturer offabricsforflagsandbanners.Thesefabricsaremarketed usingtheGlenRavenbrand.
BrandedProductsSupport GraphicInnovation GlenRaven’sbrandsinsupportofcommercial graphicsarenotexactlyhouseholdnames.But thewayDougDubayseesit,brandingisstill veryimportanttothissegment.
“Whenyougiveaproductlineabrandidentity,youare sendingamessagetothemarketplacethatyouaremaking acommitmenttomeetaspecificneed,”saidDubay,awning andcommercialgraphicsmarketmanager.“Webelieve thatbrandingaddsvaluetoaproduct,buttherehasto besubstancebehindthebrandname.”
ReviewingGlenRaven’sfamilyofcommercialgraphic brands,youquicklyrealizethereissubstancebehindeach. TheSunbrellaGraphicsSystem(SGS),introducedsix yearsago,representedafundamentalbreakthroughin theapplicationofgraphicstoSunbrellafabrics.Using3M tape,SGSsystemsaredeployednationwide,growingin applicationsbackedbyaGlenRavenwarrantyprogram.The Vivitexbrand,firstintroducedduring2007,iscontinuingto benefitfromresearchanddevelopment,resultinginfabrics thatarebrighter,printfasterandconsumelessink.
“Ourfocusisonmarketswealreadyservewithfabrics andwherewecanprovidehigh-techgraphicsolutions,” Dubaysaid.“Thenewproductbrandsandtheadvanced technologybehindthemareopeningupgrowthopportunities throughoutthesignandawningindustries.”
DougDubay Awning,CommercialGraphics MarketManager
AsawningandcommercialgraphicsmarketmanagerforGlen Raven,DougDubayhasbroadresponsibilitiestouchingon sales,marketing,productdevelopment,designandproduction planning.DubayjoinedGlenRavenwhenthecompany purchasedDickson,SAin1998.Duringhistenurewith Dickson,Dubayservedasaregionalsalesmanagerforthe NortheastandmarinemarketmanagerforNorthAmerica.He earnedaBachelorofArtsdegreeinbusinessandbehavioral sciencefromOglethorpeUniversity.(ddubay@glenraven.com)
BELOW: DougDubay,left,withMikeVonWachenfeldt, productmanagerfortheVivitexbrand.
G Protective ApparelBrands lenRavenmarketsGlenGuard® FRtotheprotective workapparelcategory,offeringtheindustry’sbest weighttoprotectionratioforworkersexposedto fireandelectricalarchazards.Brandextensionsinclude GlenGuardRacingforprofessionalracingdrivers.
PeaceofMindin ProtectingWorkers AstheprimarybrandchampionforGlenGuardFR, GaryZumsteinisonamission–toexpandthe useofaprotectiveworkapparelbrandthat canreduceseriousworkplaceinjuriesandsavelives.
“TheGlenGuardFRbrandiseasytobelieveinbased onhowwellourfabricsperforminrelationtoindustry standards,”Zumsteinsaid.“Icanhavepeaceofmind
knowingthatanyonewearingapparelmadefromour brandhasthebestprotectionavailable.”
TheGlenGuardFRbrandwaslaunchedinJuly2004asa newsolution-dyedfabricformulatedwithFR(FireResistant) KermelFibers.Thebrandoffersgasandelectricalworkers theopportunitytoweargarmentsthatnotonlyprotect them,butarealsocomfortableandattractiveowingto lighterweight,long-lastingsolution-dyedyarns.The GlenGuardFRbrandalsomeetsOeko-Texstandards whichlimittheuseofharmfulchemicals.
Zumsteinisworkingtobuildtherelativelynewbrand throughtradeadvertisingandpresscoverage,e-mail communications,garmentlabels,tradeshowsanda videosegmentatwww.glenguard.com.
“GlenGuardFRisapremiumbrandthatofferspremium benefits,”Zumsteinsaid.“Weencouragepotentialusers totakeabroadview,recognizingthatinitialcostshould notbethedecidingfactor.Ourbrandisbasedonhigh levelsofprotection,comfortandthelong-lifeofthe garment.Asasolution-dyedproduct,itcanwithstand long-termcommerciallaunderingandstilllookgreat; fireprotectionisengineeredintothefibersandlasts thelifeofthegarment.MygoalistohaveGlenGuardFR becomeabrandthatisnotonlyrecognizedbut alsorespected.”
