Focus on visibility and international expansion

Through playful designs and customization, TenCate Outdoor Fabrics is gaining ground

In 2024, TenCate Outdoor Fabrics managed to firmly position itself as a major player in the sun protection industry, despite the challenges posed by the corona crisis. Sales manager Ekkehard Kamp explains how the past few years have affected the company: "Because of the corona crisis, we first had an excellent year, but then a decline in sales followed because consumers started focusing on other things again. This year, however, we are seeing a big increase, especially in the German market, and we expect this growth to continue into 2025."

TenCate Outdoor Fabrics has always had a keen eye for market evolutions and trends. Every five years, the company releases a new collection of awning fabrics, which allows them to respond to the ever-changing needs of the market. With The Freedom Collections, TenCate Outdoor Fabrics broke new ground in 2022 by introducing more playful, colorful and stylish awning fabrics. "It's a real game changer," said Kamp. "This collection allows consumers to personalize awnings to their own taste, choosing from bold patterns or, on the contrary, subtle textures. A special feature of this collection is that some canvases have two different colors at the top and bottom, creating dynamic light."

Kamp stresses the importance of keeping a close eye on the market: "We are constantly looking at what the market needs. If you are not visible with your product, people will not buy it." In 2023, it became clear that the visibility of the collection in the Netherlands still leaves something to be desired. "In the German market we are doing well, but in the Netherlands we need to put more focus on displaying our canvases, especially in stores," says Kamp. This insight also emerged during the R+T trade show, where customers indicated that they find it difficult to show the distinctive qualities of the canvases without sufficient samples.

Customization in blinds

A striking project that illustrates the adaptability of TenCate Outdoor Fabrics is the cooperation with Simon Lévelt, a well-known coffee and tea merchant with more than 60 branches. Simon Lévelt needed a very specific green color for their awnings to match their corporate identity. TenCate Outdoor Fabrics was able to achieve this with their advanced printing technology. "We managed to match the color perfectly, something that proved impossible elsewhere," says Kamp.

The cooperation with ALFA Zonwering, a regular customer of TenCate Outdoor Fabrics and a specialist in hospitality businesses, made it possible to realize this unique awning for various branches of Simon Lévelt. This project highlights TenCate Outdoor Fabrics' flexibility and ability to provide customization, even for relatively small quantities. "We can print from 100 meters, whereas most manufacturers only start from 2,500 meters. That makes us unique in the market."

A key strength of TenCate Outdoor Fabrics is their Customize your Shadow! program. Digital printing technology allows manufacturers to create their own unique awning fabrics, even for smaller orders. This gives them the opportunity to differentiate themselves from competitors and create exactly the desired atmosphere and style. "We work closely with manufacturers to make their vision a reality," says Kamp. "In addition, we can take over the entire design process for them, making it a lot easier for our customers to develop new, innovative products."

With the positive results of 2024 under its belt, TenCate Outdoor Fabrics is looking confidently to the future. The company will continue to focus on customization and innovation to distinguish itself in the market. "We are committed to increasing visibility in the Netherlands and exploring new markets abroad," concludes Kamp. The next trade show to feature the company will be the new Zonwering Expo, which will take place in Houten in February 2025.