66-year-old ‘Canadian’ thrives in PH bedding
How does a Filipino textile company survive—even thrive—for almost seven decades despite local and international turmoil and disruptions, including a global pandemic that virtually shut down almost every business?
For New Creation Manufacturing and Classic Characters Inc., founded in 1959, determination, versatility and the agility to respond—even anticipate —customer demands appear to have allowed the company to weather the storms and remain strong at 66 years old while its contemporary textile firms have either folded up or gone into other businesses.
The company is the maker of the Canadian brand bed linens, towels and pillows.
It launched in the 1980s the sister Hello Dolly brand, which started as a manufacturer of baby wear. The brand has now expanded to producing ladies’ wear, pet wear and lifestyle textiles.
When Hiro Asandas founded New Creation Manufacturing, his goal was to bring world-class bed linens to Filipino homes. The products and the bath linens that have been added to its offerings remain the mainstay of the company.
They have, of course, undergone significant transformations to meet the needs of the times, including the demand for sustainability or environment-friendly products and processes.
Evolution
The current iterations of the brand’s various offerings, as well as new products, were showcased once again in the company’s annual trade show, “Legacy and Dreams.”
Now in its 17th year, the two-day event was held at the Sheraton Manila Hotel in Pasay City.
Anil Daryanani, president of New Creation Manufacturing, says the market back when his grandfather started the company “was a very different place from what we see today.” The company’s products and brands have also evolved over time.
Daryanani adds that, despite the brand name Canadian, the company is totally homegrown. He explains that, at the time of the company’s founding, most local businesses opted for American names.
Bucking the trend, Asandas decided to name his products after the United States’ neighbor to the north.
When his grandfather launched the brand, Daryanani says, the product was very simple. “I believe back when my grandfather was starting, it (the product) was just very basic – 150 thread count for the bedsheet (and it) was basic white.”
Over the years, as Filipino tastes became more sophisticated and sustainability became a growing demand, New Creation Manufacturing adopted the changes needed and adapted to the demands of the market.
Daryanani says, by this time, Filipinos pay more attention to interior design. “We are very particular as a country and as a people when it comes to decorating our homes and our beds and, of course, (dressing up) our children.”
Homegrown
Although the company sources its raw materials from different parts of the world, which helps the products get that international quality, Daryanani proudly proclaims that craftsmanship is truly Filipino.
The company has not only responded to the changing tastes of the local market, but to changing needs as well. While baby products remain a growing line, the company has also realized that many people, who have become paw parents, are just as eager and willing to pamper their pets. At the moment, however, the line carries only items for dogs. But Daryanani, a cat owner, says products for feline “babies” may soon be rolled out.
As for sustainability, bed and bath linens now use organic materials or as close to natural materials as possible.
New eco-friendly collections are made of organic, bamboo and Tencel fabrics. Products are certified to be free from harmful substances. Hello Dolly has reintroduced its Sanitized baby wear line in keeping with its commitment to health and hygiene. Products provide antimicrobial protection for infants’ clothing.
Sustainability imperative
The manufacturing process itself has also been made greener. Facilities have been upgraded to run on solar power.
Daryanani says, aside from institutional clients like hotels, the bulk of sales of the Canadian brand still come from retail establishments, like department stores. But, as more and more people take to online shopping, e-commerce income is also rising.
The two-day “Legacy and Dreams” trade show was attended by institutional and commercial clients—including hotel groups, hospitals, retail chains, distributors and e-commerce giants.
On show were luxurious hotel-grade linens, towels and pillows to babywear, ladies’ wear and pet attires.
“By combining six decades of textile craftsmanship with cutting-edge innovation and sustainable practices, we’re leading the way toward a more responsible, future-ready textile industry,” says Daryanani.
Chand Daryanani, president of Classic Characters Inc., adds, “To sustain the legacy built by our founder, we must keep moving forward through innovation. We continue to invest in technology, enhance our production capabilities and explore new sustainable solutions that meet the evolving needs of our clients while protecting the planet.”
New Creation Manufacturing and Classic Characters say they remain committed to their shared promise: “Quality you can trust.”