Zumsteinisoftenontheroadattradeshows,conferences andsalesmeetings,deliveringtheGlenGuardFRbrandstory.
“ProtectiveworkapparelisagrowingmarketwithlongtermpotentialforourGlenGuardFRbrand,”Zumsteinsaid. “Wearetakingalongviewbecausewebelieveinthisbrand andthepotentialgoodthatitcando.”
GARYZUMSTEIN GlenGuardBrandManager
A32-yearveteranofthetextileindustry,GaryZumsteinjoinedGlen Ravenmorethan11yearsago,havingworkedforanumberof industryleaders.HeearnedaBachelorofSciencedegreeinfinance fromWesternCarolinaUniversity.(gzumstein@glenraven.com)
LEFT: GaryZumsteinchampioningGlenGuardFRbrandedworkapparelfabrics.
ArchitecturalFire ProtectionBrands Requirementsforfabricsusedincommercialbuildings areamongthemoststringentinanyindustry.Notonly mustthesefabricsbelonglastingandfashionforward intermsofstyling,theymustalsomeetstringentcodesforfire retardancy.GlenRavenisrespondingtothischallengewith twoleadingbrands–FiresistHUV® andFiregard.
SébastienMignot MarketManagerforFiregard SèbastienMignotjoinedDicksonsixyearsagoandhasheld positionsasanareasalesmanagerinthewestofFrance formarineanddo-it-yourselfproducts.Withabackgroundin manufacturing,marketing,productmanagementandsales, heservesasmarketmanagerforFiregard,apositionhehas heldsince2003.Hiseducationincludesdegreesinchemistry andbusiness,alongwithamaster’sdegreeinmarketing. (smignot@dickson-constant.com)
ABOVE: SébastienMignotleadingfireprotectivefabricsinEurope.
FiresistHUVwasintroducedduring2006,replacingan earlierfireretardantawningfabric,Sunbrella® Firesist. FiresistHUVhasallofthefireretardantfeaturesof SunbrellaFiresist,alongwithotheradvantagesinterms ofstrength,dimensionalstabilityandwaterresistance.
TheFiregardbrandwascreatedbyDickson® fora collectionoffabricsforcommercialspaces,meeting firecodesinEurope.
FiregardBrandIncreases FocusonStyling It’snotenoughforafireretardantfabrictomeetstrict firecodes.Itmustalsooffercolors,stylingandtextures thatmeetthedemandsofdiscriminatingarchitects, interiordesignersandbuildingowners.Firegard,abrand namefirstintroducedinEuropein2001,ismeetingthis demandforfabricsusedinwallcoveringsanddraperies.
“Ourfirstfireretardantfabricswerelaunchedinthe1970s whenlegislationwasenactedinEurope,”saidSébastien Mignot,marketmanagerforFiregard.
“Ourearliercollectionsweremoretechnicalthandecorative, whichwearecorrectingwithournewerofferings,”he continued.“Wewilllaunchanewproductverysoonthatis a100percentflameretardantpolyesterthatisverydecorative in30trendycolorsthatcoordinatewithSunbrellaand Dicksonawningfabrics.Thisnewcollectionhasavery softhandthatisclosetothefeelofcotton.”
AccordingtoMignot,thedemandforfireretardantfabricsin publicspacesisbroad,coveringschools,museums,libraries, restaurants,nightclubs,officebuildingsandhotels.
“Moreandmoreplaces,evenonesnotcoveredbythe legislation,areturningtofireretardantfabrics,butthey wantdecorativeproductsmorethantechnicalfabrics,” hesaid.“Themarketforthesefabricsincludesinterior designers,customworkroomsfordraperiesandupholstery, aswellasspecialtyfirmsthatspecializeindesigning anddecoratingpublicspaces.”
ThenewFiregardstylingisbeingwellreceivedby customers,accordingtoMignot,whospecializesinproduct developmentandmarketingforFiregard.
