Angel Paints plans factory to perform in new segment

The manufacturer plans to double your Inks Angel catarinense billing in ten years. Competing with global giants like Basf, AkzoNobel and Sherwin-Williams (housewives of the Suvinil, Coral marks and Colours), the traditional automotive coatings industry invests in the real estate segment-in which must perform a big launch this year.
After investing in a factory of resins, the President of the company, Philip Colombo, revealed first-hand to the DCI already studying a new production unit for 2015, aimed at the beautification and protection segment of industrial surfaces. Philip assumed the Presidency of the company in July 2013, succeeding his father, Bob Colombo, with the Mission of raising in 122% the company's revenue over the next decade. "We will enter into new product lines, which are under study and should be defined in the first half of 2015", said the Executive.
"We want to meet new customers. Something more focused to the B2B [business-to-business, expression in English for corporate market], meet industries, in the segment of beautification and protection of surfaces. A line different from that we have today, so as not to conflict with our customers ", says the President.
The new segment should require a new factory. "The project is to build a factory, but as long as she's not ready, we will use the current idle capacity", explains. The new plant will start to be built this year to produce in 2015, with investment estimated at about $ 16 million, a figure that should be funded.
If investment will aggregate the sum of $ 8 million in a new unit of resins, which will begin production in May. "The factory of resins will give competitiveness and gain in terms of product development, because we will be able to adapt the input to our need," he says.
Located in Criciúma (SC), the new plant, which began to be built in August 2013, must meet up to 70% of the resins industry demand and reduce production costs. The Angel Paints currently has four factories-three of them in Criciúma and one in Morro da Fumaça-and three distribution centers, in Pernambuco, Goiás and São Paulo, employing 320 people.
In the year that ended, the company calculates have grown 18% in turnover, reaching R $ 360 million, and 14% in volume. "It was a fantastic year," says Columbus. The automotive segment, flagship of the company, representing 40% of the revenue grew 5% in volume. Already the industrial and printing divisions grew 11% and 16%, respectively, in 2013. The real estate, the company bet, with 20% of billing, advanced 37% by volume.
"This year we decided to focus our efforts on real estate, ink segment representing about 80% of the Brazilian market. Even being very new in this area, in which we entered five years ago, she already represents 20% of our business and we believe that is the main market that will subsidize the growth that the company needs for years to come, "he says.
Thus, Colombo designs that the thread should come to represent 40% of even company's revenue in ten years. "The angel comes as a new option in the premium segment, competing with Suvinil, Coral and Sherwin-Williams," he explains.
To enlarge your space in the civil construction market in 2014, the company plans to launch a new product. "Already approved in the laboratory, under field testing. Is a product that will revolutionize the market. Does not exist in the world and will be patented by Angel, "says Columbus. The release should be done for Feicon Batimat fair, which takes place from 18 to 22 March at the Anhembi in Sao Paulo. This year, the Angel Paints hopes to achieve revenues of $ 409 million, up 13%.
Outlook the forecast of manufacturer is well above the industry projections. Although a 2013 under the expectation, the Brazilian Association of manufacturers of paints (Abrafati) believes in good prospects for 2014. "We have a great confidence about the future of the sector, with the public housing sector incentives, the progress of infrastructure projects and investments in new factories by the automotive industry", says the CEO of Abrafati, Dilson Ferreira.
Also the World Cup and elections should encourage the consumption of paints, believes the Executive, who expects a better performance for the sector in the year, than the registered in 2013. "The Government is more optimistic about the capacity for growth in the year. If the GDP grow between 3% and 3.5%, we will grow between 3.5% and 4.5% in volume, "he predicts.
Last year, although the result is not closed, Fernandez estimates growth between 2% and 2.5% in volume. "We were disappointed. We had a weak first half, recovered in the second and should close the year with growth similar to the GDP, "he says. The actual billing in 2013 should grow about 10%, reflecting the pass-through of cost of raw materials, dolarizadas.