WRP: Beirholm introduced its so-called BeirTex^® performance textiles to the industry many years ago. What distinguishes BeirTex^® today?

Andreas Beirholm: BeirTex^® was introduced 17 years ago and is now in its 5^th generation. Back then, we developed and launched BeirTex^® because this textile technology was more operational-fit than conventional technologies on the market. As a result, our laundry partners could increase efficiency and output in their laundries. 

For example, BeirTex^® textiles dry significantly faster than typical standard qualities on the market. In Norway, we even saw that BeirTex^® textiles were so fast in their processing that the ironer couldn’t keep up. In short: BeirTex^® textiles outperformed even machines in the laundry and are therefore a good investment to increase laundry output – our laundry partners observe that every day in their laundry.

And BeirTex^® textiles have a long service life too. We have a laundry partner in Denmark who invested in BeirTex^® textiles 17 years ago. Most of that investment is still part of the pool and is being rented out. Every day. 17 years later. Investments in BeirTex^® textiles therefore promise a good return on investment.

At the upcoming Texcare International fair in Frankfurt, we will present products from the 5^th generation of the BeirTex^® technology. They are even more durable, efficient, and comfortable. And they now also come with a high recycled content. BeirTex^® is therefore well positioned to meet the ever more important regulations of the EU regarding the circular economy and CO2-reduction and is thus already more future-proof.

Today, with BeirTex^®, we can offer the entire product range: from bed linen to table linen and terry products.

WRP: In the area of fibers, yarns, and fabrics, innovations are constantly happening. What role do these developments play for Beirholm?

Andreas Beirholm: A very important role. We are constantly testing and experimenting with new- and recycled fibers - to stay at the forefront of innovation for our industry. The legislation is now - finally - setting a direction. Recycled fibers already play a major role and their importance will continue to increase. Previously, this was more a matter of differentiation; now it is a license to operate. Therefore, we are converting our entire collection of performance textiles from virgin to recycled polyester. This makes investments in our textiles more future-proof.

WRP: What current developments in fibers, yarns, and fabrics are significant for Beirholm? How do these innovations find their way into the textiles?

Andreas Beirholm: We will present the next generation of BeirTex^® textiles at Texcare in Frankfurt. We are also introducing our new colour technology - Beirholm Pixel Technology^® - for terry, which is based on the BeirTex^® technology.

We always try to incorporate our innovations into the entire product range. We don't believe in just having an extra, narrow "more sustainable" line of products - as is often the case with many suppliers. Instead, we incorporate our textile technologies and sustainability initiatives across all our product ranges to make it the easy, mainstream choice for our laundry pratners. We apply the same approach as we now introduce recycled polyester in our BeirTex^® textiles.

If you're interested in reading the original article in German, you can download it here.