Awning Harry Butler Vice President, Marketing, Tri VantageTM
Harry Butler began his career with The Astrup Company more than 30 years ago after earning a Bachelor of Business Administration degree from Augusta State University. During his career with Astrup, Butler has held increasingly responsible positions in branch operations, including senior vice president and regional sales manager at the time of the Astrup merger with Glen Raven. He is currently serving as vice president of marketing for Tri VantageTM. (hbutler@glenraven.com)
BELOW: Harry Butler promoting the Glen Raven awning brand family.
AwningBrands Whenitcomestoawningsandshadesystems, GlenRavenofferstheindustry’smost comprehensivefamilyofbrands.Sunbrella® revolutionizedawningfabricswhenitwasintroduced in1961asanalternativetotreatedcotton,offeringfade resistance,easeofcleaninganddurabilitythathavemade Sunbrellatheleadingawningbrandtoday.Sunbrella Firesist®,theindustryleadingfireretardantfabric,was replacedduring2007byFiresistHUV®,anewoffering withenhancedperformancefeatures.
OrchestraandRhythm&Harmonyawningfabric brandsfromDicksonenjoyleadpositionsinEurope,Asia andtheMiddleEast.TheseEuropeanstyledfabricbrands alsofulfillaninternationaldesignnicheinNorthAmerica.
GlenRaven’sacquisitionandmergerwithTheAstrup CompanyandJohnBoyle&Companyduring2007 ledtotheadditionofseveralawningbrands.Solair® isa retractableawningsystemsbrandthatnotonlyincludes lateralarmawnings,motorizationandfabriccovers,but alsofeaturescomprehensivemarketingsupportmaterials forfabricators.OtherawningbrandsincludeGulfStream® (traditionalresidentialawningfabricpopularinthe Northeast),MainStreetTM (flameretardantawningfabric, whichcanbeusedforbannersandotherapplications), PatioTM 500(vinyllaminated,waterproof,flameretardant awningfabric)andAwnTex® (meshawningfabricwoven fromvinylencapsulatedyarns,offeringenhanced breathabilityforextremeclimates.)
AwningBrandsForm BroadUmbrella AsmarketingdirectorforGlenRaven’sdistribution subsidiary,TriVantage™,HarryButlerisinan enviablepositionwhenitcomestotheawning market.Hecanfulfillvirtuallyanyawningorshade applicationwithabrandedoffering.
Youwantthemarketleaderinawningfabricsfornearly 50years?Sunbrellaistheleader.Lookingforaproven methodforenteringtheretractableawningmarket?Solair givesyoueverythingyouneed,rightdowntoinstallation andmarketingsupport.Searchingforawningfabricswith aEuropeanstyle?OrchestraandRhythm&Harmonyfrom Dicksonaretheleaders.
IfyouareinthedesertSouthwest,consideranawning madefromwovenmeshAwnTex,whichprovidesshade, durabilityandbreathability.Whenitcomestofireprotection incommercialproducts,FiresistHUVisthemostadvanced offeringonthemarkettoday.
“Ourgoalhasbeentocreateatruefamilyofbrandsthat wecanclearlycommunicatetotheawningindustry,” saidButler,a30-yearveteranwithTheAstrupCompany, previouslyservingasaregionalmanager.“TheSunbrella brandhasovermanyyearsdemonstratedthevalueofa brandtotheawningmarketplace,andwearebuilding onthisknowledgeforthebenefitofallofourawning fabricationcustomers.”
“Ourgoalhasbeentocreateatrue familyofbrandsthatwecanclearly communicatetotheawningindustry.”
Automotive AutomotiveBrands ProductsthatGlenRavensuppliestotheautomotive industryareprimarilybrandedGlenRaven.SolutiondyedacrylicfabricssimilartotheSunbrella® brandhave beenusedforconvertiblecartopssincetheearly1970s,and GlenRavenenjoysaleadingmarketpositionforbothdomestic andforeignnameplates.GlenRavenalsoenjoysaleadmarket positioninfabricsusedforautomotiveheadliners.
Inbothoftheseapplications–convertiblecartopsand headliners–GlenRavenisresponsibleforproductsand technicalsupporttotradepartnerswhosupplyfinished componentstocarmakers.
