The Tie-Breaker
By Emily M. White

When a “Made in the USA” sticker may not say everything— manufacturers explain what it really means to be made domestically

Ninety-eight percent of Home Treasures’ product is made in Houston, TX. Pictured is its Scotland Collection.

About 95 percent of Heritage Lace’s line is made in the U.S., in its own mill in Oxford, NC, like this Circles and Dots placemat. Above

rom flashy fireworks on the Fourth of July, to the ever-popular preppy fashions on the runway, there’s no doubt that the United States likes to celebrate its identity.

American consumers also prefer to support companies that manufacture stateside, though since the recession, they seem to be at a crossroads: they want to support the U.S., but yet, the higher price of American-made compared to products manufactured abroad makes it a tough financial decision.

Proper communication about the quality of American-made is crucial to break that tie when a consumer feels torn between supporting his or her own country or lifestyle.

Since 1975, 95 percent of Heritage Lace, Inc.’s textiles have been produced in its own mill in Oxford, NC. As one of few remaining fully-integrated textile mills in the U.S., all knitting, dyeing and finishing is completed in one location, says Henry A. Vande Kieft, director of communications, Heritage Lace. Some products also receive additional manufacturing operations at its headquarters facility in Pella, IA, where all products are packaged and shipped.

As a veteran company in the industry, Vande Keift sees that pricing, either actual or perceived, is one of its biggest challenges.

“Consumers have come to expect that ‘domestic costs more’ but this is not necessarily true,” says Vande Kieft. “Despite their higher quality, our products are very competitive with Asian goods and are available on a second-day schedule year-round from our central location in the U.S.”

Papillon Linens also understands how crucial it is to explain pricing to its customers, both to illustrate the product quality and to promote the various benefits of working with a stateside manufacturer.

“Since the U.S. does not grow flax (linen), we import it from Europe, but all of our manufacturing is done in the States,” says Leigh Chandler, owner/designer, Papillon. “More and more of my retailers are telling me that they have customers that will only buy products ‘made in the USA.’ It is great for custom items and short turn-around times and the lines of communication are so much faster. I can get a quote very quickly for a custom-sized duvet or a bed skirt with an extra long drop, for instance.”

Quality assurance aside, Chandler also points out that supporting American companies means helping keep fellow Americans employed—another fact that Chandler makes sure her customers understand.

“My customers know they are getting a high quality product and they are more than happy to be putting other Americans back to work,” says Chandler. “Especially in our traditional home textile states that have been ravaged by mills closing and all of the labor going overseas, I find with high-end products such as 100 percent linen bedding and curtains that the customer is more than happy to pay a little more for the added caché of ‘made in the USA.’”

John Lenihan, vice-president, sales and marketing, Manual Woodworkers & Weavers, Inc., also promotes the various benefits of manufacturing domestically with his clients.

“Being ‘made in the USA’ gives us great flexibility in supplying our customers with custom products and smaller runs than what you would typically find if you imported, says Lenihan. “Also, by being domestic, our lead times are much shorter and if our customers have an item that performs well above expectations, they can continue selling the item because we can continue supplying them with quick delivery. A great example of this is holiday theme product; by being domestic we do not run out of product and we can ship as late as our customer wants it.”

All of the embroidery and sewing for Anali’s products are completed in its warehouse in Redmond, WA.

As one of the few remaining textile mills for gift and home décor operating in the U.S. today, Manual Woodworkers and Weavers embraces the pricing challenge by designing and purchasing coordinating ceramic and metal products primarily from China to create coordinating accessories for domestically-made textiles, explains Lenihan.

Hable Construction, Inc. also makes products in the U.S.: Hable hand-prints fabrics in Rhode Island; cuts and sews pillows in its studio in Brooklyn, NY; and manufactures totes and storage accessories in Maryland. As Susan Hable Smith, creative director/designer, Hable Construction explains, “We believe in supporting domestic manufacturing and we try and educate our buyers and customers about our manufacturing strategies.

Smith works to justify the higher pricing with added value.

“The biggest challenge in manufacturing domestically is the competitive nature of pricing when a company goes off shore,” says Smith. “We cannot compete with off-shore pricing, so we have to make sure that our products are made from great fabrics and that the quality of our designs is untouchable compared to off-shore production and design. Fortunately, we have customers who are sincerely interested in how and where we manufacture and it is a selling point for them to support us.”

The key is to educate consumers and retailers about what makes American-made so unique.

Anali, which not only produces in the U.S., but also sews and embroiders its textiles in its warehouse in Redmond, WA, makes sure its customers understand they are buying Anali for its meticulous workmanship.

“We are very proud to have complete control of the product that goes out to customers,” explains Anna Wallace, director of sales, Anali. “We have the capability to do custom work as well so we can make something that is really special. I know that I and my sales reps also relay that message at shows and on our sales trips. You buy Anali for one-of-a-kind artistry, not for the price.”

Charles Bowers, president, Bacova Guild, one of the largest producers of printed accent rugs, printed floor mats and bathroom ensembles in Low Moor, VA, maintains that domestically-made products have a special salability.

“Being ‘made in the USA’ is important as a tie-breaker,” says Bowers. “When all else is equal, the consumer will lean toward U.S.-made products.”

No matter the technique, there’s no doubt that these domestic manufacturers are successful due to the drive and passion they have for keeping work in the United States.

“Besides being on every tag on every item, I shout it out to the world every chance I get,” says Chandler, Papillon Linens. “This was always my dream to bring it all back here and I am so proud to be doing this after manufacturing overseas for so many years.”