Case Study: 30 years of testing with CETTEX

CETTEX offers a complete range of services such as technical support in textiles, analysis and laboratory testing, as well as providing professional training and expertise. It supports Tunisian textile companies in their technical, managerial and organisational development, and helps them in their approach to growth and innovation.  

The ISO accredited laboratories at CETTEX carry out physical and chemical analysis for high profile clients such as Next, Levi's Dockers, TUNAC, CELIO, as a few examples. Over 100 types of tests are carried out within their labs including fibre, yarn, fabrics and accessories testing.

We spent some time with CETTEX General Manager, Mr Mohsen Missaoui and his team, to learn more about their plans for investment in their textiles testing laboratories, and the ethos behind their expansion.
 

Having worked mainly with domestic customers, the team at CETTEX saw that the local market had evolved with most manufacturers now exporting, and began to investigate whether there could be similar international opportunities for their own organisation. 

Supported by the Ministry, CETTEX worked with a number of partner organisations in Tunisia and across Europe to conduct market research, looking for new ways to grow their own business outside of their home market.

“Our ultimate vision was to elevate our laboratory to bring CETTEX to the same level as multinational companies and grow our business solely from domestic to include international clients, and eventually serve more big global brands.” said Mr Missaoui.
 

With potential new markets researched, and expansion strategy formulated, CETTEX created a plan to develop their capabilities to an international level and compete on the global stage. They recognised the need to widen and improve their services to achieve their aims and through their research identified the desired test instruments to deliver the requirements of the international clients they wanted to attract.

The first new instrument to be installed was a ProMace Snag Resistance Tester as part of the plan, which has been added to the existing comprehensive suite of James Heal lab equipment for the testing of textiles. 
 

CETTEX has worked with James Heal and their local Sales Channel Partner, Vibratech since 1995, not long after their lab was first set up. Having had James Heal instruments working reliably in their labs, and a strong relationship with Vibratech built up over many years, CETTEX knew which brand they ideally wanted to work with to implement their expansion and planned new investment into the future. 

On the subject of his experience with the company, Mr Missaoui comments, “We chose James Heal instruments for their quality and robustness, they last so well over time. All the features are fantastic and responsive to our needs.” In addition, after sales service was a primary factor, “The expertise of engineers and ongoing technological support provided is unmatched by other providers, it is a collaborative relationship.” he continues.

As a publicly funded organisation, CETTEX has to achieve best value for money in their procurement, and that means longevity and reliability are key considerations.

The CETTEX team felt that James Heal specialised in and had a strong understanding of instruments in each area of testing. Other benefits mentioned by the team at CETTEX were the ease of use for Technicians and inclusion of international standards in the software. 
 

“I like the fact that James Heal are close to end users and always looking to improve, taking feedback onboard to give customers what they want. It is a co-operative relationship, invested in the future.” says Mr Missaoui.

Responsible for R&D and Projects, Madame Imene Slama adds, “It is important for our confidence in product quality and test results that instruments are made in the UK with the expertise this brings compared to products from other countries.” 

“From our experience James Heal are way ahead with the after-sales service they provide, others are not so giving and lack the ongoing relationship we have.” explains Mr Missaoui.
 

As the EU is the principal market for CETTEX, Green Deal 2030 is considered a very important factor in their business planning. Implementing the Green Deal, the EU Strategy for Sustainable and Circular Textiles addresses the production and consumption of textiles, whilst recognising the importance of the textiles sector. 

The team at CETTEX believe this new EU strategy will have an impact on the sector in many ways from product labelling through to taxation based on carbon footprint, which they are monitoring closely.

Additionally, the team have seen a shift in consumer behaviour in Europe over the last few years, such as purchasing less to reduce waste, being more respecting of the environment and having more thought for sustainability. Trends that will feed into future planning for CETTEX.

“Yes, absolutely! We often have visitors to our labs for R&D as well as student visits, and we always recommend James Heal instruments.” concludes Mr Missaoui.