Stitching a stronger future for Butterfly Design

Butterfly Design is a growing linen company in Tunis supplying the hospitality sector. Through collaboration with PUM, the company is now shaping a clear strategy for growth, including restructuring and professionalisation, an approach for expansion into local, international and niche markets, and the implementation of environmentally responsible production. These measures will enable the team to manage growth while maintaining the quality and creativity that define the brand.

Butterfly Design is a female-led company specialising in professional clothing and textiles for hotels, restaurants and catering businesses. Over recent years, the company has expanded steadily, combining local craftsmanship with contemporary design. It has created jobs for skilled tailors, cutters and finishers, as well as new opportunities for women in production roles.

As sales increased, founder and CEO Mrs. Ismahen began looking ahead. She wanted to develop a long-term growth strategy, strengthen the company’s structure, adopt more sustainable production methods, and explore new market opportunities. To support this next stage, Butterfly Design approached PUM representative Abir Chérif and was matched with PUM expert Johannes Franciscus Somers. He visited the company and brought specific expertise in hospitality textiles, including quality standards, pricing and sales strategies.

Laying the foundations for growth

Johannes and the team began with a broad assessment of the company’s operations, production flow and market position, identifying opportunities for improvement and growth. Together, they developed a practical three- to five-year plan focusing on key priorities: strengthening financial management, balancing the product mix, and reducing seasonal peaks in production that put pressure on capacity.

The collaboration also addressed the need for a stronger internal structure. By introducing standard operating procedures, clearer roles, and key performance indicators, Butterfly Design is taking concrete steps towards greater efficiency and resilience. Organisational improvements, better planning and a renewed focus on teamwork are contributing to a more positive and professional working environment.

Exploring new markets

With these foundations in place, Butterfly Design is now positioned to engage with international partners and explore new market segments. Discussions during the project considered potential expansion into neighbouring countries and niche sectors such as healthcare or corporate wear. Diversifying the customer base throughout the year will create a more even production flow and more stable employment for staff.

Towards greener  textiles

Sustainability has become a defining aspect of the global textile and fashion industry, and Butterfly Design aims to align with this transition. Together with Johannes, the team explored ways to introduce more environmentally responsible materials and practices. While international certification remains a longer-term ambition, the company has already begun monitoring developments in eco-friendly fabrics and investigating options to reduce waste in its production process.

Looking ahead

Butterfly Design’s next step is to consolidate the progress made and prepare for participation in international trade fairs to connect with suppliers and potential customers abroad. The company will continue refining its growth plan and strengthening financial monitoring, with ongoing (remote) collaboration with PUM in the coming months.