Carpentry: top start for sales of the new Swao range
Batirama.com 03/26/20140
Swao arrives on the market in direct sale with a new range of windows but also entrance doors in synergy with the specialists of the group Bel'm and Zilten.
Swao is a new brand of PVC and aluminum windows and wood, steel, PVC and aluminum entrance doors. Born from the takeover in 2011 of the PAB and MTN companies by the CETIH group, Swao strategically opted from the outset for a direct distribution method to professionals (craftsmen, cooperatives, Cmists, etc.).
Hence a large sales force already made up of two sales directors and 19 technical sales representatives currently spread over 2/3 of the territory. The team, led by Eric Chalançon, commercial director of the CETIH group, should gradually expand, particularly in the South-West where Swao is not present for the time being.
“Our line of development has been built around a key word: proximity,” confides Eric Chalançon. It will be technical with a customer service before and after sales, made up of a reactive and expert team of 20 sedentary technicians, commercial with the sales forces in the field and also logistics since we have integrated this service with a fleet which already has 8 trucks in the colors of Swao. »
Thanks in particular to the proximity, Swao intends to gain market share, particularly in the aluminum range. "We want to go from 40 million euros (represented by the combined turnover of MTN and PAB in 2012) to 60 million euros for Swao by 2020, and increase our production of aluminum joinery by 38% from this year", specifies Eric Chalançon. Ambitious ? Certainly, but Swao has acquired many assets to give itself the means to achieve its objectives.
Big money for ambitious goals
“We are able to respond to complex requests by tailoring all our products,” says Isabelle Saxer, marketing and communication project manager. Renovation represents 50% of our sales. We will not impose bad compromises on our clients by offering them standard carpentry on existing masonry. »
The new aluminum joinery with discreet opening (registered trademark) developed with Kawneer is already attracting professional customers thanks to its compromise between the "visible" and the "hidden" in particular the concealment of the joints, just like the Bellis PVC door equipped with adapted aluminum moldings to the renovation of the bourgeois houses of the years 1900-1930.
Swao has also switched all its profiles to the same manufacturer to offer more colors throughout its range, in particular the “stone” tone requested by the ABF for renovations of joinery on freestone.
Another major asset, Swao has the ability to deliver a complete project at once with a complete offer ranging from windows to the entrance door, including the gate, the fence and even the garage door, all with the same design. Cmists will love it!
Source: batirama.com / Céline Jappé
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An integrated AEV test laboratory
It is Damien Lefort who manages the AEV (Air-Water-Vent) test laboratory at the Saint-Macaire-en-Mauge (49) plant. “On the new PVC range, we have gone from level 3 to level 4 in terms of airtightness.
Our test bench can go so far as to reproduce winds of more than 200 km per hour. » Today, the PVC ranges display the following certified performances A4 E7A VA3. The request for certification of aluminum joinery is planned with the CSTB.
