2024-11-21 23:04:00
Tunisia is making a strong comeback on the professional textile market, although it is dominated by Asian countries. Having been in disarray for several years, the Tunisian sector is growing again thanks to a move upmarket and its geographical proximity to Europe.
Presenting his different collections, Amor Mlika, director of four factories producing work and protective clothing near Nabeul, on the east coast of the country, is conquering: “ What you have before your eyes is a uniform for the English police. Another for the Spanish National Guard. We supply the font in Germany. I hope we will have the opportunity to attack the French market ».
Responsiveness and proximity
Chinese competition, more competitive in terms of prices, has long undermined Tunisian exports. But the geographical proximity of the Tunisia with the European Union has helped reverse the trend. Customers now want close and efficient supply.
« Quite a few Asian suppliers, mainly for fire-fighting clothing, bring home European fabrics, make the tailoring and export again to Europeexplains Amor Mlika, whereas with us, there are fewer stocks, less pressure on liquidity, more responsiveness and proximity for technical assistance and support. So, all of these are assets that we have been able to highlight and we have adapted to the current context. »
Environmental certifications are now a condition sine qua non to export to Europe. Tunisian professionals have upgraded themselves and moved upmarket.
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From Libyan oil fields to Cameroonian mines
The conquest of new markets began following the Covid-19 pandemic after a significant overhaul of the sector. “ We decided to go towards premium, towards technical textile quality. So, it’s no longer the basic four-pocket pants that no one dares to wear anymore. There, we get closer to fashion, to everything that is stylish and it becomes more ready-to-wear for work. It’s no longer simple work clothing », Explains Tarek Ben Haj Ali, CEO of the Workman group and vice-president of the Tunisian Textile and Clothing Federation.
« For example, we have this innovation : these jeans are 100% printed jeans, so they are jeans that consume 98% less water than classic jeans », montre Tarek Ben Haj Ali.
Tunisian “ready-to-wear for work” is also attractive in Africa. Contracts are pouring in, assures the CEO of the Workman group: “ We have just signed with the Libyan government to cover the ten Libyan state oil companies, for example. They total about 80 000 people. We also work at Cameroon, with diamond mines. There are quite a few colleagues who work and who have just certified suits for nuclear power, for example ».
A growing sector which is also eyeing Russia. Even if the Chine and Bangladesh remain the leading suppliers to the European Union.
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What are the key challenges facing the Tunisian textile industry as it seeks to compete with Asian suppliers?
**Interview with Amor Mlika – Director of Protective Clothing Manufacturing in Tunisia**
**Interviewer:** Thank you for joining us today, Amor. Tunisia’s textile sector seems to be on the rise after years of struggle. What factors do you attribute to this resurgence?
**Amor Mlika:** Thank you for having me. Yes, Tunisia is indeed making a comeback, especially in the professional textile market. A significant factor has been our shift towards higher quality, premium products. We’re focusing on producing work and protective clothing that aligns more closely with modern styles and demands. Additionally, our geographical proximity to Europe has played a crucial role. Clients today prefer suppliers who can deliver quickly and efficiently, which we can do effectively from Tunisia.
**Interviewer:** You’ve mentioned upgrading to premium qualities. Can you elaborate on how this shift impacts your product offerings?
**Amor Mlika:** Absolutely. After the disruptions caused by the COVID-19 pandemic, we realized the need to innovate and move beyond basic garments. We are now producing stylish, ready-to-wear work clothing that meets the aesthetic and functional needs of various sectors. For instance, we’re supplying uniforms for the English police and the Spanish National Guard, indicating our reach into significant European markets.
**Interviewer:** Competition from Asia has been tough. How do you differentiate your products from those of Asian suppliers?
**Amor Mlika:** While Asian suppliers often have price advantages, we emphasize responsiveness and service. Unlike many Asian companies that import European fabrics, manufacture garments, and export back to Europe, we have shorter supply chains, which means we can respond quickly to our customers’ needs. Our quick turnaround times and the ability to provide technical assistance make a significant difference. Additionally, we are now implementing environmental certifications, which are critical for exporting to Europe, enhancing our competitive edge.
**Interviewer:** It sounds like there’s a strong focus on sustainability. How important is this in your current strategy?
**Amor Mlika:** Extremely important. Environmental certifications are no longer optional; they are essential for doing business in Europe. Our industry is evolving to meet these standards, and we are ensuring that our manufacturing processes reflect our commitment to sustainability. Not only does this help us comply with necessary regulations, but it also appeals to increasingly environmentally-conscious consumers.
**Interviewer:** With these strategies in place, what are your future goals for the Tunisian textile industry?
**Amor Mlika:** Our goal is to continue expanding into new markets while enhancing our offerings in technical textiles. We aim to strengthen our presence in existing markets, like Germany, and explore opportunities in France. The focus will remain on innovation, quality, and sustainability—ensuring that Tunisia not only competes but thrives in the global textile market.
**Interviewer:** Thank you, Amor. Your insights are invaluable, and it’s exciting to hear about the revitalization of the Tunisian textile industry.
**Amor Mlika:** Thank you for the opportunity to share our journey!
