Developing to suit changing times

GMP’s expertise in engineering rotary ironers has allowed it to build a sound reputation both in Europe and beyond.

Its ES ironer, introduced in 1994, became its best-selling rotary ironer, but the company has always seen the need to develop and expand in terms of product ranges, markets and market sectors.

The ES ironer laid the foundations for two ironer families – the E-Line, and the G-Line, the latter being a series of larger drying ironers.

The company has also broadened its appeal by additionally marketing a collection of commercial and industrial washers and dryers under the Airon brand to complement the GMP branded ironers. The range featured strongly at Expo Detergo in 2006.

“We introduced Airon in Italy to establish the brand, but it was always our intention to export,” says managing director Rudi Giaon.

He explains that the ability to offer a range of washers and dryers from 6 – 90kg has allowed distributors to increase their sales for GMP.

At present, the Airon range is sold mainly in Europe because of the exchange rate.

Development is always carefully planned. According to Rudi Giaon, the ES ironer represented a concept. It was introduced at exactly the right time.

However, markets change and now there is tremendous demand for energy savings.

The two ironer families, built to the same technical parameters but incorporating further improvements, have been an answer to such changes.

From Texcare 2004 onwards there has been a gradual shift towards the G-Line, which is designed for larger hotel and industrial laundries.

Giaon says that for the past four years he has been working towards meeting the need for larger machinery and for adapting his factory and workforce structure to produce these. “But you have to have a basis for such plans,” he points out.

A second factory was opened in May 2007 and this is used for engineering components, allowing the original plant to be devoted to assembly. A 500mm drying ironer series is joining the G-line family. It will be introduced from December 2008 onwards and covers 2.1m, 2.6m and 3.2m lengths.

To complement these 500mm drying ironers, the company is planning a feeder and folder option, with the folder providing both primary and cross folds. This modular package will be introduced in the second half of 2009 and this introduction will take the company into more market sectors, says Giaon.

He continues: “I always design a product so that it is easy to maintain, and so that its structure will allow further optional devices to be added.”

He says that GMP’s aim is that the markets should sell large volumes, but the economic situation makes it difficult for them to do this.

“We have the right prices, the right quality and access to distributors and that used to be enough,” he says.

These developments will help sales and strengthen the company’s position with its distributors.

Asked about its international markets, Giaon says that at the moment GMP has a consolidated base in Central Europe, and the European Union.

It is also moving into emerging markets such as Russia and the Ukraine. These countries have changed and now have distributors that are capable of building a brand, says Giaon. They are more professional in their approach and have the technical back-up necessary.

GMP is building up a good relationship with these distributors.

The company is also establishing a presence beyond Europe.

It has been represented in South Africa since 1993.

It also sells to the Middle East, in particular the Emirates and Saudi where investment in building hotels is increasing.

Even the Arab markets are affected by Euro rate, says Giaon, but once the quality is good and the ratio between price and quality is right, the additional overheads are accepted.

GMP is clearly well placed for future long term development, but Giaon stresses that with any project, the right structure must be in place before it is launched.