FEILER: Love at first touch.
Hohenberg an der Eger, Germany
FEILER, the world's leading manufacturer of bathroom textiles featuring genuine, brightly woven chenille, balances luxury and lightness. This traditional, family-run company is bringing something of a sensation to the 2017 Heimtextil trade fair, with surprisingly new branding and a restructured range. While PASSION retains the typical FEILER designs, PURE is an expression of subtlety and clarity of form. Central to these innovations is the butterfly, symbolising genuine FEILER chenille.
This change makes a clear statement: The premium brand FEILER introduces its new developed brand identity to match the already existing unique products and the company’s own in-house manufacturing process. The new look and feel is dominated by the symbolism of the butterfly, which is also part of the new, minimalist logotype. "We were looking for the perfect metaphor for our genuine FEILER chenille and came across the butterfly", explains Tanja de Bortoli, Head of Marketing
and Product Management. "It symbolises our products' lightness and brilliant colours, at the same time standing for change: the metamorphosis from simple cotton yarns to the chenille ‘caterpillar’ yarn, and to our genuine FEILER chenille".
In future the family-run company will be sorting its designs into two categories: PASSION and PURE.
PURE represents the more progressive designs whose restrained, clear shapes reflect a modern interior bathroom design, while PASSION features FEILER's traditional colourful designs. The range has been restructured in both categories. Innovative designs have now been added to the FEILER bestsellers, including IMPRESSION, the ‘Design of the Year 2017’, which does indeed leave a powerful impression of the butterfly concept.
Press contact details:
Riegg & Partner GmbH
Dr. Ulrike Rausch-Riess
Kulmbacher Str. 38–40
Tel: +49 9203 99629
Exhibitor: Ernst Feiler GmbH