Burch

Sidebar Sidebar Sidebar
  • Traveler Evergreen STR-006 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Evergreen STR-006 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Evergreen by Nassimi Fabric

    Traveler Evergreen by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Boltaflex Heritage Chamois 535882 by Omnova Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Boltaflex Heritage Chamois 535882 by Omnova Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Boltaflex Heritage Chamois by Omnova Fabric

    Boltaflex Heritage Chamois by Omnova FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 400000Repeat: Horizontal: Not Applicable...
    $93.59
    $65.52
  • Traveler Cheyenne STR-005 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Cheyenne STR-005 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Cheyenne by Nassimi Fabric

    Traveler Cheyenne by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Boltaflex Heritage Saddle 535883 by Omnova Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Boltaflex Heritage Saddle 535883 by Omnova Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Boltaflex Heritage Saddle by Omnova Fabric

    Boltaflex Heritage Saddle by Omnova FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 400000Repeat: Horizontal: Not Applicable...
    $93.59
    $65.52
  • Traveler Walnut STR-022 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Walnut STR-022 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Walnut by Nassimi Fabric

    Traveler Walnut by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Traveler Shetland STR-015 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Shetland STR-015 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Shetland by Nassimi Fabric

    Traveler Shetland by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Traveler Chestnut STR-004 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Chestnut STR-004 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Chestnut by Nassimi Fabric

    Traveler Chestnut by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Boltaflex Heritage Walnut 535884 by Omnova Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Boltaflex Heritage Walnut 535884 by Omnova Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Boltaflex Heritage Walnut by Omnova Fabric

    Boltaflex Heritage Walnut by Omnova FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 400000Repeat: Horizontal: Not Applicable...
    $93.59
    $65.52
  • Boltaflex Heritage Tobacco Leaf 535885 by Omnova Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Boltaflex Heritage Tobacco Leaf 535885 by Omnova Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Boltaflex Heritage Tobacco Leaf by Omnova Fabric

    Boltaflex Heritage Tobacco Leaf by Omnova FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 400000Repeat: Horizontal: Not...
    $93.59
    $65.52
  • Traveler Wrangler STR-024 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Wrangler STR-024 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Wrangler by Nassimi Fabric

    Traveler Wrangler by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Traveler Ashwood STR-002 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Ashwood STR-002 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Ashwood by Nassimi Fabric

    Traveler Ashwood by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Traveler Thoroughbred STR-019 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Thoroughbred STR-019 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Thoroughbred by Nassimi Fabric

    Traveler Thoroughbred by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Traveler Forge STR-007 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Forge STR-007 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Forge by Nassimi Fabric

    Traveler Forge by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Traveler Appaloosa STR-001 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Appaloosa STR-001 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Appaloosa by Nassimi Fabric

    Traveler Appaloosa by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Boltaflex Heritage Smokey Gray 535888 by Omnova Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Boltaflex Heritage Smokey Gray 535888 by Omnova Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Boltaflex Heritage Smokey Gray by Omnova Fabric

    Boltaflex Heritage Smokey Gray by Omnova FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 400000Repeat: Horizontal: Not...
    $93.59
    $65.52
  • Boltaflex Heritage Shadow Black 535889 by Omnova Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Boltaflex Heritage Shadow Black 535889 by Omnova Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Boltaflex Heritage Shadow Black by Omnova Fabric

    Boltaflex Heritage Shadow Black by Omnova FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 400000Repeat: Horizontal: Not...
    $93.59
    $65.52
  • Boltaflex Heritage Charcoal 535886 by Omnova Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Boltaflex Heritage Charcoal 535886 by Omnova Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Boltaflex Heritage Charcoal by Omnova Fabric

    Boltaflex Heritage Charcoal by Omnova FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 400000Repeat: Horizontal: Not Applicable...
    $93.59
    $65.52
  • Traveler Steamboat STR-018 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Steamboat STR-018 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Steamboat by Nassimi Fabric

