From its origins in Karachi, Pakistan, to its growing international presence, Candle Thread has woven a story of resilience, adaptability, and forward-thinking craftsmanship. As the company continues to expand its reach, CWB speaks to Mudassir Salim, Overseas Sales Head, to learn more about Candle Thread’s journey, its recent expansion into the UK market, and the philosophy that sets it apart from industry peers.

 

Laura Turner: Candle Thread has a rich history spanning over four decades. Can you share the story of how it all began?

Mudassir Salim: The story of Candle Thread began with my father and my uncle, who opened a small workshop with yarn processing machines. They would process yarn and then sell it in the market. Through these interactions, they learned about different textile products and decided to start producing embroidery thread. The brothers’ ability to embrace change was one of the key factors in their survival and success. When fast, multi-head machines took over in the 80s, Candle Thread initially struggled, as our thread would break on those machines. Instead of giving up, they invested heavily in R&D, adapting processes to create high-quality thread that could run smoothly on multi-head machinery. Eventually, Candle Thread was able to compete strongly in the market. Adaptability and progress have been at the heart of Candle Thread’s journey since its formation.

LT: What led the company to launch in the UK in 2023?

MS: Growth is a fundamental part of every organisation, and at Candle Thread we believe it is vital. We had previously expanded into several Asian countries and found success there, so naturally, the UK was the next step. Our first attempt at entering the UK market was in 2018. At that time, we didn’t fully understand the dynamics of the market and had to withdraw and rethink our strategy. When we tried again in 2023, things went much smoother thanks to the experience we had gained and the strong foundation we had built. A big part of this success has been the support of Mr Farooq Anwar, whose partnership has been invaluable in making our UK operations possible.

LT: What differentiates Candle Thread from other thread manufacturers?

MS: At Candle, we always prioritise understanding our customers first. We make it a point to visit potential clients, listen carefully to their needs, and introduce thread qualities and colours that fit their exact requirements. We combine this customer-first approach with competitive pricing and reliable service, which sets us apart from other thread manufacturers.

LT: You produce approximately 100 million spools annually. What operational efficiencies and technologies enable you to maintain such high output?

MS: Candle Thread has been in the business for over 45 years, and throughout this journey, we’ve consistently invested in the best available machinery and technological advancements. Today, we’re also exploring the potential of AI, using it not just in office tasks but also in areas like housekeeping and inspection. This commitment to innovation ensures we can maintain high levels of output while upholding quality.

LT: Candle Thread plays a role in supplying threads for schoolwear embroidery. How significant is this sector to your overall business?

MS: Schoolwear embroidery is a very important part of our business. The sector is unique because it demands high volumes, consistent colour availability, and absolute reliability – qualities that align perfectly with our strengths as a manufacturer. While we serve many industries, schoolwear holds a special place as it allows us to build long-term relationships with embroiderers who depend on us year after year. In many ways, it’s a cornerstone of our UK operations and a sector we are committed to supporting.

LT: What are the unique demands of the schoolwear industry when it comes to thread durability, colourfastness, and consistency?

MS: Uniforms are garments worn daily, washed frequently, and, in the case of sports uniforms, often exposed to the sun. These conditions put thread quality to the ultimate test. That’s why durability, colourfastness and consistency are crucial, and we ensure our products meet the demands of embroiderers. One of the most important things for us is recognising that we are a B2B business. Our clients have customers they answer to, and any issue with our thread could cause a huge setback for their business. For us, that is simply unacceptable.

LT: How do you manage seasonal spikes in demand, particularly around the Back to School period?

MS: Everything is shipped from our UK warehouse, so that is not something that we are very concerned about. These last two years have given us a better idea of which colours are more in demand and which aren’t, but we are always on top of our supply chain and stock up way before any of the colours run out. That being said, our supply chain team are always on their toes. Candle Thread is expanding in the UK, and new customers with varying needs can be challenging. But we have successfully managed. Since a lot of customers switch to our thread when the season is slow, it gives us the opportunity to thoroughly understand our customers’ needs and demands.

 

 

LT: Has Candle Thread implemented any sustainability initiatives across its manufacturing and packaging processes?

MS: Sustainability has always been at the forefront of our strategy. We recycle plastics for our own use, reducing waste in packaging and production. In addition, we operate water treatment plants that allow us to reuse water within our facilities. These initiatives are part of our ongoing commitment to more responsible manufacturing.

LT: What role does digital engagement play in your company?

MS: Digital engagement and website tools have become quintessential in any organisation’s arsenal of customer acquisition and retention strategies. On our website, we have added a colour conversion tool that helps customers easily match thread colours to any Pantone colour and vice versa. What I love about social media is that when you talk to customers face to face, they would comment on the overall performance of the company or the thread. But when you are on social media, they mention the minor inconveniences that can come with how we are working or our product. These minor inconveniences are the things that, when fixed, help us really improve our quality.

LT: Are there any upcoming partnerships, product launches, or market expansions you can share with us?

MS: There are a lot of things we are working towards, and I am personally excited to work towards expanding in the EU. Candle Thread is focusing on building new partnerships to strengthen its global presence. On the product side, we’ve been investing heavily in R&D, particularly in magnetic bobbins, which I’m especially excited about.

LT: What are your strategic priorities for the next three to five years?

MS: One thing we’ve noticed is that many embroiderers dislike having to order supplies from multiple stores. It can be frustrating to visit different websites, place separate orders, and manage multiple shipments. Our priority over the next few years is to become a true one-stop embroidery shop, offering everything our customers need. By streamlining the purchasing experience, we aim to save them time, reduce hassle, and provide greater value.

LT: How do you see the future of the thread and textile industry evolving, and where does Candle Thread fit into that vision?

MS: The textile industry is evolving rapidly, shaped by innovation, sustainability, and customer expectations. We believe the future will place even greater emphasis on eco-friendly manufacturing, digital integration, and automation – from smarter machinery to AI-driven quality control. At the same time, speed and reliability will remain critical, as embroiderers and brands look for suppliers that can deliver consistently without compromise. Candle Thread has always thrived on adaptability, and that will continue to be our strength. By investing in sustainable practices, embracing new technologies and expanding our product range, we are positioning ourselves not just to keep pace with the industry but to help shape its future. Our goal is to remain the trusted partner for embroiderers worldwide, providing the quality and innovation they need to succeed.

For further information and enquiries, contact sales@candlethread.uk.