Sweden’s Coloreel is making its technology for colouring textile thread available in Europe after taking the first step in building a global distributors network.

The company has secured distribution in Europe through what it calls “leading distributors” of industrial embroidery machines and textile printers. Distributors in key markets for the embroidery industry have signed on to become the foundation of the network.

“Coloreel is the most exciting innovation to happen in the world of embroidery for the past 20 years,” says Tony Dorsey, CEO at AJS Embroidery, Coloreel distributor for the UK and Ireland market. “This technology will change the way many embroiderers work forever.”

The Coloreel technology enables high-quality instant colouring of textile thread while it is in textile production. The first product to be launched based on this technology is a thread colouring unit that works with any existing industrial embroidery machine. By instantly colouring a white base thread during the embroidery production, Coloreel enables freedom to create unique embroideries without any limitations in the use of colours.

“We think that the Coloreel Technology will be the next step in the future of the embroidery business,” says Torsten Preiss, CEO at Barudan Deutschland, Coloreel distributor for Germany, Denmark, Austria and Switzerland. “No more colour restrictions will help to create designs without any barriers.”

Because of the market potential and the growing trend in personalisation, Coloreel will launch its product in Europe first. Most markets have joined Coloreel’s distribution network so far and more are expected to join, the firm says.

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The next step is to extend the dialogue to potential distributors outside Europe. The goal is to expand the distribution network worldwide.

The product launch of the Coloreel unit will take place at the high-tech fashion fair Avantex in Paris, 17-20 September.