Pfleiderer unveils new structure and market strategy
15 January 2013Panel products giant Pfleiderer, fresh from widescale restructuring, is to bring all activities and product brands under the Pfleiderer header brand.
The Germany-based manufacturer has also created a new sales structure and optimised brand range, with a focus on the furniture industry, specialist wood-based panel distributors and design-oriented project business.
The new corporate structure and market strategy was unveiled at BAU 2013 in Munich. Brands such as Duropal, wodego and Thermopal are being combined under the Pfleiderer header brand.
Pfleiderer said the its new fully integrated corporate structure replaced the former system of independent business units. Key features include a single range of products, combined sales operations, joint supply chain management, and a co-ordinated factory network where the five German plants cater for specific customer groups.
“Bringing products and services together under the Pfleiderer header brand will enable us to pool our experience and expertise, streamline work processes and greatly boost our efficiency,” said Pfleiderer spokesperson Rainer Zumholte.
Customers can benefit from a product range which combines decorative finishes and structures and streamlined communications which eliminates overlap between individual product lines.
Pfleiderer plans to invest €40m in its five German plants during 2013.
