Market Update | Monday, October 10, 2016
October 2016 Update from Supima
By Marc Lewkowitz
With the crisp morning air comes the countdown to the annual harvest of SUPIMA® cotton. It’s an exciting time of year for our organization and our members. The forecast for this year’s crop is higher then originally anticipated and looks to exceed last year’s harvest.
With the increase in this year’s crop comes the increase in demand for our premium cotton both domestically and internationally. Within the international market, we recently wrote about a new state-of-the-art mill that opened in the north of England, English Fine Cottons, that is using SUPIMA®, with a plan of spinning 1,000 metric tons of cotton per year and an ultimate goal to grow that number to 12,000. This is just one example of the demand for premium fibers throughout our international community.
Domestically, our partnerships with retailers like Brooks Brothers, Uniqlo, Lands’ End, continue to expand within new categories of fashion and more independent brands are using and inquiring about SUPIMA® cotton as a point of difference in manufacturing premium products.
Within the home market we are all aware of the increased scrutiny of fiber content by retailers, ensuring that consumers are receiving the premium, extra-long staple cotton. With a shortage of other premium cotton options, there has already been signs of increased demand for SUPIMA® to fill the vacuum, with a tremendous upside in the near and long-term future.
Overall 2016 has been a tremendous year for the Supima organization, our growers, mills, brands and retailers and we look forward to continuing our efforts to market the SUPIMA® brand on a global level.