Ekelund is one of Sweden's oldest textile producers, with roots tracing back to 1692. The company is even a purveyor to the Swedish Royal Court. 'Throughout the centuries, we have refined our weaving techniques while maintaining a focus on quality and sustainability,' says Marketing Director Martina Dagborn. We interview her to know more about the company, the trends in textiles and the current market in Sweden.
In a time when many companies are outsourcing their manufacturing, Ekelund has chosen to keep its production in Horred, Sweden. What are the primary benefits of this decision for both the company and the community?
'Keeping production in Horred is a deliberate choice. It gives us full control over quality and allows for more sustainable production. We can easily adapt to demand and ensure that each product meets our high standards. For the community, this decision contributes to local employment and preserves a long tradition of Swedish craftsmanship. It also strengthens our environmental profile by reducing transportation needs and using locally sourced materials.'
Being a supplier to the Swedish Royal Court is a prestigious honour. Can you tell us more about what this recognition means?
'In 2023, we were once again appointed as a purveyor to the Swedish Royal Court, a prestigious recognition of our quality and heritage. Being appointed as a purveyor to the Swedish Royal Court is a great honour for us. It confirms that we meet the highest standards of quality and craftsmanship. For us, it's not just an honour, but also a responsibility to continue delivering textiles of the highest standard. This title emphasises our focus on tradition, sustainability, and Swedish design.'
Ekelund's designs are known for bringing warmth and a sense of belonging to homes. What inspires the designs, and how do you ensure they stay relevant and appealing to modern customers?
'Our designs are strongly inspired by Swedish nature, traditional Scandinavian aesthetics, and timeless values. At the same time, we are open to global influences to remain relevant. We combine classic patterns with modern interpretations to create designs that appeal to both traditional and new generations. By working closely with both established and emerging designers, we strive to merge the best of old and new.'
How does Ekelund balance traditional craftsmanship with modern technology?
'We see our combination of tradition and technology as one of our greatest strengths. Our production uses state-of-the-art weaving technology that allows for precision and efficiency while preserving traditional craftsmanship. Our products are woven with the same care and attention as they have been for centuries, but with tools that enable us to be more sustainable and flexible in production.'
What are some of the consumer trends nowadays when it comes to textiles?
'There is a growing demand for sustainable and organic products. Consumers want textiles that are not only aesthetically pleasing but also produced with care for the environment. There is also a strong interest in personal and unique homes. Patterns inspired by nature and local traditions, as well as the ability to mix and match for a playful setting with colours.'
Your main market at the moment is Sweden. Would the brand like to expand globally?
'We already have some international presence and definitely see potential for further global growth. Our Swedish design and sustainable production resonate with conscious consumers worldwide. We have established collaborations with Swedish brands that also have global reach, and we are eager to continue expanding.'
The Swedish market right now is facing some challenges. How does Ekelund deal with this?
'We address these challenges through innovation and a strong focus on quality. By preserving our craftsmanship and continuing to develop timeless products that meet consumer needs, we maintain our position. Additionally, being local gives us flexibility and makes us less dependent on global supply chains.'
More information:
Ekelund
Varbergsvägen 442
519 30 Horred, Sweden
+46 (0) 320 20 90 00
[email protected]
www.ekelunds.com