Interview to Javier Urraburu, commercial director of Svelt
11 October 2011
Svelt Finishes to launch until 5 novelties for this autumn. What would stand out more than them?
In Svelt all the years develop new products, the market now more than ever is needed of new ideas. The qualities of all they are entirely distinct, from the Selecstep, that is some telescopic stairs of half range very new since it incorporates platform so that the operario work very comfortable, until the target andamio semiprofesional, that can transform in two stairs of two stretches. Tempo Advance by his part is an andamio entirely of fibre/fiber of glass very professional and the Skate, a curious and simple accessory thought so that the stairs do not glide when the operario works on surfaces no regular. To finalise/finalize, the Magnum Plus, a small andamio of bricolaje very economic and of big resistance.
It treats of functional elements that do not forget the design. The world of the stairs is in constant innovation in this sense?
Think that sure enough the stairs and the andamios mobile have to be products very functional, but is like this, the user detects it quickly and refuses it. The design is an active fundamental in any new product as well as in the ‘restiling' of the products that carry long in the catalogue. For Svelt the design is fundamental, before launching any product, studies a lot this point so that at the same time of functional the user seats to taste with the product, even result him appeal, because no.
Nowadays, which could say that they are his more sued products?
The market has changed a lot and of fast form, now ask products multifuncionales that serve to realise/realize different works and besides that they are very competitive of price.
Speaking a bit more than the market of the stairs in general, this has struggled a lot by the quality and the homologation of the products. How it is now this situation?
Is a bit stagnated. The current economic situation does not help to that these values of quality, certification and homologation are the priority of the user to the hour to purchase this product.
In this sense, the professionals demand this quality?
The quality always values but the current moment demands more price. The professionals are those that more appreciate the innovation and the extra measures of security that contribute some manufacturers of stairs. Svelt Feels in this very appreciated sense by the professional customer.
There are differences between the Spanish market and the foreigner?
The national market of stairs has descended a lot in the last years, goes very tied to the construction and this has suffered a collapse and the sales of stairs also.
The demand of product very economic does that the imports of Asian countries have increased a lot these years, but the volatility of the markets does that the prices fluctuate a lot of a request to another and this is something that the customers do not understand.
The international market think that is in a very similar situation to the Spanish, the globalisation/globalization is what has. To European level the situation is quite similar, the market is saturated. It is necessary to treat to export to emergent countries, but this work can not realise/realize overnight.
To finish, which strategies pose for 2012?
Svelt Like next dynamic company to celebrate his 50 anniversary in 2014, can not more than looking forward with optimism. We have a lot of customers that have given us his confidence in these years and that value our effort for presenting new products, by innovar, for looking for the form to be competitive without despising the security that is and will be the base of our philosophy of company.
