July 2005

TIETEX INTERNATIONAL IMPLEMENTS NEW BRAND IDENTITY.

Stronger Marketing Presence Signifies Aggressive Global Business Strategy.

SPARTANBURG, SC --  Tietex International (TI) has announced the corporate-wide implementation of a new brand identity that made its debut earlier at "Showtime," the semi-annual fabric market held in High Point, N. C.

Reed Cunningham, Tietex International, Ltd. president and chief operating officer, said the new identity heralds the emergence of an essential brand strategy. "As we have entered new markets on a global basis, we have seen the need to create a marketing presence that more closely reflects our company's strategic business plan," he said.

Known for decades as a leading manufacturer of decorative and industrial fabrics, Tietex greatly enhanced its market position in the world of fashion fabrics when it purchased Burlington House Upholstery and established Tietex Interiors in 2001, Cunningham said. "Home fashion is all about staying at the leading edge of style and design; and since we¹ve made a substantial commitment to this market, we believe we must look the part as well as act the part," he added.

At "Showtime" and in trade advertising, the company's Interiors Division launched the new identity and positioning theme that proclaim the corporation's passion to innovate and its commitment to style and fashion.

Mike Durham, Tietex Interiors president, explained that the emphasis on marketing the Tietex brand coincides with adopting a more vigorous domestic strategy, strengthening key offshore alliances and developing new markets. "The fact is we've recently invested in a major weaving facility in North Carolina to take advantage of the benefits domestic production gives us and our customers. At the same time, our Tietex Asia and Tietex Europe business units are ramping up and are contributing effectively to our blended strategy in this key market segment."

In addition to residential and contract upholstery, Tietex manufactures and markets fabrics for a wide variety of consumer and business end uses, including engineered technical fabrics for the medical, hygiene, industrial equipment and construction markets, as well as for home furnishing segments such as bedding, drapery and window treatments.

"Our new brand identity will play a big part in taking the Tietex message
to diversified markets in all parts of the world. The reality is we've always been driven to develop proprietary manufacturing technologies and products, to stay ahead of fashion trends and be willing to risk new ideas. Now we want our image to reflect those qualities," said Martin Wildeman, Tietex chairman and CEO.
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Wildeman said the new Tietex logo and positioning theme were developed by marketing agency Tatum, Toomey & Whicker, Inc. (TTW). "The firm looked at us and found that we were especially strong in R&D, had broad and unique capabilities and an inventive spirit to create new ideas. But since neither they nor we could quantify this spirit, they designated it the "X Factor," he said. He said the new Tietex signature embodies the company's core qualities of technical dexterity and lean manufacturing, as well as an adventurous spirit.

"The first five letters of the logo appear in straightforward block letters contained within a horizontal box. They symbolize efficiency and competency. The final letter, the X, is a brush stroke that extends outside the box -- a visible metaphor that punctuates the company's resourcefulness and willingness to innovate –– the "X Factor."

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