Regaining financial clarity in Tunisian SH Confection

SH Confection in Monastir is a woman-led, people-centred business in subcontracted garment production. When the company faced financial challenges, they engaged with PUM. Together with the expert, the SH Confection team transformed scattered data into clear insights, improving both day-to-day decisions and long-term direction. The result is a more resilient company, better equipped to safeguard jobs and remain an active part of Tunisia’s textile ecosystem.

Founded in 2015 by entrepreneur Aicha Miled, SH Confection has developed into a reliable subcontracting partner in garment production. Drawing on her experience in the textile industry, Ms. Miled built the company around quality, teamwork and a supportive working environment.
Today, more than 70 people, most of them women, are employed by the company, making it an important source of income and stability in the local community. Through its relationships with suppliers, customers and other industry actors, SH Confection plays a clear role in the regional textile ecosystem.

Addressing financial challenges

After several years of steady growth, the company came under financial pressure. Cash flow became less predictable due to non-paying customers, while declining sales volumes and tight margins added strain. High fixed payroll costs further limited flexibility. As Ms. Miled explains: “Our strength has always been our quality and our ability to satisfy our clients. However, our major challenge was understanding how to make this activity truly profitable and sustainable, in order to support the company and keep it financially healthy.” To regain control and secure the company’s future, SH Confection collaborated with PUM. The company reflects PUM’s focus in Tunisia, with its strong leadership, clear vision and its significant role in providing employment, particularly for women. In collaboration with Willem de Mol, the project focused on strengthening financial management and exploring restructuring options.

Turning insight into action

The project began with a thorough review of financial data and operations, involving internal staff as well as the external accountant, a key customer and the bank. This ensured that the analysis reflected the full reality of the business. Together, they translated complex and fragmented information into practical management tools. These now enable the company to monitor performance more consistently and improve cash flow planning. As Willem de Mol notes, “When financial information becomes clear and accessible, it allows a company to move from reacting to problems towards actively steering its own course.” In parallel, staff developed a better understanding of financial indicators, contributing to a more structured and informed way of working across the organisation.

Building resilience for the future

The project delivered immediate improvements in cost awareness and financial visibility. More importantly, it resulted in a clear strategic roadmap, guiding the company from stabilisation towards future growth, supported by realistic financial scenarios. These steps strengthen the company’s resilience and its ability to continue providing employment. Maintaining over 70 jobs, largely for women, means that SH Confection continues to contribute to both the local economy and the wider textile ecosystem.

Looking ahead, a follow-up project with PUM is planned. Building on the improved financial clarity, this next phase will focus on strengthening marketing and sales, enabling SH Confection to expand into promising markets, reinforce its commercial approach and further position itself as a reliable, high-quality partner. As Ms. Miled emphasises: “I remain fully committed to exploring every possible solution to protect and sustain the jobs of our employees, while focusing on promising markets and improving profitability.”

With clearer insight and a stronger financial foundation, SH Confection is now better equipped to move forward; protecting livelihoods, strengthening its operations and reinforcing its role in the regional textile sector.