Responding to trends and traditions. Linen remains a staple

Textile finishes and décor exude elegance and breathe tradition. But tradition alone is not always enough as a commercial selling point. “We need to play all our trump cards today to highlight the added value of table linen and compete with current trends,” says Thomas Silversmet, sales director for Benelux at linen manufacturer De Witte Lietaer.

“The current trend has come over from the world of architecture, where ‘raw’ materials are back in vogue. Such trends come in waves: older colleagues told me they experienced something similar in the 1980s. This time, however, the trend gained extra momentum due to the pandemic in 2020–2021, when governments tried to limit transport – including journeys to and from laundries – as much as possible.”

Furniture designers are responding to this trend. “They are increasingly offering finishes featuring integrated logos or other recognisable elements that reinforce a business’s unique identity. Even chains that focus on mass production are doing this. Of course, such details disappear from view as soon as you use tablecloths or chair covers.”

Strong arguments

“Fortunately, we have strong, objective arguments to convince hospitality customers. Table linen, for example, is ideal for concealing minor damage and signs of wear on heavily used furniture. Furthermore, beautifully ironed linen demonstrably adds a touch of sophistication and creates a warmer atmosphere.”

Silversmet cites a specific example: “Have you seen the VTM programme ‘Mijn Restaurant’? The winner, Restaurant Lucien in Kortrijk, places great emphasis on table linen. Whether consciously or unconsciously, that décor contributes to the overall experience. It always plays a part in the assessment, both by juries and by the general public. It’s obviously great to see that a restaurant using linen has won the top prize,” he adds. “Worldwide, you do notice that Michelin-starred restaurants remain loyal to table linen or napkins.”

Acoustics and hygiene

Other benefits are less obvious, but no less important for that. “Textiles improve the acoustics: amongst other things, they dampen the sound of cutlery and crockery. They also prevent glass from breaking if glasses are knocked over, particularly when used in combination with a Molton. There’s nothing more irritating than constantly hearing the clatter of crockery during a dinner or being unable to hear your conversation partner because the room’s acoustics are poor and there’s a troublesome echo.”

 Linen also scores highly when it comes to hygiene. “Cotton can be washed at high temperatures, which effectively removes bacteria and stains. The material also absorbs moisture well and dries relatively quickly. Thanks to its long lifespan, it is often cheaper in the long run than disposable alternatives and helps to reduce waste. Thanks to current washing techniques in laundries – which are, moreover, constantly being improved – the care of linen now has a very low environmental impact. Provided it is treated and maintained correctly, table linen can withstand hundreds of washes.“

Variety of solutions

“To keep up with current trends, we too are placing a strong emphasis on personalisation. For example, we can weave logos or designs into a base colour of your choice. This works exceptionally well for tablecloths. For napkins, if the chain is white, you can personalise them with a different colour for orders of around a hundred pieces or more. For other colours, this is possible provided you stick to the same colour as the chain.”

“When it comes to napkins, fine polyester embroidery is also a very popular choice. It looks very luxurious and doesn’t require large quantities. Weaving techniques can also be used to offer variety. The use of specific weaves gives the linen a textured or rougher appearance, which, for example, complements the authentic look of flax.”

Tastes evolve

“Today, there is a clear preference for clean lines. Logos and motifs are generally understated and simple. Checks and classic patterns are less popular, except in businesses that deliberately wish to project a traditional image. In terms of colours, we are seeing a particular demand for light shades. Beige is currently very much in vogue. Dark colours do, however, remain popular in other applications, such as bathroom textiles. In short, table linen retains all its appeal for the hospitality industry.”