    Traveler Steamboat by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Traveler Sea Biscuit STR-014 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Sea Biscuit STR-014 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Sea Biscuit by Nassimi Fabric

    Traveler Sea Biscuit by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Traveler Geyser STR-008 by Nassimi Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Traveler Geyser STR-008 by Nassimi Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Traveler Geyser by Nassimi Fabric

    Traveler Geyser by Nassimi FabricRequired Minimum Quantity Purchase: 2 Yards. Fire Retardant Free:  Yes - May be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 250000Repeat: Horizontal: Not Applicable and...
    $93.59
    $67.08
  • Invision Honey INV-6201 by Spradling Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: 17.875 and Vertical: 17.5 54" - Fabric Carolina - Invision Honey INV-6201 by Spradling Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: 17.875 and Vertical: 17.5 54" - Fabric Carolina -
    Add Wish List

    Burch

    Invision Honey by Spradling Fabric

    Invision Honey by Spradling FabricRequired Minimum Quantity Purchase: 2 Yards. Not Fire Retardant Free: May not be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 100000Repeat: Horizontal: 17.875" and Vertical: 17...
    $90.95
    $63.80
  • Invision Caramel INV-6208 by Spradling Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: 17.875 and Vertical: 17.5 54" - Fabric Carolina - Invision Caramel INV-6208 by Spradling Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: 17.875 and Vertical: 17.5 54" - Fabric Carolina -
    Add Wish List

    Burch

    Invision Caramel by Spradling Fabric

    Invision Caramel by Spradling FabricRequired Minimum Quantity Purchase: 2 Yards. Not Fire Retardant Free: May not be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 100000Repeat: Horizontal: 17.875" and Vertical:...
    $90.95
    $63.80
  • Sequins Mulberry SQN-0017 by Spradling Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. This fabric may also be cleaned with mild, water-free solvents. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Sequins Mulberry SQN-0017 by Spradling Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. </p><p>Repeat: Horizontal: and Vertical: 54" - Fabric Carolina -
    Add Wish List

    Burch

    Sequins Mulberry by Spradling Fabric

    Sequins Mulberry by Spradling FabricRequired Minimum Quantity Purchase: 2 Yards. Not Fire Retardant Free: May not be shipped to or sold in California.Book: See sampleContent: 100% VinylOrigin: Performance: 75000Repeat: Horizontal: Not Applicable and...
    $89.63
    $61.39
  • Virtue Quit Your Wine-N VIR-014-C by Burch Fabric our website for purchase 100% Vinyl USA or Asia Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. Horizontal: - and Vertical: - 54" - Fabric Carolina - Virtue Quit Your Wine-N VIR-014-C by CGPC Fabric See sample 100% Vinyl USA or Imported Water-based cleaning agents and foam may be used for cleaning. Cleaning by a professional cleaning service is recommended. 54 - Fabric Carolina -
    Add Wish List

    Burch

    Virtue Quit Your Wine-N by Enduratex Fabric

    Virtue Quit Your Wine-N by Enduratex FabricRequired Minimum Quantity Purchase: 2 Yards. Not Fire Retardant Free: May not be shipped to or sold in California.Book: See sampleContent: Origin: Performance: Repeat: Horizontal: and Vertical: Width:
    $89.63
    $64.51

Find Burch Fabric at Discount Price for Hospitality and Home Decor

Burch fabric is one of the frontrunners in the textile industry. Since it arrived in the industry in 1904, Burch fabric has carved its own signature in the industry. The company is known for offering more than just fabrics – they also pair that with quality service and reliability. The company has had humble beginnings as a small upholstery shop in Michigan. Since then, it has grown into a world-famous brand.

When you buy Burch fabric online, you can expect to find an extensive selection of quality textiles suited for the hospitality, healthcare, and corporate industry. They provide a wide selection of crypton, vertical surface fabrics, and vinyl textiles, among other things. They also offer comprehensive designs that are known for its innovativeness that adapt to the changing demands of the industry.