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Over two decades ago, Avi Cohen scoured Southern California's department and specialty stores for home furnishings. After finding nothing to suit his tastes, he created a plan to start a home furnishings company of his own. Cohen's father put him in touch with an Israeli fabric mill executive and Veratex was born.
In 1992, Cohen opened a small sewing and manufacturing facility in Los Angeles and began importing piece goods. After three months, the modest 400 square foot facility expanded to 1,200 square feet. by the end of the second year, capacity was at nearly 12,000 feet and growing. Cohen explains the rapid progress of the company by the deep commitment and confidence he had in the company from the rough beginning. “At first our growth was very slow, but we kept reinvesting all of our money into the business, using better fabrics and higher quality fabrications,” he says. “We started to gain placement in the small independent specialty stores and some larger specialty stores on the West Coast and in Canada. In 1994, we introduced our first woven jacquard bedding… it became a number one seller. That was when business really took off.
This period marks the monumental growth of Veratex and enabled the company to expand its retail customer base as well as its manufacturing base. The larger, state-of-the-art facilities also allowed for improved service and delivery capabilities. During this phase Veratex evolved from a small regional manufacturer into a world class industry leader in fashion, quality and service.
Veratex is now strategically positioned as a primary resource with most every retailer in America. With core products consisting of “Made in the USA” sheets, fashion and juvenile bedding, opulent window coverings, and fashion bath accessories Veratex has the home covered. With a first class design and sales team Veratex is often the vendor of choice to work with retailers expanding their private brands. Known as a quality house Veratex QC and sourcing teams, both domestic and overseas, take pride in ensuring they consistently meet and exceed the customers’ expectations. Whether it’s an all store rollout or a regional test Avi Cohen and his team are all personally invested in delivering fashionable, high quality, value products to the Market.
At Veratex we are pursuing our own unique vision, we believe the only way we will continue to grow is to stay true to our convictions. The Veratex look and quality is unique. Intricate woven designs, opulent embellishments, stylish color tones, and sumptuously soft textures are the ingredients found in any Veratex ensemble. Veratex strives to create “elegant and classic looks” by focusing on the tastes of their consumers.
We believe the independent specialty stores and online retailers are an important part of the market as well, and they have been instrumental in our success. By tailoring strategies for this market segment it levels the playing field somewhat and makes them more competitive. As their business grows, our business grows.
We have enjoyed tremendous growth and expansion over the past 20 years but we aren't stopping to rest now. We are positioning ourselves for future growth, building on a firm foundation of product innovation, exceptional quality, superior service and personal integrity. "We realize it will take a substantial investment in time and money, but we are in this for the long haul," Cohen remarks. "We believe the only way to grow is to offer innovative designs, better product and value. This is what we want the Veratex brand to mean to the consumer. "It's been a fun ride and we are going to continue to take an aggressive approach to the market,”