Robison Anton is an established thread brand, which makes decorative and apparel thread. In 2005 it was bought by American Efird (A&E), the second biggest thread producer in the world across all markets.

The acquisition made Robison Anton an embroidery division of A&E and all Robison Anton embroidery thread is now distributed through A&E in Manchester, where all stock is available on a next day delivery basis.

Now it is part of A&E, the plan is to take the Robison Anton brand globally, explains Yarnall. “A&E manufactures in North America, Europe, South Africa and China and has 40 regional offices around the world, through which the product is moved and distributed globally,” he says.

The Robison Anton product is held in stock at the UK base, where other A&E product is manufactured for the apparel, technical and upholstery industries. It has been available in the UK for the last eight years and was previously available through a distributor. “Now is the first real time it has had someone looking after its interests in their own right, not through an agency,” explains Yarnall. “This enables us to offer a better back-up service and price.”

The brand re-launched at the Printwear & Promotion Exhibition in March and that re-launch is ongoing through the UK and now into Europe. Following the acquisition the company now has a dedicated sales team, meaning there is a ready sales force on the ground in the UK, adds Yarnall.

The UK A&E site stocks the following Robison Anton lines in 1,000 metre and 5,000 metre packages: Super Strength Rayon in 470 colours; Super Brite Polyester in 453 colours; a metallic thread range; and the economy Essence Rayon range, which is packaged on 5,000 metre King Spools and comes in 100 colours. The UK site also has a full laboratory, which carries out abrasion testing and colour washing; a dye house; and a colour-matching facility – all of which can be used to support the embroidery sector and help companies solve any problems they may be experiencing. Robison Anton also carries the Pantone colour matching licence, which makes shade matching easier.

The embroidery marketplace has changed a lot over the years, says Yarnall, and embroiderers have gone from doing one design a day to perhaps four or six, covering a range of markets. There are also a lot of new embroiderers in the market now, who might not have the technical knowledge or training, or a textiles background, he says.

Globally the market uses 70% Rayon and 30% Polyester, says Yarnall. “That’s historical: Rayon was introduced as a silk replacement and traditionally was available in more colours than Polyester and was softer.”

However, that has, and is, changing, he says. “The market is moving more towards Polyester, which is now available in as wide a range of colours as Rayon. People are realising that Polyester is a great product and one that is significantly cheaper. It is about as bullet proof a product as you can find and allows garments to be laundered in hotter and more stringent wash cycles than Rayon.” He adds: “We are seeing that in our sales (although Rayon remains our bench market in top quality embroidery thread) and are trying to educate people about it, which is where the new series with P&P comes in.”

Over the coming year, the new series will cover areas such as thread education, the correct products for different applications, differing visual effects created with varying products and other thread related topics. “I hope these subjects will act as a guide for existing embroiderers and supplement their knowledge, whilst also being a reference point for new embroiderers to the trade,” explains Yarnall.

“The trade moves forward at such a fast pace that sometimes costly mistakes can be made, where a simple reference to the correct product/application could be made. The series will also aid in the final production of embroidered designs and hopefully maintain the high quality image associated with embroidery.”

The first article will appear in the February issue of the magazine. In the meantime, should you have any questions or ideas for articles, Duncan Yarnall can be contacted at: American & Efird (GB) Ltd, Bankside Mills, Chapelfield, Radcliffe, Manchester, M26 1JF.

Tel: 0161 766 1333

Web: www.robison-anton.com

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