OtherautomotivebrandsfromGlenRavenincludeSunBrite® (aftermarketheadlinerfabric)andAutoGuardTM (automotive partspackagingmaterial.)
GlenRavenMeasuresUp toAutomotiveStandards Anycompanylookingtobeaplayerintheautomotive industrywouldbewelladvisedtostraptheirseat beltsontightly.Exactingqualitystandards,strict costcontrolandconstantlychangingbusinessenvironments makesupplyingtheautomotiveindustryasegmentthatthe faintatheartshouldavoid.
“Thefabricusedforaconvertiblecartopisarelatively smallpartofthecarintermsofcost,butitistremendously importantbecauseitisrightateyelevel,”saidAlJohnson, vicepresidentofbusinessdevelopmentforGlenRaven.
“Whenyouarepayingupwardsof$100,000foracar,the fabricontheconvertibletopmustbeperfect.”
GlenRavenenteredtheconvertiblecartopnicheinthe early1970saftercarmakersdiscoveredtheclassicgood looksanddurabilityofsolution-dyedacrylicfabrics.Working inpartnershipwiththeindustry’sleadingconverters,Glen Ravenhasearnedtheleadpositioninfabricsforconvertible topsonbothdomesticandforeignmodels.
“Qualitystandardsforthissegmentareunlikeanyother,” Johnsonsaid.“Wetypicallyinspectfabricsattherateof 40to50yardsperminute.Withcartopfabrics,weinspect thefabricatsixyardsaminuteandusetwoinspectors. Everyflawmustberemoved.”
Theabilitytomeetexactingstandardsalsoaccounts forGlenRaven’sleadmarketpositioninfabricsfor automotiveheadliners.Havingdevelopedthemost technicallyadvancedheadlinerfabricin20years,Glen Ravenworksthroughatradepartnertomakethisfabric availablefordomesticandforeigncars.Oneofthesecrets toGlenRaven’ssuccesswithconvertiblecartopand headlinerproductsisverticalintegration,fromyarn throughweavingorknittingandfinishing.
“Wemaintainaninventoryof40-50activecolorsincar topsandcanrunsamplesonshortnotice,”Johnsonsaid. “Thislevelofresponsivenessandqualitycontrolarea directresultofourverticalintegration.”
AlJohnson VicePresident,BusinessDevelopment
AlJohnsonjoinedGlenRavenin1993asamarketmanager inCustomFabricsafterseveralyearsinperformancefabrics andhigh-techcoatingsandsealants.Johnsonhasservedin businessdevelopmentforCustomFabricsandTechnical Fabricsandwasrecentlynamedvicepresidentofbusiness developmentforGlenRaven’sdistributionsubsidiary.He continuesasmarketmanagerforconvertibletops,aposition hehasheldfor14years.JohnsonearnedaBachelorof SciencedegreeintextiletechnologyatN.C.StateUniversity andaMastersofBusinessAdministrationfromtheUniversity ofTennessee.(aljohnson@glenraven.com)
ABOVE: AlJohnsonreviewingBMWwithGlenRavenfabrictop.
MilitaryBrands uringthepastyear,GlenRavenhasintroduced itsfirstbrandedfabricformilitaryapplications–HaloTech™FR.HaloTechFRrepresentsan importantinnovationinfabricsformilitaryapplications, includingballisticvests,loadcarryingequipmentandpacks. HaloTechFRisthefirstbrandedfabricofferedtothe militarythatcombinessuperiorfeaturesinallkey performanceareas–strength,abrasionresistance, waterrepellencyandlowweight,plusflameretardancy.
HaloTech™FRTaking PerformancetoNewLevels orthenation’smilitary,theneedforburnprotection fortheindividualwarfighterhasbecomeincreasingly apparentduetoinjuriesfromIED’s(Improvised ExplosiveDevices)andotherthreats.However,there wasnoavailableflameretardantfabricdurableenough foruseinequipmentitemsexposedtotheharsh environmentofindividualcombat.
