The numbers
| Brand | Followers | Following | What their bio does |
|---|---|---|---|
| Hertex Fabrics | 76,500 | 1,396 | Positions and dates the brand, points at a sister brand, and asks for user tags. Link tree. |
| Warwick Fabrics Australian parent | 57,100 | 2,794 | A line of positioning, then names the wholesale offer outright. |
| Stuart Graham | 20,900 | 4,355 | Dates the brand to 1982 and names what they do, then directs to collections. |
| Loomcraft | 10,500 | 4,728 | Name and web address only. |
| Home Fabrics SA | 3,870 | 669 | Name and web address only. |
Two things the table shows
Loomcraft is not behind on reach
Ten and a half thousand followers is a real asset — ahead of Home Fabrics by nearly three times, and roughly half of Stuart Graham. The gap to Hertex is large, but Hertex has retail stores countrywide and a consumer homeware brand alongside the fabric business. It is not a like-for-like comparison.
The gap is what the account says, not how many hear it
Every brand above Loomcraft uses its bio to say who it is and what it sells within the first line. The two accounts at the bottom of the table are the two whose bios are a name and a URL. That is the clearest single pattern in the data.
What the leaders post that Loomcraft does not
Drawn from their highlight structure and grids, which is what is visible without account access.
- Product organised by what a buyer wants. Hertex splits Wallpaper, Upholstery, Curtaining and Internationals. A designer looking for curtaining finds curtaining.
- Finished rooms, not flat swatches. Fabric sells on drape and how it looks made up. Stuart Graham keeps a permanent Client Work highlight.
- Where to see it in person. Showroom highlights by city. For a trade buyer, knowing where to touch the cloth is most of the decision.
- New arrivals as an event. Warwick runs New arrivals and Trends permanently. A new range is news to the trade in a way a Spring Day greeting is not.
- Behind the scenes. Warwick runs a BTS highlight — and they are a brand house. Loomcraft has an actual factory and posts none of it.
The cut-length list
Twenty-four suppliers on the sheet, Loomcraft among them. It is worth being clear about what that list is: it measures how much of a retailer's cut-length trade goes to each supplier. Share of a buyer's book, not consumer awareness.
Which means the audience that moves that number is small, professional and reachable by name. It is not a mass-market problem. A few hundred designers, upholsterers, curtain-makers and retailers in South Africa decide most of it — and they are far easier to reach deliberately than ten thousand followers are to entertain.
Worth checking with them
Which of the twenty-four they actually consider direct competition, and which are in different segments. Several on the sheet are importers of premium decor ranges, while Loomcraft spans workwear, PVC, marine vinyl and decor. The competitive set is probably narrower than the list, and knowing which names matter would sharpen everything.