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Diversification: CREATEX turns a crisis into an opportunity

January 28, 2021

Gafsa Mining Basin to close operations and lay off staff.

For Said Rouached, CEO of CREATEX, a company specialized in manufacturing clothes for export, this difficult period was also the trigger to restructure his company.

“After the loss of our main client, a global fashion brand based in Italy, we were forced to stop all activity for two and a half months, explains Rouached. “During this period, we reflected a lot and most importantly took action to help supply the region with masks and equipment to protect against the Corona virus.”

Ten years ago, Rouached took early retirement from his role as manager of the Tunisia’s state-owned phosphates producer Compagnie des Phosphates de Gafsa, to establish the family-run business.

“We launched CREATEX just after the Revolution, a critical and very unstable period. However, we managed to negotiate a contract with a major Italian fashion brand, thanks to our seriousness and quality control. 2020 brought us new challenges: to succeed in the transition from subcontracting to our own production with the support of the Mashrou3i Project.”

Rouached was contacted by a Mashrou3i expert from the Gafsa region, who made several visits to the factory, and during discussions with the entrepreneur, established an action plan for the diversification of CREATEX products and the extension of its activities.

CREATEX invested 100,000 TND in the acquisition of new equipment, enabling it to manufacture and screen print aprons and work clothes to meet the needs of schools, health facilities and clinics in the regions of Gafsa and Sidi Bouzid. It also integrated new digital tools and software into production. When engaging with customers, the company is now able to present digital models of designs, facilitating negotiations.

“Thanks to the technical assistance provided by Mashrou3i, our staff have been trained in screen printing and embroidery, image processing, selection of colors and fabrics, vector image, photo and scanning,” explains Rouached. “They have also been trained in production management, planning and quality control.”

Restructuring and diversifying its operations, has enabled CREATEX to retain its 45 skilled workers and even recruit 27 new employees as part of its expansion. Support from Mashrou3i has also helped ensure the business has the tools to navigate the global pandemic.

Vice-president of the National Federation of Textile and Clothing, Rouached is well-experienced in the sector and thinks a lot about the growth of his company. Another reason why he strongly supports the next generation and their roles in the firm. His daughter Hajer, 28 years old, who has a degree in pattern design, is responsible for production. His son Zied, 25 years old, has a degree in textiles and is technical manager. Rouached is also convinced that in addition to training and diversification of the business, the future of his company lies in foreign markets.