HaloTechFRisanewbrandedfabricforthemilitaryfrom GlenRaventhattakesperformancetoanewlevel,marrying performancequalitiesthatwerenotpossibleinasingle fabricinthepast.Usingabasematerialofnylontoassure strength,durabilityandabrasionresistance,HaloTechFR fabricsincorporatetechnologythatresultsinsuperior waterrepellencyandflameretardancy,whicharevitally importantforthemilitary.
“HaloTechFRisrepresentativeofourfocustodayon developingvalueadded,high-technology,brandedproducts withuniqueperformancefeatures,”saidLizJohnson,Glen Ravenmilitarymarketmanager.“Ourgoalwastoprovide themilitarywithaflameretardantfabricthatalsooffered superiorperformanceineveryotherarea.Itwasacomplex developmentprocessthathasresultedinanofferingthat themilitaryisveryexcitedabout.”
GlenRaven,whichhasbeeninvolvedinsupplyingfabrics forthemilitarysinceWorldWarII,providesHaloTechFR fabrictoprimevendorsinvolvedinthefabricationof non-apparelequipmentforthemilitary.Johnsonand
LizJohnson MilitaryMarketManager A14-yearveteranwithGlenRaven,LizJohnsonspecializes infabricsformilitaryapplications,includingtherecently introducedHaloTechFRbrand.BasedintheNortheast, JohnsonearnedaBachelorofSciencedegreeinmarketing managementfromSienaCollege.(ljohnson@glenraven.com)
ABOVE: LizJohnsoncommunicatingGlenRaven’sfirstbranded militaryproduct.
othersatGlenRavenworkeddirectlywiththearmed servicesindevelopingandtestingtheperformance featuresofHaloTechFRfabrics.
“AsaresultofHaloTechFR,GlenRavenisseeninawhole newlightbythemilitaryasaninnovativecompanythat cancreateuniqueofferings,”Johnsonsaid.“Wehave nearly20otherdevelopmentprojectsunderwayfor themilitary.”
Thebrandname“HaloTechFR”wascreatedasatake-off ontheword“halo,”whichconnotesprotection.Thebrand nameisbeingappliedtoawholefamilyofGlenRaven fabricsofferingflameretardantprotectiontomenand womenincombatareas.
Tents/ Structures TENTS/STRUCTURESBrands lenRavenoffersanextensivefamilyofbranded productsfortentsandtent-likepermanent structures.BigTopTM istheoldesttentfabric brandinthefamily,havingbeenlaunchedbyJohnBoyle& Companyin1922anddebutingwiththeBarnum&Bailey Circus.OthertentbrandsincludeNuTentTM (block-outfabric fortenttops),Pro-Tec® 2000(tentsidewalls)andRenter’s ChoiceTM (valueorientedtentfabricfortopsandsides.)
Intermsofstructuralfabrics,GlenRavenoffers BTF-19TM,SunblockandLac650SL,whichareavailable inwidthsupto118inches.Tentandstructuralfabrics aremanufacturedorsourcedbyGlenRaven’sStatesville, N.C.distribution/manufacturingcenter.
BrandsCoverParty TentstoStructures Whenitcomestofabricsfortentsandtent-like permanentstructures,GlenRaven’sfamily ofbrandshasthemarketcovered.Fromthe BigTopbrand,oneoftheoldestandbestknowninthe industry,toRenter’sChoice,avalueorientedbrand, GlenRavencanprovideatotalpackageapproach.
“Weofferourtentcustomersjustaboutanythingtheyneed, frommaterialtoreplaceasinglepaneloratoptofabrics forstructuresupto100feetwideorlarger,”saidDan Sinto,marketmanagerfordigital,tentandindustrial products.“OurfabricsmeettheCaliforniaFireMarshal Title19standardaswellasNFPA701-99forTestMethod (largescale)firespecifications.Customerscanbuyfrom uswithconfidence.”
GlenRaven’spresenceinthetentandstructuresmarket isdrivenbyproductsthataremanufacturedorsourcedby theformerJohnBoyle&Company.Thisresourceassures broadofferingsfromasinglesourceforcustomers.
“Thetentandstructuresmarketisrelativelystableinterms ofgrowth,”Sintosaid.“Aslongaspeopleenjoyparties, therewillalwaysbeademandforourproducts.”
