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Digital Printing Conquers the Home Furnishings Market: from Niche to a Growth Magnet

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Digital Printing Conquers the Home Furnishings Market: from Niche to a Growth Magnet TEXTINATION NEWSLINE 12-03-2013 DIGITAL PRINTING CONQUERS THE HOME FURNISHINGS MARKET: FROM NICHE TO A GROWTH MAGNET What has long been an established production method for the clothing industry - is now in the market for Interior Textiles rapidly gaining ground. The demand for digitally printed home and household textiles increases. The market vo- lume of this growth segment is estimated at a- round 12 billion square meters per year, which corresponds to a share of around 40 percent of all printed textiles. In particular, draperies and cur- © Hewlett-Packard tains as well as bed and table linens are the focus of digital printers. For the manufacturers more and more innovative techniques, processes and production methods are increasingly available. Digital printing machines allow not only a new textile design variety with almost mil- lions of color variations, but in particular the flexibility, speed and personalization of the production are other advantages of this technique that has already trans- e GmbH p formed the European clothing segment. New collections with individual patterns ital Euro g are producible and deliverable already within two weeks and less. About novel- ties from the product group "Digital Print" © Kornit Di visitors can inform themselves at nume- rous international exhibitors at the Heimtextil trade show from January 8th to 11th 2014 in Frankfurt / Main. Falling price differences But why was digital printing already widely established in the clothing segment, while home textiles are just being discovered now? Dr.John Provost, technical editor at Digital Textile Magazine and in- dustry consultant, gave answers and called technical progress and economic aspects as the key factors. Thanks to new digital printing machines manufacturers for the apparel market were able to increase the previ- ous relatively low production rate to several hundred e GmbH p square meters per hour significantly. Meanwhile the prices of printed textiles have largely become more ital Euro g similar regardless of the method in this segment. The consequence for the home textile fabrics: Even large minimum order quantities can be produced or reple nished © Kornit Di thanks to the digital technology in the future comparatively fast, flexible and cost effective. Next to – 1 – high valuable draperies and curtains now developments in digital printed bed and table linen find their way faster into the mass markets. Technical progress as a growth engine In addition to advanced pre-and post- treatment methods two technical pro- gresses brought the decisive steps forward towards to higher production rates: new printheads and ink techniques. The latest generation of printheads is characterized by high reliability, good operability and flexibility in large-scale production. In addi- tion modern printing systems use special pigment- based inks or water-insoluble vat dyes. Thanks primarily to the improve- © Hewlett-Packard ments of the dyestuffs printed home textiles need no longer to hide from the supposedly more cost-effective other printing competition. Omar Kulak, Director Wide Format Division at Kornit Digital confirms the importance of modern technologies in large-scale color digital printing. "We see exactly how constantly new color technologies are developed and we offer even our NeoPigment TM color systems - a robust, flexible and envi- ronmentally friendly process that initiates the transition of textile printing in a digital, sustainable and environmentally friendly production ". The dyes used must be suitable for all textile materials from cotton to blended fabrics over linen and silk, need to be to be wash-resistant and environmentally friendly. The Oeko -Tex Standard 100 applies for example to baby and children's bedding. There- fore, high quality and fast availability characterize the modern ink for digital production. Complete solutions as key to growth That digitally printed textiles reach the mass market, they have to meet some requirements, Omar Kulka says. "Especially in the direct-to- garment and roll -to-roll print production, there are already established standards as of the sieve or screen printing process which needs to be followed by the industry." In addition complete solutions are playing an increasingly important role. Modern sys- tems, such as the in-house Kornit Allegro, can do the entire textile print production in one step: from pre-treatment to printing until drying, - and this, according to the company, for all types of fabrics and without any additional washing or steam treatment. This is the future of digital printing for home textiles and an important step towards to mass production. © Hewlett-Packard – 2 – On complete systems specifically for wallpaper and other wall covering Hewlett- Packard (HP) has specialized. The self-developed latex HP technology uses water-based paint with high color fast- ness and environmental compatibility. Combined with systems for design and layout HP offers with that a rapid print technology for many substrates, including structured and PVC-free wallpaper. "There is a trend towards unique home and household textiles. Finally it is a great differentiator for this market to be able to adapt designs individually", Terence Raghunath, Business Development Manager at Hewlett -Packard says. "Digital printing therefore is the segment which records a sub- stantial growth in the wall covering segment, as more and more designers and manufacturers intro- duce the digital technology." Digital Textile Conference and Heimtextil 2014 show the future of digital printing Kornit Digital, HP and other leading vendors of digital printing technology will present themselves at the first European Digital Textile Conference specifically for digitally printed home and household textiles. The event will take place on January 9th and 10th 2014 as part of the leading trade fair for home and institutional textiles Heimtextil at the fairgrounds in Frankfurt am Main. There the indus- try will receive a current overview of the new technologies, market opportunities, areas for mass printing and sustainable production methods. World Textile Information Network, a global news and information provider for the textile sector, and Messe Frankfurt are responsible as the organizer of the conference. "Heimtextil clearly experiences a great exhibitor growth in the product group "Digital Print" in Hall 4.2. We were able to increase the floor area and number of exhibitors for the growing market of digital printing significantly. The list of exhibitors reads like a who's who of the industry: Durst, Hewlett-Packard, Kornit Digital, Pod Iberia, Reggiani and SPGprints will show for the first time on this leading trade fair or are repre- sented with larger booths as in the previous year," Olaf Schmidt, Vice President Textiles & Textile Technologies of Messe Frankfurt says. The exclusive interviews with Kornit Digital and HP can be read in the Heimtextil-Blog: www.heimtextil-blog.com Textination GmbH – 3 – .
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