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Samatoa Lotus Textiles SAMATOA LOTUS TEXTILES 1. EXECUTIVE SUMMARY Weaving a lasting connection to create the well-being of the poorest to the richest In 2003, Samatoa established the foundations of a solid fabric composed of the best experts in bio- textiles and ethical fashion. Creating the greenest and most innovative textile in the world, Samatoa was recognized in 2012 by UNESCO Prize for excellence. Its unique lotus, silk, kapok and banana based fabric make the ardour of international designers in ethical fashion and international luxury. Today the demand is soaring and the company must support its growth to achieve sustainable development. Samatoa wants to win market share by responding in priority to requests for fabric lotus, and create the necessary leverage to its overall growth. Proof of concept From its commercial development in 2013, the lotus fabric enables the creation of a workshop of 30 people who are exceptional in the "know-how". But today, its production capacity makes it possible to address only a minority of client requests. It is therefore necessary to duplicate workshops across Cambodia, full of potential. The Products The fabrics created are innovative, 100% ecological, spun and woven by hand, following the Cambodian traditional methods, giving them texture and unique properties. From these exclusive materials Samatoa develops clothes and accessories of high quality brands. The business model The basics of the Samatoa model rely on the belief that sustainable economic development is intrinsically linked to social equity and environmental protection. In this approach, the company undertakes and guarantees decent and fair wages, trade union rights, paid leave, insurance and health and safety for all staff. Furthermore, no source of clean energy, no chemical or toxic substitute and no heavy metal is used in the manufacturing of fabrication of lotus fabric in the greatest respect for nature. This fully integrated model allows Samatoa to ensure the garment from yarn to the finished product, without any intermediary. Thanks to the only duplication of the pilot production of the lotus fabric, Samatoa wants to create 500 jobs across 10 workshops in 5 years. The market From mid-range to luxury, Samatoa affects both professionals of textile, fashion and individuals #11 street 26, Siem reap, Cambodia [email protected] / Tel: +855.63.96.53.10 / www.samatoa.com through a fully integrated model of yarn to a finished product with high added value. In particular, the lotus products are already distributed to the most famous, such as those at TTTT in Hong Kong (founded by Sir David Tang), the Tang Store in Singapore and from designers in the United States, Europe and Australia. Competition For the lotus market, Samatoa currently has only one competitor in the world, Loro Piana company (LVMH). Indeed, the lotus fiber is produced today in Burma and in Samatoa in Cambodia. All Burmese production is under exclusive contract with Loro Piana. Thus, the potential market that it offers Samatoa is huge. In addition, this unique opportunity is enhanced by a significant margin: jacket lotus sold by Samatoa is 4 times cheaper than Loro Piana, for a quality recognized by insiders as being much higher. Risks and opportunities Low production capacity and long production time (from 6 months to a year) discourage many customers. Samatoa then only responds to a fraction of client requests (-10%). In addition, the risk for the company to be copied is very high and it is urgent to protect its innovation and its secrets. However, this threat is limited because the "sacred" lotus flower (Nelumbo nucifera) is only available in a few countries. On the other hand, the competitive price of labor in Cambodia, the complexity of the process and expertise gained over the years by Samatoa create significant benefits and also limit implementation of the project. The team The Samatoa team is multicultural, committed and dynamic, with a low turnover. It is rich from 10 years of experience in research and development of eco-friendly fabric, and today consists of 50 experts: spinners, weavers, designers, seamstresses and designers. 2. FUNDER Bio: Awen Delaval « Ideas are like lotus seeds, sleeping only to grow better » (Fatou Diome) Awen Delaval, a militant Frenchman at the heart of a fair-trade promotion association, was exposed to (and toughened by) the poverty in Cambodia during a trip to Asia. He had the idea of developing this activity and bringing it back to life in Cambodia. Seduced by the teaching of the Lotus Sutra, he created an itinerary in the same humanist vein. With a mandate to provide sustainable products for the environment, Awen Delaval serves as Founder & Manager of eco textile company Samatoa. Since its founding in 2003, the company has expanded to offer a full line of high-quality fabrics, clothing, handbags and scarves. #11 street 26, Siem reap, Cambodia [email protected] / Tel: +855.63.96.53.10 / www.samatoa.com In 2009, he was introduced to the art of robes made