Wasa blends form and function as 'Button King'
Global sales for the apparel market registered a robust growth rate of 6 per cent last year, largely driven by Asia's continuing economic development, rising disposable incomes and a desire for higher standards of living among consumers.
As the market expands, Europe's leading garment accessory maker Wasa Sweden is strengthening its Asian network. The company supports apparel and industrial manufacturers as they focus more on creating sophisticated, functional and durable lifestyle pieces.
Famous in Sweden for its premium metal accessories used in jeans, jackets, boat covers and curtains, Wasa produces press fasteners, buttons, rivets and eyelets, among others. It has been a long-term supplier and partner of global athletic, fashion and work wear brands.
"We provide strength and reliability," says Niklas Neuendorff, director. "Our customers are quality-thinking companies. We have tight collaborations with them so we understand what they want."
Providing design and manufacturing support to clothing and industrial factories for the past 60 years, Wasa also offers tools and machines that help clients assemble products quickly and cost-effectively.
It follows a standardised quality process in its production facility in Shenzhen and subsidiaries all over Europe.
"We deliver consistent products to clients' factories all over the world," says director Pelle Johansson. "Wherever they are, clients are assured they get the same quality, finish or colour of accessories for their garments."
Satisfying Asia's growing appetite for dependable and trendy outdoor apparel, Wasa aggressively expands into new business territories with the launch of Cross sportswear.
It seeks distributors with extensive networks in golfing communities to help it promote the upscale golf and ski wear brand.
"It's easy to make cheaper products and find shortcuts to capture a bigger market, but Wasa is about being consistent in producing reliable products that make customers feel safe," Neuendorff says. "Buyers in Asia can feel secure about our quality."