Tunisia is making a strong comeback on the professional textile market, although it is dominated by Asian countries. Having been in decline for several years, the Tunisian sector is growing again thanks to a move upmarket and its geographical proximity to Europe.
Presenting his different collections, Amor Mlika, director of four factories producing work and protective clothing near Nabeul, on the east coast of the country, is conquering: “ What you have before your eyes is a uniform for the English police. Another for the Spanish National Guard. We supply the font in Germany. I hope we will have the opportunity to attack the French market ».
Responsiveness and proximity
Chinese competition, more competitive in terms of prices, has long undermined Tunisian exports. But the geographical proximity of the Tunisia with the European Union has helped reverse the trend. Customers now want close and efficient supply.
« Quite a few Asian suppliers, mainly for fire-fighting clothing, bring home European fabrics, make the garments and export again to Europeexplains Amor Mlika, whereas with us, there are fewer stocks, less pressure on liquidity, more responsiveness and proximity for technical assistance and support. So, all of these are assets that we have been able to highlight and we have adapted to the current context. »
Environmental certifications are now a condition sine qua non to export to Europe. Tunisian professionals have upgraded themselves and moved upmarket.
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From Libyan oil fields to Cameroonian mines
The conquest of new markets began following the Covid-19 pandemic after a significant overhaul of the sector. “ We decided to go towards premium, towards technical textile quality. So, it’s no longer the basic four-pocket pants that no one dares to wear anymore. There, we get closer to fashion, to everything that is stylish and it becomes more ready-to-wear for work. It’s no longer simple work clothing », Explains Tarek Ben Haj Ali, CEO of the Workman group and vice-president of the Tunisian Textile and Clothing Federation.
« For example, we have this innovation : these jeans are 100% printed jeans, so they are jeans that consume 98% less water than classic jeans », montre Tarek Ben Haj Ali.
Tunisian “ready-to-wear for work” is also attractive in Africa. Contracts are pouring in, assures the CEO of the Workman group: “ We have just signed with the Libyan government to cover the ten Libyan state oil companies, for example. They total about 80 000 people. We also work at Cameroon, with diamond mines. There are quite a few colleagues who work and who have just certified suits for nuclear power, for example ».
A growing sector which is also eyeing Russia. Even if the Chine and Bangladesh remain the leading suppliers to the European Union.
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