Meet Our Man Overseas - Mickael Morel

Essentially for 22 years. I began working for Tara Materials in August of 2002, and I maintained my role with the company when Ecker Textiles (ETX) purchased part of Tara in 2021. I initially started as European Sales Manager and then became International Sales Manager, covering most of the world. Since 2022, I also have shared responsibilities with MacPherson, the exclusive distributor of FREDRIX brand of Artist Canvas.

Born French and later naturalized as a U.S. Citizen, I have studied and worked in the U.S. for over 25 years, with 20+ years in the print and graphic arts industry. I have traveled the world and attended trade shows, bringing my international background and sales experience to the ETX team.

I grew up in a small town near the Swiss border surrounded by a large family, who ran the plastic extrusion business (originally started with wood-turning) founded by my grandfather in 1937, for which I developed the web site during college. Since early on, I have had a knack for languages. As a kid, I was fascinated with different cultures and traveling. I participated in school exchange programs in Russia and England, also studying at University in Birmingham, England & Barcelona, Spain. I am fluent in English, French, and Spanish with a strong knowledge of Slavic languages like Russian and Slovak. I recently moved back to Europe to take care of our European business from our Barcelona warehouse and, of course, to be closer to my family after living in the U.S. for so long. I am now part of our Fredericksburg, Virginia, sister city program from where I live in Southern France.

My education includes Masters degrees from Georgia Tech (International Business and Marketing) and The Grenoble School of Management (Finance) in France. Right after graduating, I worked for a U.S. Department of Defense Contractor, who specialized in manufacturing tactical and army boots, and then for the largest U.S. Translation Company, TransPerfect, before joining the company that is now Ecker Textiles.

I enjoyed discovering the coated textile industry which was new to me when I joined the team. Because I grew up using the metric system only (with all devices in my home, car, etc. switched to metric), this meant that had to familiarize myself with the imperial system (oz vs. grams, yards vs. meters, inches vs. centimeters), which is mostly used in the U.S. and especially useful in the print industry.

What is FREDRIX’s global presence like? How many countries do you serve?

Our FREDRIX Artist and Print Canvases are sold in more than 60 countries worldwide. We participate in all major international trade shows in Europe and the USA, and we sell our products through many different sales channels from OEM manufacturers, converters, and distributors to retailers and fine art/commercial printers.

What is the perception of FREDRIX canvas outside the USA?

FREDRIX, as the leading American brand for Artist and Print Canvas, is very well-perceived in the graphic arts world. It is particularly well-known in Anglo-Saxon countries outside the U.S., where FREDRIX Artist Canvas was introduced 50 years ago. Most countries highly value American products for their rigorous quality and the image that U.S. manufacturing and American culture conveys across the world.

What countries / cities do you like to visit (outside the USA)? Why?

I love traveling anywhere and especially when it is a first-time destination. It is so exciting when you don’t know what to expect and get to confront stereotypes, which often prove to be untrue. Meeting people from all over the world has been a tremendous gift, as I have been able to make lots of friendships along the way.

It would be very difficult for me to pick one single country or even one city as a favorite, but I tend to love places which are next to large bodies of water, whether it is the sea, a lake, or a river. Mountains are also very attractive for me, as I love skiing, hiking, and mountain-biking!

How do global customers get their stock?

We ship canvas rolls all over the world via courier service (UPS, FedEx, DHL, etc.), air freight, and ocean freight (LCL, FCL). We have great logistic partners with whom we have been working for more than 20 years, and we also opened our own warehouse in Barcelona, Spain, which serves all of Europe.

What is your favorite US city to visit? Why?

After Atlanta, which I still consider my hometown, I am always excited to visit U.S. cities like San Francisco, New York, Chicago, and Washington, DC, for their cultural draw and beautiful architecture. I also enjoy laid-back beach towns along the Gulf of Mexico and the Atlantic Coast from Charleston to Savannah and all the way down to the Florida Keys.

My favorite trips though have been to the U.S. National Parks which are truly unique and absolutely mind-blowing. My favorite ones have been Yellowstone and Yosemite, and I tried to visit as many U.S. National Parks as I could.

What distinguishes FREDRIX canvas from the canvases you see around the world?

FREDRIX Canvas is superior to other canvases thanks to the combination of proven craftsmanship and technology used to manufacture our products right here in Georgia. When you think about how Europe dominated the art world for centuries and the long time it took for our American brand to establish itself across the globe, we are now setting the world standards for canvas quality and consistency. It is a great achievement that our team is – and should be – very proud of!

Tell us what you like about the trade shows you visit while representing Ecker Textiles.

I enjoy preparing for trade shows, as it is nice to brainstorm on how we will present ourselves and launch new products to partners and prospects. We have to think about what we will bring to the show to make it exciting. Then, we travel and set up the booth, with all the adrenaline (and jet lag!) that is involved. We get to meet so many people in one spot. It almost feels like speed-dating at times, but it is always a pleasure exchanging ideas face-to-face. We always have great conversations, and new opportunities arise at trade shows.

What challenges do you face selling FREDRIX canvases around the world?

I would say the main challenge I face is for people to realize that we only offer high quality products which carry a certain cost and cannot be compared to other, cheaper low-quality options out there. I often spend a lot of time explaining what the benefits are for our products and what the total cost of ownership means to our customers, who are sometimes tempted to try out cheaper alternatives.

I have to be quite diplomatic and listen to feedback in my meetings, as Americans can sometimes be perceived as being too pushy. I believe that having an international background helps me understand and adjust to different situations.

What makes it easy to sell FREDRIX canvases as you travel?

I would say that our history and experience in making the world’s best artist canvas since 1868, our expertise and consistency, and having so many famous artists and fine art printers using our canvases is something that people can always appreciate and relate to.

Making the effort to travel and meet people in their country is often greatly welcomed. It is more than just selling a product; it is establishing long-lasting relationships with partners. I like to think that I am offering solutions to my customers, so it is easy to invest all of my time and energy for the long-haul.

Tell us a fun story that you share with another FREDRIX / Ecker employee (past or present).

I have plenty of funny stories to share, but that would make a very long novel… I have been nicknamed “Monsieur Bean” by colleagues due to my rather clumsy actions, especially during trade shows when dropping or hitting things (or even people!) unintentionally, of course.

I have also had interesting experiences during my travel: from diverted planes, to plane engine failure over the Atlantic, countless lost and damaged luggage, plane delays and cancellations… Nevertheless, I always focus on the good things and manage to have fun along the way and to make the most of it.

Cultural differences and language misunderstandings are typically what creates funny/awkward situations, from trying out new foods or drinks to trying as best as you can to meet specific customs like handshakes, hugs, and kissing on the cheek in Europe or the Middle East versus bowing in Japan for instance.

What makes Ecker Textiles an interesting company to you?

Ecker Textiles is like a family, as we’ve all known each other well for so many years. I enjoy working with my colleagues, who also come from diverse backgrounds. I enjoy being able to participate in all our different company activities from product development and quality control to marketing with our team and being able to talk with anyone at any time. It is a very open-door culture, and I very much appreciate this. The fact that we are very focused and true experts in what we do is what motivates me the most.