European textile machinery manufacturers must continue investing in research, development and advanced technology to remain competitive during a difficult period for the global industry, according to Bruno Caffieri, Sales Manager at Picanol.
Speaking with Kohan Textile Journal during EGY Stitch & Tex 2026 in Cairo, Caffieri discussed Egypt’s growing textile market, Picanol’s production strategy in Belgium and China, intensifying international competition and the future role of artificial intelligence in the weaving machinery sector.
Bruno Caffieri Discusses Egypt, Global Competition and the Future of Weaving
Kohan Textile Journal: Could you introduce Picanol and its product range?
Bruno Caffieri: My name is Bruno Caffieri, and I am Sales Manager at Picanol. Picanol is a Belgian company that designs and manufactures weaving machines, including both rapier and airjet technologies.
We export our machines worldwide and have been active in the Egyptian market for many decades.
Egypt is currently experiencing considerable activity. Many companies, including investors from Türkiye and China, are looking at establishing or expanding production operations here.
Egypt’s proximity to Europe is an important advantage, while the tariff conditions available for exports to the United States can also be attractive. There is clearly movement in the market, and this could be seen at EGY Stitch & Tex 2026. Compared with previous editions, the exhibition attracted a much larger number of visitors.
We are present in Egypt with NobelTex, which has represented Picanol for many years. NobelTex is a successful agency representing several leading international companies, and we are working together to continue strengthening Picanol’s position in the market.
Kohan Textile Journal: Is the current textile machinery downturn part of a normal cycle, or does it represent a deeper change?
Bruno Caffieri: The textile industry has experienced many periods of growth and decline in the past, and those earlier downturns were generally part of a normal business cycle. However, I believe the current situation is different.
This is not simply another normal downturn. It appears to be more structural, while the wider global economic and geopolitical environment is making conditions even more difficult.
Chinese textile machinery manufacturers are also increasing in number, production capacity and technological capability, creating stronger competition for established European suppliers. At the same time, the overall volume of the market has declined.
Our response must be to concentrate on what we know how to do. Picanol continues to invest heavily in research and development. We must remain at the forefront of technology and consistently work to offer the strongest possible solutions. In my view, continued technological investment is the only sustainable route through the current difficult market.
Kohan Textile Journal: How can European textile machinery manufacturers remain ahead as Chinese competition increases?
Bruno Caffieri: That is the million-dollar question. Picanol has its main operations in Belgium, but we have also operated a production company in Suzhou, China, for many years.
The machines manufactured in China are not the same as those produced in Belgium. Some European manufacturers have chosen to move their production activities completely to China, but that is not Picanol’s objective.
We believe in maintaining our presence in Europe and continuing to rely on European engineering and research capabilities. We want to remain in Europe, particularly for research and development.
At the same time, our Chinese facility has an important role. Manufacturing locally allows Chinese customers to purchase machines in yuan without the additional costs associated with importing complete machines. The products manufactured there remain Picanol machines because the facility belongs to the company and operates within our organisation.
For Picanol, these two sides of the business need to coexist. Our European operations maintain our engineering and innovation base, while our Chinese facility enables us to respond effectively to the requirements of the local market.
Chinese manufacturers are becoming increasingly capable and competitive. European manufacturers must therefore continue setting new technological benchmarks instead of relying only on their historical position. Survival depends on continuously investing in innovation.
Kohan Textile Journal: How will automation and artificial intelligence change the weaving machinery industry?
Bruno Caffieri: Artificial intelligence is already present within our industry. Picanol has approximately 120 engineers working in research and development in Belgium, and AI tools are already being used in this area.
How AI will expand into other business functions, including sales, remains a major question. It is possible to imagine that some tasks currently performed by salespeople could eventually be handled by AI.
However, human relationships remain extremely important, particularly in markets such as Egypt and Türkiye. Personal connections and trust are central to a successful business relationship, and technology cannot easily replace them.
AI will undoubtedly transform parts of the industry, but the full extent of that transformation is still unclear. Frankly speaking, the speed and possible consequences of this development also create some concern.
Read More:Â Picanol at ITM 2026: Balancing Smart Weaving and Rising Energy CostsIntroduction and Background
Innovation and Trust Will Shape the Next Textile Machinery Era
Caffieri’s comments reflect the pressure facing European textile machinery manufacturers as global demand weakens and competition intensifies. Maintaining a technological advantage will require sustained investment in engineering, digitalisation and product development.
Picanol’s dual production strategy demonstrates how European manufacturers can combine a strong research base at home with local manufacturing capabilities in major international markets. The challenge will be to maintain technological leadership while responding to customers seeking more competitive investment costs.
AI will become an increasingly important part of machinery development, process optimisation and technical services. Yet in relationship-driven textile markets, personal knowledge, trust and local representation are likely to remain essential alongside digital technologies.
