Emphatic US importers choose Monatic

Ray Smuts A GLOWING testimony to South African quality at its very best has been achieved by Cape Town's House of Monatic, notching up its one millionth sale to overseas buyers. The Salt River company which has been producing fine men's clothing for 92 years - labels include Carducci, Embassy and Viyella - has proved that not only Europe or the United States have what it takes in the textile export stakes, aided by the US African Growth and Opportunity Act (Agoa) and the competitive Rand. Minister of Trade and Industry Alec Erwin has been instrumental in negotiating an expanded range of goods granted preferential treatment, with the result that US imports of southern African textiles grew by 28% to US$356 million last year. House of Monatic chairman Fred Robertson says US demand has been so brisk there is no excess capacity from the top three clothing manufacturers which has resulted in opportunities for smaller industry players. The company first started exporting jackets to US retailing giant JC Penney four years ago and its products, including top-end suits for a US designer label, are now available in many of the larger stores. As to the magnitude of business, House of Monatic m.d. Brian Buckingham says one million suits translates to R400 million. House of Monatic has long been a first stop for international buyers and aggressive marketing has accounted for exports climbing above 50% of capacity - 20% more since its acquisition four years ago by Brimstone Investment Corporation.