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10 | Roto Inside | 11.2014 Juan Miguel Miró, founder and general manager of Regicarp. The success and, in comparison with most competitors, the early positive sales trend came after an existentially threatening event and a bold strategy change. “Up until 2007 most of what we produced went to a single customer. When it decided to withdraw from the market, Regicarp had to respond. Between 2006 and 2010 sales fell by around 65 per cent”, Juan Miguel Cantó de- scribes the difficult situation he found when he arrived at Regicarp in 2010. A company reinvents itself The fact that the company was able to celebrate its 25th anniver- sary in 2014 is thanks to both the decisive actions of its founder, Juan Miguel Miró, who is still the managing partner, as well as the commitment of Juan Miguel Cantó. Originally, Regicarp exclusively developed and produced timber blinds. The company’s name stems from these first days. ‘Regicarp’ is an abbreviation of ‘Registros’ (controller/mechanisms) and ‘Carpenteria’ (carpentry). Later, production expanded to timber windows and doors. However, younger market participants today are more likely to be familiar with the name Replus. The company ‘reinvented’ itself under this brand in 2010. “The withdrawal of our most impor- tant customer forced us to rethink our entire product and sales concept and to win over new customers. Naturally, we could have engaged in ‘price-dumping’ and undercut competitors, but this would have been a destructive path, even in the medium term. Instead, we focussed on qualitatively high-value PVC products, the establishment of great customer service and a modern brand presence. The result is ‘Replus’ – a brand that now stands for PVC windows, with unmatched energy efficiency in Spain”, says Juan Miguel Cantó. The numbers speak for themselves: The negative sales trend was reversed in 2011; sales grew by around 25 per cent compared to the previous year – a more than positive devel- opment, which has since continued each year. Investments and the promotion of trust The Replus brand now stands for PVC and aluminium windows and doors as well as for window shutters, blinds, balustrades and mobile (glass) canopies, such as in winter gardens. The com- pany currently employs a staff of 38: six of which are in sales, seven in administration and 25 in production and the associated departments. But the brand’s stable market position did not just arise overnight. Investments and the constant promotion of trust amongst potential new customers was the focus of everyday activities. “Take product quality for example: it is based on newly established and extensive test management and quality manage- ment. Then you have innovations, such as the RE 70/PVC/300 window series with triple glazing, Tilt&Turn opening with central fixed mullion and an innovative foil coating that is permeable from the outside – which, incidentally, is one of our exhibition highlights at this year’s Veteco in Madrid.” This is also a sign of the new sales policy: the company first attended this leading international fair under the Replus brand in 2014. With impressive results: “First of all, it was nice to feel that the general mood in the industry was improving. And, secondly, we now feel that we have ‘arrived’. Customers demand quality Sustainable success with new brand power Regicarp to Replus ■■ PVC Aluminium Few European countries have been hit harder than Spain by the economic and European crisis in the past few years. The construction industry, in particular, has experienced a dark period. But there are now increasing signs that the trend is reversing and the market is slowly recovering. Regicarp from Cocentaina, north of Alicante, can be viewed as a pioneer of this positive development. There have been signs of growth in this area since 2011, as reported by sales manager Juan Miguel Cantó in discussions with Roto Inside. Juan Miguel Cantó arrived at Regicarp at a difficult period in 2010. Together with the general manager, Juan Miguel Miró, he successfully managed to change the business model. The three-piece screw-fitted solu- tion ‘Roto Solid S 120 ATB’ is used in heavily frequented, inward and outward opening aluminium doors up to 160 kilograms. The two-piece sister product ‘Roto Solid S 80 ATB’ provides the same performance package for aluminium doors up to 120 kilograms. Both door hinges provide maximum convenience in installation as well as in everyday use. They enable an easy 3D adjustment and the precise fitting of the door leaves. Preassembled assemblies and the new direct attachment without additional fixing components reduces the installation time. Another advantage of direct (screw)-fixing: No deformation Direct (screw)-fixing saves time in door production Roto Solid ATB door hinge system ■■ New at Roto The Roto Solid product range provides a wide and capable range of practically designed door hinges. High-quality materials, outstanding performance features and high durability create a solid connection between aluminium doors and frames as well as satisfied customers. of the profile walls. This means that the door hinge system is ideal for almost all established thermally insulated aluminium profiles with a thermal break. Security pins increase burglary inhibition for external hinges. And you don't have to make any compromises in the design. Both hinges are available in numerous powder-coated surfaces. High-quality, self-lubricating PVC regulator-sleeves guarantee freedom from maintenance. Both door hinges provide maximum convenience in instal- lation as well as in everyday use. Surface-mounted hinges enable an easy 3D adjustment and the precise fitting of the door leaves. High-quality, self-lubricating PVC regulator-sleeves guarantee free- dom from maintenance, while preassembled assemblies reduce installation times. The three-piece Roto Solid S 120 ATB surface-mounted hinge as well as its two-piece sister product, the Roto Solid S 80 ATB, ensure a solid connection between aluminium doors and frames. In particular, the new direct (screw)-fixing with two chamber walls and without additional fixing components has proven to be a key instal- lation advantage. && You can find further information on the Roto Solid surface-mounted hinges here: www.roto-frank.com/en/roto-solid-s that we can provide them with. Especially in the refurbishment sector, when replacing old with new, our window systems are valued by quality-conscious builders and architects.” But having ‘arrived’ does not in any way mean to Juan Miguel Cantó and his colleagues that they will be relaxing. The memory of the crisis years is still too raw. And they are too proud of the turnaround that they were able to achieve to give it up now due to a lack of commitment. For example, in March 2014 the new prod- uct range Elumatec mod. SLV 765 was introduced. In February 2015, an entirely new machining centre will commence operation, which will increase the daily production capacity to 250 window units and significantly reduce delivery times. Joint commitment to success From his office in Montmeló, Spain, Francesc Gimeno, Roto market manager for southern Europe, together with his team also manages the long-term Partner Regicarp/Replus and is happy to have been able to participate in the positive developments in the company. “Our Roto NT product range is an integral part of the Replus products and the company also consciously advertises with products ‘Made in Germany’, including on its own internet site. We are currently planning joint training events for Replus customers and considering how we can support the company’s marketing activities”, says Francesc Gimeno. Juan Miguel Cantó is also very positive about the cooperation with Roto: “Working together with just a single supplier requires a certain level of trust. But we know the people behind the Roto brand and are in constant discussion with them. Furthermore, Roto product quality is also outstanding and its delivery precision is impressive. If I had one remaining wish, it would be to develop a joint information brochure specifically for end customers with a focus on hardware and the additional benefits of more func- tions. Many private builders have no idea of the options available to them, for example, in the areas of security and design when upgrading windows and doors. If we could make them aware of these potentials and awaken these ‘desires’, that would just be great for me”, adds Juan Miguel Cantó with a smile.Regicarp currently employs a staff of 38 at its headquarters in Cocentaina, north of Alicante. A crowd-puller at this year’s Veteco in Madrid: the new RE 70/PVC/300 window series with triple glazing and an innovative, foil coating that is permeable from the outside. Their success confirms the bold decision for a radical change in strategy by the company founder Juan Miguel Canto.