With business extending
across North America, MIP
has noticed differences in the
Canadian and American mar-
ket. “The American market
is more price sensitive and
a little less oriented towards
quality,” he says. A challenge
associated with American
products is the existence of
ironing equipment that would
be rendered useless with knit
sheets that don’t require iron-
ing. In terms of the Canadian
market, despite the company
being based in Quebec, the
province is the most price-
sensitive in Canada and not
their most lucrative market.
“Our products have the value
in them to more than justify
what the difference in price
might be, but it is a real chal-
lenge to convince the deci-
sion-makers,” he adds.
In August, 2013, MIP sold a
portion of their company to
88
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FEBRUARY 2014
