Premier Fine Linens is a name that needs no introduction. Part of the Premier Group, the company is known globally for its exquisite collection of home textiles, with a strong ethos of providing sustainable products to its customers.
With Heimtextil 2024 on the horizon, we caught up with Mrs. Shanthi Srinivasan, the Managing Director and Dr. Kumaravel, Vice-President of Sales and Marketing, for an exclusive chat and uncover their insights into the company’s history, sustainable practices, product diversity and preparations for Heimtextil 2024.
Going into details about the Premier Fine Linens’ legacy, Mrs. Shanthi Srinivasan said: “As a family-owned enterprise with a 78 year legacy, we maintain a professional edge and operate as a fully integrated entity—from spinning to bed linen manufacturing. Well-known as one of India’s fine count spinners, we prioritize automation throughout our processes. Proficient in weaving and processing, we also extend our capabilities to contract job processing for other industry players”.
Highlighting their modern approach, she further elaborated on a new facility near Coimbatore that has just started operations in December 2023. This state-of-the-art establishment is characterized by full automated machines at every stage.
Premier Fine Linens manages three manufacturing units, contributing to the broader portfolio of 11 units within the group. Mrs. Srinivasan specified, “Our Pollachi facilities handle weaving and sewing, while the dyeing and finishing factory is set-up in the Sipcot zone. Our new automated sewing facility which is built near the Coimbatore airport, is set to elevate our operational efficiency.”
“We believe in producing sustainable products and in protecting the environment and this is reflected in everything that we do”.
Beyond its manufacturing prowess, Premier Fine Linens stands as a beacon of empowerment, championing a workforce where women occupy pivotal roles across the organizational hierarchy. This commitment to diversity not only reflects their values but also fuels a culture of innovation within the company. The group also believes on giving back to society and the latest CSR venture is a school for the underprivileged kids which has just been completed to the tune of 1 million USD.
World class products: The company has established itself as a prominent player in the market due to its diverse product range and product development.
According to Dr. Kumaravel, the Vice President of Sales and Marketing, the company is well-known for its bed linens, particularly sheeting, and is actively involved in the production of comforters, table linens, and contract sourcing for towels. Premier Fine Linens has recently ventured into table linen, emphasizing a focus on this segment through the utilization of new technology, weaves, and patterns. The entire product range is crafted from Sustainable cotton and holds the ‘Oeko-Tex Made in Green’ certification, reflecting the company’s commitment to sustainability.
Key USPs
In a market saturated with similar products, Premier Fine Linens stands out through seamless integration, facilitated by SAP technology, ensuring efficient communication and technical expertise. Their customer-centric approach offers buyers a spectrum of choices, setting them apart as a provider of tailored solutions that cater to individual needs.
Analyzing further she stated, “Whenever a buyer wants to introduce something new, they study the gap existing in the market. Our analyses can propose what product can do better for the customers as we spend a good deal of time and money in R&D”. R&D has always been our strength and this remains a strong focus as we scale up.
Key Global Markets
In terms of global markets, Dr. Kumaravel said that the company’s business in the US comprises almost 80% of its operations, with significant expansion efforts underway in Europe, the Far East, the Middle East and India. Premier Fine Linens maintains a balanced presence in both hospitality and retail achieving growth in both directions.
Growth of home textiles business
Throughout fluctuating economic landscapes, Premier Fine Linens has demonstrated remarkable resilience, maintaining a robust year-on-year growth rate of nearly 15%, defying recessionary trends.
“Despite economic downturns, our growth trajectory has been unwavering for 21 years. Our stability during the challenging COVID-19 period was a testament to our resilience. Post- pandemic, we steadily and methodically doubled our business,” shared Shanthi Srinivasan, highlighting the company’s steadfast progress.
Unlike setting arbitrary revenue goals, Premier Fine Linens prioritizes on enhancing capabilities and technological advancements, and setting standards and processes in place to ensure a high level of perfection in everything that we do – for us we have to grow with a purpose and believe in putting people first and ensure that the foundation is strong and not just to hit a target number,” affirmed Srinivasan emphasizing the company’s strategic approach.
Sustainability push
From its inception, Premier Fine Linens has championed sustainability, setting an industry benchmark for environmentally responsible practices. The company proudly boasts a coal-free history, operating as a zero-discharge entity with over 99% water recycling efficiency at its plant. “Embracing sustainability isn’t a trend for us; it’s been our ethos for years. We were pioneers in installing windmills within our industry, dedicated to nurturing and preserving nature,” affirmed Shanthi Srinivasan, emphasizing the company’s enduring dedication.
Premier Fine Linens harnesses renewable energy sources, with 70% of its energy derived from wind power. “Our commitment to sustainability extends beyond rhetoric. Currently, 70% of our energy consumption is sourced through direct transactions, and soon we anticipate achieving a 100% renewable energy utilization, detailed Shanthi Srinivasan.
Moreover, Dr. Kumaravel highlighted the company’s dedication to sustainable products, with nearly 99% of its offerings being natural and biodegradable. Their approach favors GRS and GOTS-certified, exemplifying their dedication to eco-consciousness. Premier Fine Linens sources materials such as Egyptian cotton, Supima cotton, Better Cotton, and Excel Cotton, underscoring their commitment to quality, sustainability, and ethical sourcing.
Plans
Trials are being conducted at the company’s new unit which is coming up in Arasur. It will be fully operational in January 2024. This facility is constructed keeping in mind our expansion plans for the next 5-6 years”, she added. “Our construction is designed with a strong emphasis on green building principles, requiring minimal management and energy. The outgoing finished articles from this facility is handled through automated systems to ensure there is no stains or wrinkles on the bed, in faster delivery time. This is a key strength that we actively promote“, she elaborated. A training academy for skill development is also in process.
Salient features of the new facility include:-
- Greenfield project set up on 31 acres (20 minutes from Coimbatore airport)
- Fully automated confection unit with state-of-the-art technology
- Latest European technology machines
- Speedy delivery to customers
- Precise finishing on products with automated sewing.
- Online traceability through automatic barcode identification
- Current capacity 50,000 pcs/day. Scalable to 250,000 pcs/day.
- The manufacturing process is handled by a highly skilled team.
Key brands
The popularity ratings of Premier’s brands have been rising by the day. Speaking about them Shanthi Srinivasan said, “Ultra-fine is as its ad copy goes ‘ ultimate in luxury’, then you have ‘Ecora’, luxury organic bed linen, ‘Oxywash’, which is an innovative and exclusive sustainable garment finish that has been specially made to make a relaxed, lofty and soft sheet, Linen and 60% Lyocell- Linacel with excellent drapability, ‘Suvin’ created crossing ‘Sujatha’, Indian cotton and St. Vincent cotton and ‘Sinecera’, a truly organic brand”.
Looking at the horizon
With unwavering confidence, Shanthi Srinivasan articulated the company’s steadfast vision and strategic trajectory: “Our vision is crystal clear—we aim to double our business within the next three years. Embracing the principles of Industry 4.0 and automation, we meticulously chart our long-term trajectory based on a comprehensive plan. Our management has meticulously crafted a roadmap envisioning our position and achievements for 2030,” she affirmed, reflecting confidence as she concluded.