DanSinto MarketManager,Digital,TentandIndustrialProducts DanSintohastheidealbackgroundforhispositionasmarket managerfordigital,tentandindustrialproducts–29yearswith photofilms,plusservicewithlaminatinganddigitalproducts companies.Sinto,whowaswithJohnBoyle&Companyforfive yearsbeforeitsmergerwithGlenRavenduring2007,earned adegreeinappliedphotographicsciencefromtheRochester InstituteofTechnology.(dsinto@glenraven.com)
LEFT: DanSintodemonstratingGlenRavententandstructurebrands.
SunProtection BecomingCriticalIssue G W lenRavencontinuesitsleadershiproleintechnical sunprotectionasevidencedbySunvision, SunworkerandtheSunbrella® Shadebrand extension.Sunworker,developedbyDicksoninEurope, isaPVC-coated,micro-perforatedfabricusedtoreduceheat gainincommercialbuildings.SunvisionisaPVC/acrylic openweavefabricforresidentialapplicationsinshadingand privacyprotection.SunbrellaShadeisanopen-weavesubbrandofSunbrellafabricsdesignedformarketumbrellas andotherapplicationsinwhichpartialshadingisdesired.
VincentBaudelet SolarProtectionMarketManager
VincentBaudelethasbeenwithDicksonforsixyearsinthe areasofindustrialmarketingandproductmanagement.Previous positionshaveincludedawningproductmanager,marketing managerandsolarprotectionmarketmanagersinceSeptember 2007.Heholdsadegreeineconomicsandbusiness. (vbaudelet@dickson-constant.com)
ABOVE: VincentBaudeletdemonstratingwindowsprotected withDicksonfabrics.
ithgrowingconcernsoverglobalwarmingand theharmfuleffectsofUVrays,thereisincreasing demandfortechnicalsunprotectionproducts. GlenRavenisaddressingthisneedwithbrandedfabrics, includingSunworker,SunvisionandSunbrellaShade.
DicksonlaunchedtheSunworkerbrandin2000and theSunvisionbrandin2007.Sunworkeristargetedto commercialbuildings,providinganeffectivelevelofheat gainprotection;Sunvisionisdesignedfortheresidential market,usedinthefabricationofshadingproductsfor privacyandsunprotection.
“Sunworkercontributestoenergysavingsbyreducing theuseofairconditioning,”saidVincentBaudelet,solar protectionmarketmanagerforDickson.“Sunworkerfabrics repelupto94percentofthesolarheatandpreventthe ‘greenhouseeffect’inaroom.
“Sunvisionisanopenweavefabricforresidential,”he continued.“Sunvisionfiltersthesunandcontrolstheglare.”
FillingasimilarnicheisSunbrellaShade,anopenweave extensionoftheSunbrellabrand.Itisdesignedforlight filteringapplications,suchasmarketumbrellas,aswell asprivacyscreeningforindoorandoutdoorspaces.
Baudeletbelievesthatthemarketfortechnicalsolar protectionproductswillcontinuetogrow,andDicksonis continuingtoinvestinitsbrands.Abroaderarrayofcolors isindevelopmentforSunworkerandafireretardantversion ofSunvisionwillbelaunchedsoon.Marketingandsales programsforbothbrandsarebeingexpanded.
“Sunvisionwillbenefitfromtheboomingresidentialinterior decoratingtrend,anddemandforcommercialtechnical solarproductssuchasSunworkerwillincreasebecause ofconcernsoverglobalwarming,”hesaid.“Buildings consumemorethan40percentofallprimaryenergyin Europeandtherearenewregulationsinplacerelatedto energyconsumption.Newbuildingswillhavetoreduce theirenergyconsumptionby20percentandsolarprotection devicesarepartofthesolution.”
Dave Swers Vice President, Commercial Business Manager Dave Swers joined Glen Raven in 1989 after having served as director of investor relations for a leading regional bank. During his career with Glen Raven, Swers has served in sales, brand management and product development for furniture fabrics. He was recently named vice president, commercial business manager with responsibilities in all commercial areas of Custom Fabrics. Swers earned a Bachelor of Arts degree in economics from the University of Rochester and Master of Business Administration from Duke University. (dswers@glenraven.com)
ABOVE: Dave Swers with Lee Brooks, design assistant, conferring in fabrics library.
