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COMPANY NEWS
NeroForce Reflects on Two Years of Growth
It’s now two years since NeroForce, the Germany based manufacturer and distributor of retreading equipment and accessories, was established. In retrospect, founder and CEO Andreas Müller could not have picked a more challenging time to launch a new company.
Indeed, Müller
admits that the
sudden and
unexpected
arrival of the
Covid-19
pandemic
meant that
the company
has had to
focus on
activities with a
quicker ROI during
its launch phase, with more complex projects being temporarily postponed. Nonetheless, NeroForce has done well during its first two years of existence with a clear plan for expansion that includes adding a number of key equipment and accessory brands to its portfolio, expanding into overseas markets and diversifying into a variety of different end-user groups.
Those who have followed Müller’s career will know that he has extensive experience in the area of blades and carbides, a sector where there had been no innovations for many year. It is therefore no surprise to find that Müller knew exactly what parameters needed to be re-engineered to bring the
sector into the 21st century, and as a result, the company’s own brand of blades and carbides sits at the centre of the NeroForce business. Already, earlier this year, the company doubled its production capacity to meet demand.
“We cannot manufacture fast enough,” says Müller.
We are now extending our
carbide range with a view to achieving
continuous improvement. We also supply other high-quality
brands like Sabretooth and
Rubberhog, allowing us to offer the widest range
in industry. Our aim has always been to supply the industry not only with what it demands but what it deserves.”
Müller has spent a considerable amount of time over the past two years building relationships with the manufacturers of key equipment, accessory and consumables brands in the sector such as Robbins, Akarmak, Tech, Salvadori and the Italian brush maker SIT. According to Müller, the company is looking to continue its growth not only in retreading but in other areas too, which means the company will be continuing to expand and scale up its portfolio of products and brands.
A key part of this process has been NeroForce’s recent relocation to
new, larger premises in the industrial area of Ulm, a key strategic location straddling the junction between the east/west and north/south axes within Central Europe. Says Müller; “Most forwarding companies are located in this area, so we are able to count on excellent communications
possibilities.
Normally we
are able to
dispatch orders
from here within 24 hours of receipt of order. Our record is actually 40 minutes!”
As part of the process to improve service to key sectors, NeroForce has recently reorganized its business by application area. Previously the business was organised by product groups with a limitation to retreading and conveyor belts. Now, however, marketing is targeted at specific user groups such as workshops,
garages, tyre manufacturers etc and is also seeing an increase in business from DIY specialists and craftsmen, as well as the general public.
In terms of exports, NeroForce has already achieved significant success in the North American market,
where the company
works with HFS
Solutions, the
marketing consultancy
company managed by Hugo Sandberg, who can also boas significant experience in the retreading sector.
“Our blades are very well received by most American retreading companies,” said Müller. “We eventually plan to launch an official branch for the US and Canada, but for the moment we are taking things step by step.”
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