The one idea underneath all of it
Post the factory.
Every competitor on that list can photograph a cushion in a nice room. Only Loomcraft can film cloth coming off a loom in Roodepoort, a print head laying down a run, a coating line, a finishing process, a roll being cut to length.
It is the one thing on the whole cut-length sheet that cannot be bought in or copied. It is also, for a trade buyer, genuinely reassuring — lead times, consistency and the ability to re-run a colour are what they actually worry about, and a factory answers all three without a word of sales copy.
It costs nothing to shoot. It is already happening every day, forty minutes from Johannesburg.
What I would change first
Rewrite the bio
What they make, where, since when, and how a designer or retailer opens an account. Ten minutes, and it is the first thing ten thousand people see.
Rebuild the highlights around the buyer
Upholstery · Curtaining · Prints · Workwear · New arrivals · Where to see it. Retire Discontinued from the front position.
Fix the dead Facebook link
Either restore the page or take the link off the site. Sending people to a dead end is worse than not linking at all.
Add one image for sharing
The og:image. Every share of the site currently
renders blank.
Then the channel that matches the goal
If the objective is more of the trade’s cut-length business, LinkedIn is the room, and it is currently the quietest thing they own.
- 931 followers against 53 employees. Those 53 people are the cheapest reach in the business — a post they each share reaches more relevant buyers than a month of Instagram.
- Link it from the website, which currently does not mention it.
- Post the things trade buyers care about — capacity, lead times, new ranges landing, a new machine, a contract completed, the people on the floor.
And Pinterest, which does not exist yet and should. It is the one platform where people actively search for fabric by colour and texture with intent to specify. A fabric catalogue is native content there in a way it is not anywhere else.
How I’d work on it
Two posts a week made properly, aimed at the trade rather than the timeline. A monthly report with real numbers from inside the accounts, so the effect is measurable rather than assumed. The website fixes on this list done once, up front.
What I would want before starting: access to the accounts so engagement can actually be measured, a morning on the factory floor with a camera, and a straight answer on which of the twenty-four are really the competition.
What this does not promise
No follower target and no sales figure, because nobody can honestly give one. What can be committed to is the work: consistent posting aimed at the right audience, the channels that match the objective actually being used, and monthly reporting that shows what happened rather than what we hoped.