FurnitureBrands Sinceitsintroductionintheearly1980s,theSunbrella® furniturebrandhasbecomethemarketleaderfor premiumcasualfurnitureavailablethroughspecialty patioshopsandupscalecatalogs.ThestrengthoftheSunbrella furniturebrandisevidencedbynumerousextensions,including Sunbrellafabricsforresidentialinteriors(madepossible throughjacquardweavingandtechnicalinnovations,) SunbrellaSling(forhigh-endslingfurniture)andSunbrella Sheers(decorativefabricpanelsforinsideandout.)
Intermsoffurniturebrandstrategy,GlenRavenalsooffers SunSharp®,amiddle-marketcasualfurniturebrand,and GlenTuff®,abrandformassmerchants.SunSharpand GlenTuffarebeingre-energizedduring2008aspartof GlenRaven’smarketapproachof“good,better,best” tomeetdiversemarketneeds.
GrowingUpwith Sunbrella® Furniture YoumightsaythatDaveSwersgrewupwiththe Sunbrellafurniturebrand.Hehasfondmemoriesfrom theearly1980sofwatchinghisfatherandmotherwork acrossthekitchentableonnewcolorsandstylingforwhat wasthenafledglingbrand.
“Inevaluatingwherewetake anyofourbrands,werefer toourcorevalues–integrity, innovation,qualityandmarketing.” Fastforwardto2008andthebrandthatDave’sfather, AllenSwers,envisionedhasbecometheleadingfabric forpremiumcasualfurnitureworldwide.Davejoinedhis fatheratGlenRavenin1989tohelpgrowtheSunbrella furniturebrandandhassincetakenonbroadresponsibilities thatencompassrelatedmarkets.
“Ourbrandstrategyistobethebestineverysegment–premium,middleandmass,”saidSwers,vicepresident, commercialbusinessmanager.“Atthepremiumlevel, Sunbrellaisthebestofthebest.Wearepursuingasimilar approachformiddleandmassmarketsunderourSunSharp andGlenTuffbrands.”
ForSwers,theGlenRavencorporatebrandhasbeenessential tohissuccess.Withturmoilinthetextileindustry,GlenRaven isseenasahealthy,dependable,growingsupplier.However, furnituremanufacturersandretailersalsounderstandthe valueoftheSunbrellabrandwithconsumers,owingto continualproductimprovement,stylinginnovation,legendary performance,brandpromotion,advertisingandpublicrelations.
“Wearefortunatetodaytohavemoreopportunitiesthan wecantakeadvantageof,”Swerssaid.“Inevaluating wherewetakeanyofourbrands,werefertoourcore values–integrity,innovation,qualityandmarketing. It’sthesevaluesthatguideourdecisionmakingwhen itcomestobrandstrategy.”
GlenRaven,Inc.
GlenRaven,NCUSA 336-227-6211
TriVantage GlenRaven,NC 336-227-6211
StrataSystems,Inc. Cumming,GA 800-680-7750
France
Dickson-Constant Wasquehal,France 33-3-20455959
DicksonSt.Clair Saint-Clairdela Tour,France 33-4-74835100
Italy
Dickson-Constant Gaglianico,Italy 39-015-249-63-03
Spain
Dickson-Constant Barcelona,Spain 34-93-635-4200
Germany
Dickson-ConstantGmbH Fulda,Germany 49-661-380820
Scandinavia Dickson-Constant NordiskaAB Göteborg,Sweden 46-31-500095
LatinAmerica
Sunbrella/Dickson FortMyers,FLUSA 239-466-2660
SouthAfrica Sunbrella/Dickson PortElizabeth,SouthAfrica 27-41-4844443
NorthPacificRim Sunbrella/Dickson HongKong,China 852-2317-6390
SouthPacificRim Sunbrella/Dickson Sydney,Australia 61(2)997-44393
China
Sunbrella/Dickson Shanghai,China 86(21)6294-7668
GlenRavenAsia Suzhou,JiangSu,China 86(512)67638100
