1964 - The very start

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The story starts in 1964, when the American carpet manufacturer Trend Mills decides to start a subsidiary in Ronse, Belgium.

1969 - Establisment of Associated Weavers Europe (AWE)

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Five years later, in 1969, another American concern, Champion International, takes over Trend Mills and a second company, British Associated Weavers, from Bradford in West Yorkshire. At the time Associated Weavers was the most important producer in the world of woven Axminster carpet and Europe’s biggest manufacturer of printed tufted carpeting. Shortly afterwards Associated Weavers starts tufting and printing broadloom carpeting at the branch in Ronse, Belgium. Associated Weavers Europe is now a fact.

1984 - Management buyout and founding of Associated Weavers International (AWI)

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In 1984 Champion International discontinues carpet production. The result is a management buy-out, in 1984, followed by the establishment of the holding company Associated Weavers International (AWI).

1990 - Acquisition of Prado in Kuurne (Belgium)

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In 1990 AWI takes over the Belgian company Prado, in Kuurne, Belgium. Set up in 1909 as a weaving mill for furnishing fabrics, Prado makes both woven and tufted wall-to-wall carpet and rugs.

1997 - AWI gets publicly listed on the Brussels Stock Exchange

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In 1997 AWI is launched on the Brussels stock exchange – the first Belgian carpet manufacturer.

AW beurs

1998 - AW expands in Central Europe with the takeover of a Czech factory.

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Liberec factoryIn 1998 AWI acquires a factory in the Czech town of Liberec. At this factory mainly labour-intensive work such as finishing carpet runners and play mats for children is carried out.

2001 - Acquisition of French company Balsan complements AW's product offering

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In 2001 AWI takes over the French company Balsan. A crown jewel of takeovers.
Balsan is specialised in broadloom carpeting for contract applications such as hotels, public buildings, schools, etc.

This takeover complements AW’s activities nicely, as until then it had aimed mainly at the residential market (decoration of private homes).

2006 - Beaulieu Kruishoutem Group acquires AWI and Papillo is established

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In 2006 AWI is acquired by Stephan Colle’s Beaulieu Kruishoutem Group through a public takeover bid.
In same year Papilio is established, focussed on the import and distribution of trendy rugs from the Far East.

Stephan Colle
Stephan Colle of the Beaulieu Kruishoutem Group


papilio carpetpapilio carpet

2008/2009 - Ronse becomes AW's main production and logistics facility

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In the period 2008-2009 AW concentrates all Belgian production and logistical activities at the site in Ronse.

ronse main production AW

2010 - Integration of AW in the Belgotex International Group

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Since 2010 AW has been part of Belgotex International Group.

Belgotex International logo

Belgotex International Group

2010 - Change of strategy

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AW Associated WeaversAW, which for years had been pursuing a volume strategy in the medium-low segment of the market, and was seeking in vain to achieve satisfying business results, had a particularly difficult time.

The strategy was adjusted by a heavy emphasis on the development of trendy, value-for-money products brought into market via innovative marketing concepts. Investments were made in a complete rebranding, with the new logo integrating the tagline “Carpet your life” as the prime feature.

The slogan “Carpet your life” is no less than an invitation to the end consumer to choose a carpet from among a series of new collections offered in an inviting “Butterfly” display per colour, based on five universal life styles.


2010 - “Carpet your life” and the 5 life styles

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Carpet your life” and the five life styles (Simple Life, City Life, World LifeSweet Life and Classic Life) were exhibited for the first time at Domotex 2010 within the setting of an inspiring stand that exuded atmosphere and customer experience. AW will, in fact, make it a point of honour to be present each year at Domotex with an impressive stand that offers much to experience and where it’s pleasant to spend some time.

lifestyle test

2014 - Sensualité: Super Soft carpet

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The launch of Sensualité at Domotex 2014.

An “emotionally engaging customer experience” in a mysterious “Black Box” constituted a valuable marketing
support for this unique brand and the associated “super soft” carpet collections that, to this day, have no equal in the market. The tasteful, compact displays with refined black-and-white photography and compact bundles of samples remain unmatched today.

The video clip for Sensualité won bronze in the “Best Direction” category at the “2014 International Television and Film Awards” in New York.


2015 - Invictus: Great carpet – Invincible comfort

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At Domotex 2015, AW launched a new brand: “Invictus®”, bearing the tagline “Great carpet – invincible comfort”. “Invictus®” represents matchless comfort based on iVinci®, an SDO high-filament yarn that gives “Invictus®” a unique combination of body, texture, lustre and softness. The product launch event in the black box – with the Maori people playing a leading role – met even more success than Sensualité® did the previous year, and the new displays (duo stands) were also greeted enthusiastically.

A few months later, the “Invictus®” introductory film carried off no fewer than 4 prestigious prizes at the “2015 International Television and Film Awards” in the Big Apple.