Globaltraded.com — Since its inception in 1953, PT Behaestex has emerged as a distinguished leader in Indonesia’s textile industry. Known for its premium sarongs and extensive array of products, the company has deftly navigated both domestic and international markets. From its humble beginnings as Pertenunan BHS in Gresik, Behaestex has grown into a formidable player in the global textile arena. The remarkable journey of Behaestex, its achievements, and its strategic expansion into international markets, shedding light on how this family-owned enterprise has evolved into a big company that able to serve global buyers in international market.
Humble Beginnings and Strategic Growth
PT Behaestex’s origins trace back to Gresik, where it started as a traditional weaving business using Alat Tenun Bukan Mesin (ATBM). Under the brand name BHS, the company initially focused on producing sarongs for the domestic market. However, recognizing the growing demand, Behaestex transitioned to using Alat Tenun Mesin (ATM) and introduced a new brand, Atlas, to cater to a broader market segment. This strategic move allowed Behaestex to diversify its product offerings and expand its production capacity, setting the stage for its future growth.
Today, PT Behaestex stands as one of Indonesia’s largest manufacturers of woven sarongs, with a workforce of thousands and a robust production infrastructure. The company’s commitment to maintaining high-quality standards has solidified its position as a leading player in the textile industry.
Expanding Horizons: Domestic and Global Reach
Under the leadership of Najib Abdurrauf Bahasuan, the company has not only sustained its domestic success but has also made significant strides in international markets. Behaestex’s dedication to quality and cultural authenticity has earned it a reputation for producing premium products that resonate with consumers worldwide.
Among Behaestex’s portfolio includes two prominent brands: BHS, which caters to the premium segment, and Atlas, which targets the mass market. This strategic brand segmentation enables the company to address diverse consumer needs and preferences. The introduction of BHS Cosmo, a new variant aimed at the entry-level market, exemplifies Behaestex’s ability to adapt to changing market demands.
The company has also leveraged its expertise to introduce new products during challenging times. For instance, during the pandemic in 2020, Behaestex launched a range of new products, including Atlas Premium bed linens, Atlas Super Premium sarongs, Batik sarongs, Jacquard Batik fabrics, and Jacquard Batik shirts. These innovations reflect the company’s commitment to expanding its product line and meeting evolving consumer needs.
Recognition and Awards: A Testament to Excellence
Behaestex’s achievements are underscored by numerous accolades that underscore its status as a leading brand in Indonesia’s textile industry. The company has received the Indonesia Original Brands award, recognizing its contribution to promoting Indonesian-made products. This award highlights Behaestex’s ability to compete with international brands and maintain a strong presence in the domestic market.
The Top Brand Award is another notable recognition received by Behaestex. This award, conferred by Frontier Consulting Group, acknowledges the company’s brand as a top performer in its category. The rigorous evaluation process behind the award reflects Behaestex’s commitment to quality and consumer satisfaction.
In 2012, Behaestex was honored with the Superbrands award, a prestigious accolade reserved for brands that demonstrate exceptional performance and distinction. This recognition further solidifies Behaestex’s position as a leading brand in the textile industry and reinforces its reputation for excellence.
A Global Player: Expanding Internationally
Behaestex’s success is not confined to the domestic market; the company has made significant inroads into international markets across Southeast Asia, Africa, and the Americas. With a growing presence in countries such as Malaysia, Saudi Arabia, and the United Arab Emirates, Behaestex has demonstrated its capability to cater to a global clientele.
The company’s ability to produce custom-made sarongs for international clients underscores its commitment to meeting diverse customer needs. Behaestex’s focus on tailoring products to specific market demands reflects its agility and adaptability in the global marketplace.
Behaestex operates three major factories in Indonesia, located in Gresik, Pandaan, and Pekalongan. The recent expansion to Pekalongan aims to enhance proximity to textile raw materials and tap into the growing market in Central Java. This strategic move aligns with Behaestex’s commitment to maintaining high production standards and meeting the demands of both domestic and international markets.
The BHS Sarong products are categorized into several classes, including Masterpiece, Signature, Royal, Excellent, and Classic. Each of these classes is distinguished by its production technique. Some are woven using traditional handlooms (ATBM – Alat Tenun Bukan Mesin), while others combine art with modern technology.
The BHS Sarongs woven by hand (ATBM) include the Masterpiece, Signature, and Royal classes. The patterns of these sarongs are created from a combination of Premium Cotton Mercerized material and BHS branded threads, resulting in unique motifs and recurring patterns.
What sets the Masterpiece class apart from the Signature class is its exclusive and limited motifs. Examples include the Songket Gunung Agung, Songket Ikat Fantasi, Songket Gunung Exclusive, and Songket Gunung Fantasi.
The Signature class features motifs such as Songket Ikat Nusantara and Songket Gunung Crepe. Meanwhile, the Royal class includes motifs like Songket Gunung, Songket Eksklusif, Ikat Timbul Gambiran, among others. These patterns are characterized by their elegant and exclusive designs, with solid and distinctive colors.
The company has extensive product range includes various traditional Muslim garments, such as sarongs, baju muslim, songkok, mukena, gingham, and subaiyah. Each product is marketed under different brands, catering to specific consumer segments and ensuring a comprehensive approach to market coverage.
PT Behaestex’s journey from a local weaving business to a global textile player is a testament to its commitment to quality, innovation, and cultural preservation. The company’s ability to adapt to changing market conditions, coupled with its dedication to maintaining high standards, has positioned it as a leader in the textile industry.
As Behaestex continues to expand its global footprint and introduce new products, its legacy of craftsmanship and innovation remains a cornerstone of its success. With a focus on delivering premium products and meeting the needs of diverse markets, PT Behaestex is well-positioned to continue its trajectory of growth and success in the years to come.
