Specialty Fabrics Review October 2021 - 20

[ PERSPECTIVE ]
Strength in simplicity
I
Straightforward product designs and a clear company
vision drive success and stability for Cross Canvas Co.
n 1984, Wayne Heflin and Glenn Russell met in a hallway of a U.S. handbag
manufacturer. A seasoned professional within the fashion industry, Russell was
the company's financial controller. Heflin, a Vietnam veteran who entered the
Glenn Russell
PRESIDENT AND
CO-FOUNDER
Wayne Heflin
VICE PRESIDENT AND
CO-FOUNDER
Cross Canvas Co.
Asheville, N.C.
www.crosscanvas.com
IFAI member since 2010
Most valued benefit
Exposure to
industry resources
Written by
Holly Eamon
Photography by
Evan Anderson
Photography / Film
leather goods and fashion arena after his service ended, had recently established a
fashion belt line for the company, as well as a new promotional products division.
One handshake and two years later, they founded Cross Canvas Co. after
witnessing the gradual demise of their former employer as cheaper products made
overseas increasingly outpaced sales of U.S.-made products.
" Even in those trying times, we felt there was a place in the market for highquality,
U.S.-made promotional products, so we jumped in to provide items
that were considered a necessity-not a luxury, " Heflin says. " Our niche became
customization. We wanted to be a corporation's tailor and to impress them by our
ability to quickly turn around high-quality, low-quantity orders. "
Delivering on reputation
Based in Asheville, N.C., Cross Canvas manufactures custom specialty textile
products, from accessories and aprons to bags and cases of all sizes and functions.
It also specializes in private labeling for a variety of retailers.
Regardless of size, every order is made to a customer's precise specifications.
Customers range from entertainment and financial giants to government agencies,
medical companies and small family businesses. Key partnerships over the years
have included licensed product lines with NASCAR and General Motors.
Whether Cross Canvas is shipping luggage tags or duffle bags, its attention
to presentation is critical to converting a customer's first impression to a second
order-and eventually, a long-term relationship.
This commitment to excellence is fundamental to the company's reputation,
which continues to sustain its growth and longevity. " Our bags are not meant for
everybody, " Heflin says. " U.S.-made products don't work for every budget, but
customers turn to us because they know they'll receive the highest quality and our
undivided attention. "
Meeting demand
To keep up with customer expectations, Cross Canvas has evolved its product lines
to include more leather, better hardware, heavier-duty canvas, more stitching, brass
zippers-features that help to categorize the products as nicer end but not higher
end, Russell explains. " By building nicer bags, we can produce smaller quantities
with a better margin. There's very little margin if you're making large quantities of
cheap bags, especially when so many similar products are coming in from overseas. "
20 SPECIALTY FABRICS REVIEW / October 2021
http://www.crosscanvas.com
Specialty Fabrics Review October 2021

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