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In
1972, Tamay Fiber Co., Ltd.
(Tamay), the parent company of Nien
Foun Fiber Co., Ltd. (Nien Foun), was the first
company in Taiwan to introduce denim fabric to the domestic market.
Every day traders and garment manufacturers waited in line with
cash, offering to buy truckloads of denim fabric. Before too long,
the demand was so high that jeans were sold without garment-washing
because there simply wasn't time. Then, a few years down the road,
the company introduced a type of stone-wash denim that also sold
like crazy. All the downstream garment-washing plants were rapidly
expanding their capacities from a few washing machines to a lot
of machines operated in three shifts. The demand for denim increased
more and more. |
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As
the Tamay Company matured around 1977, it introduced stretch denim
in different weights. Soon, everybody wanted denim in stretch, and
the company had it. Tamay executives realized at that point that
denim was a very versatile fabric, so Tamay increased its investment
in new denim development. |
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Tamay
soon gained a very large share of the domestic market in Taiwan,
supplying denim to domestic garment manufacturers, jeans makers,
chain stores, and fabric dealers. Its success in making jeans popular
was as legendary as the success of the moonwalk by Niel Armstrong.
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In
1990, Tamay established Nien Foun as a subsidiary to handle international
sales, working with buyers for European, U.S. and Asian markets.
Then, in 1992, Nien Foun was involved in researching and developing
Tencel denim made out of a new fiber called Lyocell, the only newly
created fiber since Spandex. In 1993, Nien Foun introduced Tencel
denim to the domestic market as well as to the international market.
The demand for Tencel denim soared, gaining a great deal in popularity.
By 1995, Nien Foun had become one of the leading Tencel denim producers
in the world. Its main customers were brand-name and chain-store
buyers, especially from the U. S., where there was more media exposure
and consumer awareness. |
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Nien
Foun continues to promote Tencel denim to other countries. The dividends
are gradually paying off-Nien Foun is the leading Tencel producer
in the world. Seventy Percent of Nien Foun's customers purchase
denim for the European and U. S. markets, twenty percent for the
rest of the world, and ten percent for the domestic market. The
buyers include garment manufacturers, garment trading companies,
buying offices, wholesalers, and fabric agents. Its denims are purchased
for brand names like Next (UK), Speigel (US), Lee (worldwide), Boston
Proper (US), Newport News (US), Otto (Germany), Disney (US), Debenhams
(UK), and many more. |
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