from lotus fibers and worn by Burmese monks during an annual celebration. As a designer of eco-friendly fashion, he pursued this craft, setting up a laboratory at his Siem Reap home in search of the perfect lotus to create the unique fabric. Setting his eyes on a spectacular 15-hectare lotus lake at Kamping Poy (near Battambang), Delaval knew he had found his nirvana. Based in the city of Angkor, he is surrounded by historic spirituality. The lotus appears as the cornerstone of his project, offering symbolism, nobility of soul, beauty and purity. In addition, for Samatoa, the Lotus represents the culmination of the company’s ultimate quest for excellence. What new symbol can we find, with its millions of fibers, living in lakes and rivers? Once worn by Buddhist monks, it’s now seducing high fashion’s biggest names. 3. Our Lotus Fabric Experiment after experiment followed by research conducted in remote villages enabled Samatoa to bring back to life long forgotten skills. Thousands of years ago the art of creating lotus fabric was known – but then lost. Lotus flowers have been harvested here in Cambodia for generations – but only the flower. The stems – the valuable stems- were left in the water. What a waste! We now harvest those stems, and from them, weave our lotus fabric. Lotus fabric has unique properties: it is naturally soft, light and breathable. It is also a very eco-friendly fabric containing no chemicals or toxic products. Starting with this uniquely soft and breathable fabric, we developed the first prototypes of our new collection. Our clothing line and fabrics are all made possible thanks to the skills of our artisans, who possess unparalleled ‘savoir-faire’, resulting in a strikingly precise and detailed creation. In 2012, we submitted a sarong, made from our unique lotus fibers, to the UNESCO handicrafts program and received their Seal of Excellence. The Seal “encourages artisans to produce handicrafts using traditional skills, patterns and themes in an innovative way, in order to ensure the continuity and sustainability of these traditions and skills.” Upon receiving the Seal of Excellence, our lotus fabrics have received a great deal of attention from #11 street 26, Siem reap, Cambodia [email protected] / Tel: +855.63.96.53.10 / www.samatoa.com designers all around the world yet our clients have an average wait time of a year. 4. Symbolism of Lotus « The soul spreads itself like a lotus with innumerable petals » (Khalil Gibran) In South Asia, the sacred Lotus is omnipresent in religious history. For Buddhists, it’s a symbol of every man and woman’s ability to surpass their conditions, no matter their origin, and accomplish themselves, just like the lotus flower growing tall until it floats above the muddy waters. As such, everyone has the potential to elevate themselves and to reach Buddha’s state “without letting the world pollute them, like a lotus on water” as spoken by the Lotus Sutra, one of Buddhism’s most important educational texts. Equally a symbol of fertility and erudition, as well as longevity, the plan on which Buddha is frequently seen sitting expresses all the promises of the future and of becoming a better man. We can equally read the Sutra as an encouragement to actively engage in others’ lives as well as society. Samatoa believes in the symbolic strength of this text and it’s using this same positive and humanist dynamic that it has developed its economic, social and environmental project, allowing vulnerable women from small Cambodian village to become autonomous, to live and to support their family decently. Used in religious rituals, and also in domains like medicine, cuisine and cosmetics, the lotus is far less known for its textile use. Once worn by Buddhist monks, without a doubt, the weaving of lotus fiber was once known and used across South East Asia. However, this activity has begun to fall into obscurity. Only the inhabitants of Inle Lake’s floating villages have continued to perpetuate this ancestral craft. 5. Fair and Social Business The impact of expanding of our eco-textile company will be considerable, for a variety of reasons. First, of course, we will provide over 500 women with long-lasting employments. We will ensure that these local handicrafts, made in traditional ways but using new eco-fibers, are never forgotten. Our fibers are also incredibly friendly to the environment. The extraction, the spinning and the weaving of the lotus fiber, consume no polluting resources, such as oil, electricity or gas; and it doesn’t require any toxic chemicals. #11 street 26, Siem reap, Cambodia [email protected] / Tel: +855.63.96.53.10 / www.samatoa.com Fostering powerful social engagement « Certain observe the mud at the bottom of the pond, others contemplate the lotus at the surface, it’s about the choice » (Dalai Lama) It’s with great pride that Samatoa bridges the gap between the rich and the poor using fair- trade and ethical commerce, allowing for the formation, emancipation and international recognition of them.
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