SOULBASE Talk:
Sina Büscher -
textilwerk Rethinking Textile Production
textilwerk wants to prove that the respectful treatment of resources and people brings sustainable success. Sina Büscher, the head of marketing at textilwerk, talks with us about their designs, artist collaborations and innovative on-demand processes that reduce waste and create more transparency for everyone. She shares how the company grew, what the difference is between them and other textile companies, why it is important for her to work on a team and the most joyful moments in her textilwerk journey. Sina Büscher
textilwerk: Rethinking Textile Production Flexible, On-Demand Production with a Local Touch
You regularly feature new collections where you collaborate with artists such as illustrators or pattern designers. How do you choose your collaboration partners and can you share with us the process from the start of the collaboration to a customer actually seeing a finished piece?
Yes, our artists are, of course, a major factor in the success of textilwerk. When we select artists to work with, we make sure they fit well with our brand, and we are of course continually on the lookout for trends.
At textilwerk, we want to create a wide-ranging portfolio, and we therefore have a large selection of different artists and styles.
To become an artist at textilwerk, artists either apply with us themselves or we scout and contact them; it can always look different. We take a look at the portfolios of the individual artist and consider in what way we could fit well together. Then we take a look together to see which designs fit well with us and what kind of collection we could imagine creating. Oftentimes ideas directly emerge about the development of certain collections that either fit well with the season or bring to mind different trends and styles.
The artists are then given access to our design and product configurator where the designs can be uploaded and ultimately placed on all manner of textile products. Here the artists can configure every product themselves, from pillows to bed linens and table linens and put them in our shop. As soon as that happens, the product lands automatically in our shop and can be purchased by our customers.
Sina, you are one of the faces behind textilwerk. Can you share with us what textilwerk is all about and what your company’s approach is?
Yes, gladly! textilwerk is one of the largest platforms for home textiles produced on-demand in all of Europe. We have everything from pillows to table linens to bed linens. Every type of home textile you can imagine, we have it. We carry over 8,000 designs from our large community of artists.
Have you always worked in the textile industry?
No, it was actually more of a coincidence. I have always been interested in interiors and furnishings, but I never had my eye on working in the textile industry. Before this, I worked in the food industry in marketing and social media, but in the textile industry I can live out what I am passionate about.
You produce on demand and focus on working with makers and producers in Europe. Can you share with us why you choose to produce on demand and why it is so important for you to work with companies in Europe?
With textilwerk we want to change things in the textile industry. We want to move away from mass production to flexible, on-demand production where only the items that are really needed are produced. And it’s working really well. Every product is printed, sewn and sent to our customers only after we receive their order. Through our collaboration with our production in Poland, we have a short delivery route, which is very important for our on-demand production model. Above all, through our close proximity to our production facility, we can ensure that everything is being manufactured under fair conditions. Our long-time production partner is a family-operated business, and we place a very high value on that.
How would you say you’ve been able to merge your job and your passion?
I believe that ultimately things end up as they should be. I was never explicitly on the lookout for a job in the interior or textile industry, even though I was always interested in home furnishing and I put a lot of effort, time and money into our home. I am quite thankful I landed here by accident, and I can’t imagine working in a market that I can’t personally identify with.
As is so often the case, sayings are true and I now believe firmly that everything has a meaning in life and maybe everything really happens for a reason – even mistakes and things that don’t go smoothly right away.
Do you have a business network where you connect with other founders and entrepreneurs? How important are those exchanges for you?
Yeah, that’s a great point! Networking in communities like ours has developed much too slowly in the last couple of years, but now we’re really getting the ball rolling. In 2023 we’ll be at lots of fairs and events! More networking and exchange is definitely on our agenda!
How do you create space for yourself, especially in busy times?
When I notice I need some time for myself, I love to keep busy with flowers and, above all, the flowers in our own garden. Every season has its own charm. On the weekends, a visit to the weekend market is a must. There you can find fresh flowers, antipasti and delicious cakes, and everything is wonderful! I also love to cook and bake and I am really happy when I can do those things during the week as well.
How big is your team and how important is it for you to work on a team? How do you motivate each other?
We have been growing! What once was a staff of three is now almost 20.Teamwork is very important to us. If everyone only worked for themselves, we would not be where we are today, guaranteed. We have our common goals in mind at all times, and that’s what we work towards.
In general we work very closely and openly with each other. It’s important to us that every person can use their strengths and work in the area where they are the most fulfilled. I know that everyone on the team has one or more areas that they are most interested in and where they want to advance. With motivation like that, you can achieve great things!
What have been the most joyful moments in your time with textilwerk?
There have been so many great moments and milestones, like amazing collections for Christmas and summer where we further developed ourselves and our whole platform. Those things are special to us every time! I would say that even after three years, it is still just so much fun to work at textilwerk with such a great team on such a great vision. We constantly have moments where we all surpass our previous growth, and that is something I especially appreciate.
The thing is, you work with your team on this project day in and day out and little by little it all falls together just like a game of Tetris. And suddenly, it's off the ground! From the very beginning we were so in sync and in groove with each other and every single milestone was an irreplaceable part of being where we are today. When we actually went online in 2019 it was such an unbelievably happy feeling that I have really never experienced anything like it in my professional life. Nowadays we still take important steps, like beautiful Christmas and summer collections, where we continue to develop ourselves. Our first photoshoot was on the balcony at my home. Now in the summer of 2022 we put together a huge photoshoot on Mallorca and have produced an unbelievable amount of beautiful things, all of which we are very proud!
What advice would you give to young entrepreneurs, founders or teams when they are feeling overwhelmed?
Everyone has those phases, including us. I think the most important thing is to accept those phases and to always remind yourself how far you’ve come. If you work a little bit on your own idea and vision every day, you’ll look back and be amazed at how far you’ve actually come! It’s also important to have an exchange with others, whether it be in a team or with external people, so you can recognize that you’re not alone in those phases