It is said that in the 1990s, in the emerging Czech consumer market, even a slightly skilled salesman could sell practically anything. “But we wanted to offer products we could be proud of. That’s why we decided to sew them ourselves, from fabrics we carefully selected. This is reflected, among other things, in the unique guarantees we provide for our products. We guarantee our goods for five years, zippers have a lifetime warranty and customers have the right to exchange goods within 365 days,” says Aleš Kuchař, founder and co-owner of the home textile manufacturing company DARRÉ.
The added value of DARRÉ products lies not only in the hand-sewing of products in their own facilities but also in the guarantees provided through international certifications such as OEKO-TEX® Standard 100. This is one of the most recognized international standards for testing textiles for health safety and ensures that products are safe for children under three years of age and for allergy sufferers. “The strictest and most comprehensive certification we hold is GOTS (Global Organic Textile Standard). It monitors not only the production process from seed to the final product and its packaging in recycled materials, but also wastewater treatment procedures and the ethical and social aspects of employee relations,” continues the founder.
The company is currently undergoing a testing process as an applicant for the OEKO-TEX® MADE IN GREEN certification, which verifies the absence of harmful substances. “Meeting such stringent criteria is not easy. That’s why many textile companies do not hold it – only their suppliers do.”
Aleš Kuchař remains optimistic about customers’ willingness to pay more for product quality, sustainability and environmental protection. He is a defender of tradition and supporter of regional industry development. Textile industry and production of textile machinery have a long history in the Czech Republic, which has not disappeared even during the difficult period of transformation. Only company names and their ownership structures have changed.
“We choose our suppliers carefully. Most of them use Western technologies, mainly Italian and Swiss, guaranteeing the highest quality. Wherever Czech competition can match foreign manufacturers, we prefer domestic partners. For example, we purchased our sewing machines from the Boskovice-based manufacturer and retailer Garudan, and we are extremely satisfied with them. We also seek local suppliers and collaborators for the preparation and implementation of the showroom at our headquarters in Vysokov near Náchod. This permanent sales exhibition will become an important part of our long-term business strategy, alongside our established online store,” announces Aleš Kuchař.
“In our business strategy over the past five years, we have capitalized on the advantages of modern technologies and long-term relationships with customers from the period when we preferred personal presentation and direct sales. The result is a multiple increase in turnover, without compromising on quality, uniqueness, ecological nature of business or reasonable production pricing,” says Aleš Kuchař. Pictured with his daughter Kristýna, who is now also involved in managing the family business.
Customers are increasingly interested in the origin and ecological properties of materials, the production process behind the products they use daily, and waste minimization or recycling. At DARRÉ, these factors are reflected in all our activities – from the careful sourcing of fabrics made of organically grown cotton from Egypt and Turkey, which are processed according to strict customer parameters, to digital printing and eco-friendly fabric packaging.
A major improvement in quality and precision came when the company switched from rotary pigment printing to digital printing using the Italian-made Reggiani printers. With truer colors, detailed motif rendering and a soft touch, it brought the desired effects for customers and up to 90% savings in dyes and lower water consumption for the manufacturer.
DARRÉ also opted for a more sustainable and stylish alternative for packaging materials. They replaced paper with fabric packaging in the same pattern as the distributed bed linen, allowing customers to reuse it. “The transition to eco-friendly packaging has brought us customer appreciation for a meaningful innovation and savings of around 2,000 kilograms of plastic and 9,000 kilograms of paper annually.”
Sustainable business practices in compliance with the strictest standards required a number of significant changes in the company’s economy and sales methods. Direct sales were gradually replaced by online sales. When the company’s owners’ daughter Kristýna Kuchařová took over the online store in 2019, its turnover was only two million CZK. Now it has been the main sales channel for about five years, the turnover reached approximately 150 million CZK in the first eight months of 2025 alone.
“However, the path to a fully functional online store wasn’t easy, despite careful preparation. When we wanted to launch it right before Christmas 2021, the IT specialist who handled the coding accidentally deleted it. So I decided to fix it myself,” recalls Kristýna Kuchařová. The respect she earned at that time as a fresh graduate of a graphic design high school propelled her into the position of head of marketing and an indispensable member of the family company’s management.
Actress Lucie Benešová is (not only) the face of the original DARRÉ collection called Beneška. She collaborates with Kristýna Kuchařová on its final design.
Kristýna’s love for her profession and refined artistic sensibility never left her. She designs themes and patterns that her colleague, painter Tereza, turns into templates for digital printing. She is currently collaborating with actress Lucie Benešová on original home textile collections called Beneška, which have quickly gained popularity among Czech and Slovak customers.
It is no coincidence that DARRÉ’s founder Aleš Kuchař likes the quote by Henry Ford, which he follows: “Quality means doing it right when no one is looking.”
Written by Věra Vortelová
Photo credits: DARRÉ
Určitě jste si všimli, že u nás ani za čtení celých článků nic neúčtujeme a že vás neobtěžujeme vyskakovacími okny personalizované reklamy.
Velmi bychom ocenili, kdybyste nás na oplátku podpořili peněžitým darem na tento účet:
2021853028/5500
QR kód obsahuje údaje k platbě. Výše částky je na vás, budeme si vážit všech darovaných plateb.
Děkujeme 😊
Za obsah inzerce zodpovídá inzerent. Žádné části textu nebo fotografie z Trade News nebo www.itradenews.cz nesmí být používány, kopírovány nebo jinak šířeny v jakékoliv formě či jakýmkoliv způsobem bez písemného souhlasu vydavatele.