Belgotex Floorcoverings entire carpet manufacturing operations and processes are located under a single roof at a 155 000m² facility in Pietermaritzburg, KwaZulu-Natal. Belgotex Floor-coverings is currently the largest carpet mill in operation in the southern hemisphere.
The company enjoys a 70% market share in South Africa, offering various soft floorcoverings via three different divisions: Nexus, for commercial or corporate applications, Belgotex Carpets servicing the residential market and GreenFields in their Special Products division for artificial sports and leisure surfaces.
International demand for the company’s higher end residential and commercial products is also growing, both for their unique design and quality construction.
Through a network of agents in Africa, Europe and the East, with direct representation in Australasia, Belgotex Floorcoverings sales of broadloom carpets and tiles abroad is poised for further growth with yarn and fibre sold to selected international markets only.
Said Frank Moffat, Chief Executive Officer of Belgotex Floorcoverings, “The “homemaking” or “cocooning” trend has made décor and accessories far more accessible and fashionable to a wider market. As a progressive, market-driven company, the production and corporate structure has been geared up to continue satisfying those needs, whilst other lines have been developed for different market segments to ensure long-term survival.”
Marketing Expertise A strong marketing focus enables Belgotex Floorcoverings to identify shifts in consumer demand, while the design team collaborates with international designers and colour forecasters to develop new carpet ranges and styles that complement these changing trends.
The consistently high demand for residential and commercial carpets is driven by a full spectrum of marketing support including advertising, in-store merchandising, sampling and display solutions. Maintaining a strong presence at local and international décor and floorcovering expos plays a key role in building the brands.
Product Innovation Floorcoverings and carpet innovation are the key focus areas throughout Belgotex Floorcoverings; a skilled development team works closely with the experienced technical team to research, test and troubleshoot. At any given time hundreds of new ideas are in development.
The vertically integrated carpet manufacturing and distribution operations and single facility location provides a competitive advantage with regard to turnaround time in research and product development.
Environmental Choice Belgotex Floorcoverings assure specifiers, designers and consumers of an “environmental choice” in flooring products, having gained full compliance to ISO 14001, the international environmental standard in May 2009.
Justifiably proud of the achievement, Belgotex Floorcoverings’ products carry the company’s ENVIRONMENTAL CHOICE logo for eco-friendly production practices. They are also a member of the GREEN BUILDING COUNCIL OF SOUTH AFRICA.
“Our main goal” says Kevin Walsh, Chief Operations Officer of Belgotex Floorcoverings, “is to operate a “green” factory through responsible techniques, extending the life of products and recycling whenever it is economically and environmentally feasible.”
The company’s environmental system dictates stringent parameters for manufacturing in terms of energy consumption, water usage, air pollution and waste recycling.
Industry Development and Training Belgotex Floorcoverings is committed to upgrading the industry by enhancing the professionalism and earning potential of fitters and sales staff. The BelgotexFloorcoveringsAcademy, launched in 2001, is a pioneering training and skills development programme for fitters and salespeople. It now offers comprehensive skills training in seven key areas, including estimating, fitting customer service and sales skills development. The company believes that this is the best way to serve the end-users of its products and assure the long-term growth of the floorcovering industry as a whole.
VISION To be recognised by our customers internally, locally and internationally as a world class player in the floor coverings industry by continuously improving everything we do.
Being vertically integrated at Belgotex Floorcoverings is our competitive advantage. The control we have over the entire manufacturing process, from raw material to distribution ensures operational efficiency and unprecedented speed to market with new product innovations.
