Beyond the Lobby: A Conversation with Alex Heiman, President, Standard Textile

 

At the heart of every hospitality experience lies a story—of comfort, care, and connection. In this edition of Beyond the Lobby, we’re excited to sit down with the visionary  Alex Heiman, President at Standard Textile, a company with over 80 years of expertise in creating innovative, high-quality textiles for the hospitality industry and beyond.

From their deep commitment to sustainability and groundbreaking R&D at their CORE facility to their community-focused initiatives like Standard Textile Cares, they’ve woven purpose and innovation into every fiber of their business.

Join us as we explore how Standard Textile stays ahead of industry trends, elevates guest experiences, and pioneers sustainable practices that inspire hotels and guests alike. This is a story of innovation, care, and textiles that leave a lasting impression—because hospitality is about more than just the stay. It's about making a difference.

What are the core values that drive Standard Textile’s mission, and how do they influence your strategic decisions?  

Our core values are reflected in our brand promise: Better Textiles. Delivered Seamlessly. By Experts who Care. This promise permeates our entire organization and is the guiding light for every strategic decision we make. As a four-time US Best Managed Company honoree, we are laser focused on delivering the best possible products to our customers in the most seamless, efficient manner. It is this shared objective that allows us to remove barriers to execution and foster alignment across the organization. 
 
I also want to highlight “Experts Who Care”. Since my great grandfather founded the company in 1940, we have built a legacy of caring deeply not only for our customers and our associates, but for our communities as well. Our strong partnership with the United Way as well as the launch of our Standard Textile Cares program, which delivered over 80,000 showers to homeless communities across the country, are just a few examples of the many organizations we support through product donations, financial support and volunteerism. 

 
It is the combination of all three aspects of our brand promise that has made Standard Textile successful and allowed us to continue to adapt in an ever-changing world.  

Standard Textile has been a leader in the textile industry for many years. How do you stay ahead of industry trends and continue to innovate? 

With over 150 patents, innovation is truly at the heart of who we are as an organization. At our World Headquarters in Cincinnati, we have what we call the CORE – a world-class R&D facility complete with a miniature vertical textile manufacturing center, a full-scale commercial laundry, comprehensive testing laboratory, and a prototype production center. Within the CORE, we have some of the brightest scientists and researchers in the field of textiles dedicated to developing the next breakthrough innovations. 
 
In terms of trends, it is invaluable to develop strong partnerships with our customers. Ultimately, they are the ones who are shaping the industries we serve. By conducting focus groups and having in-depth discussions about what’s working and what’s not, we are better able to understand the pain points in the industry and develop innovations that address them. That really is the formula that has been successful for us time and time again.    

Customer experience is at the heart of the hospitality industry. How does Standard Textile ensure that its products and services enhance the guest experience in hotels and other hospitality settings? 

The guest experience is absolutely paramount in hospitality. But equally, hotels need products that are durable and long lasting, since they will be subject to constant use. Over the years, we’ve partnered with many of the leading global hotel brands to develop new technologies to support both goals.  

A perfect example of this is our Centium Core Technology®, which combines the strength and durability of polyester with the softness of cotton in a way that delivers long-lasting products to hotels while also wowing guests from the moment they enter their room.  
 
I would encourage properties not to underestimate how memorable textiles can be for their guests. Every week, we are contacted by dozens of individuals who experience our products in a hotel and are now looking to purchase for their own home. It’s that kind of lasting memory that shapes guest experiences and brand recognition.   

How does Standard Textile approach sustainability in its product design/manufacturing, and what impact have these initiatives had on reducing the environmental footprint in hotels?  

For decades we’ve been finding creative ways to reduce our carbon footprint, such as reusing steam from manufacturing to heat water in the facility, eliminating plastic liners, and reusing cones, tubes, pallets, and fibers to avoid over 5 million pounds of landfill waste annually. In addition, our Room Ready for You® Laundered with Tide® program is a highly efficient wash process that delivers pre-laundered products to hotels, bypassing the chemical, water, and energy usage typically required for new sheeting and terry. 

One other recent development that we’re very proud of is our Take Back Recycling Program, which allows properties to return their old or damaged products for recycling and reuse further downstream. 

Standard Textile has always been a leader in sustainability, and we will continue to innovate to help reduce both our and our partner hotels’ impact on the environment. 

Looking ahead, what do you see as the biggest opportunities for growth and expansion for Standard Textile? 

Our fastest growing line of business is in providing end-to-end service for window treatments (shades, drapes, etc.). For this business, we measure, manufacture in Texas, and then install on site. 

By offering a comprehensive service along with innovative products like the Newton Shade, we’re setting a new standard for what’s traditionally been a fragmented market with unpredictable levels of service. 

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