This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at Entrevista a Joan Server, presidente ejecutivo y fundador de Rolser, S.A.

"At this moment we must resist and put more imagination than ever"

Interview with Joan Server, President Executive and founder of Rolser, S.A.

LAIA Banús02/05/2011

May 2, 2011

Joan Server Pérez (Pedreguer, Alicante, 1951), is the alma mater of rolser, S.A., company that, along with his parents and his two brothers Salvador and Paquibel, created more than 40 years ago. Joan has always been at the forefront of the company. Since in the 1970s began his career with a very modest factory of craft of natural fibers so far, in that as well as other facilities, he has a modern plant in Pedreguer of 21,000 square metres, where production is concentrated and from where they leave their products to more than 60 countries worldwide.

Master of Economics and business, has also other positions as the President of the Spanish Association of manufacturers of portable ladders, Afespo, promoter of the European Federation of manufacturers of ladders; He is also President of the Foundation Server i Pérez; Vice President and a founding member of the Institute of Economics and Enterprise Ignasi Villalonga; and member of the Board directive of the circle of entrepreneurs of the Marina Alta, Cedma.

In short, define their philosophy of company...

Our philosophy has always been bet on design, quality and innovation, leading us to be even more creative development of new fashion trends, more daring by our interest in getting into new markets and more breakers by our desire to find new uses and put an end to established schemas.

How a family company Alicante reaches the success it has now Rolser?

By stubbornness and perseverance. We started around 40 years focused on the production of shopping carts, making us pioneers in this field in our country. In the 1980s we acquire industries Sarrasqueta (Valencia) company specializing in the manufacture of staircases and subsequently bought the signature Sevilla stampings metal South (Regia), thus incorporating the manufacture of tables ironing our production, affirming our consolidation.

From the outside, it seems that Rolser is constantly launching new features. It responds to a business choice or a demand of the market?

A little of both. For Rolser first thing is to find models that adapt to the needs of the consumer, with a maximum quality, comfort and not forgetting the world of design.

"The first thing is to adapt to the needs of the consumer, with a maximum quality, convenience and not forgetting the world of design"

What role does r & d play in your company?

A very important role. Rolser has always been an innovative company for a world in constant evolution. Our r & d Department ever to investigate, offering to the market designs to the latest fashion that adapt to the needs of each.

' Parenting ' new patents have the unfortunate consequence of fraudulent copies. They recently issued a communiqué informing of his performance on the copy of the (patented) mechanism of the Dos+2 chassis. They are often problems with this? And what measures taken?

This happens regularly and inevitably, but it must not miss it. We must continue the fight to achieve this end; and the best way is always through judicial channels. Copying of our designs and patents is an infringement of our rights. We have to understand the effort involved creating new mechanisms, designing new concepts, invest in a brand so then let's see how with impunity copied us all those systems that have cost both to launch.

As a final example have appeared in some low-cost shops, ox-carts, branded Rolser, with the 's' inverted, almost exact copy with a very bad quality.

On the left, cart Rolser model Jean Marino and on the right, copy &quote;almost exact with a very bad quality&quote;

On the left, cart Rolser model Jean Marino and on the right, copy "almost exact with a very bad quality".

To what extent have noticed Asian competition?

Like other products, ours is very damaged, and more at the moment we are experiencing. We are always committed to quality and compliance with the standards, requirements that does not meet the Asian product. But we have full confidence in our clients. At this time there to resist and more imagination that never, and does not stop never fight against copies.

Some of their most important products are the shopping carts. At the end of 2009, when many shops opted to eliminate plastic bags, jumped the news that Rolser had significantly increased its sales of trolleys. How is the topic today? It was the fruit of the moment or are noticing a greater use of the shopping cart?

Fortunately, we currently follow a standardized rate of sale for what is the daily life of our company. If that is true that at that time we had an impressive 'boom'. This was in the second half of 2009. But luckily we never noticed less use of the shopping cart.

What are the most common distribution channels to market their products?

They have traditionally been the hardware stores, supermarkets, although other types of stores, which in turn have also evolved into other types of products have now come together.

"We always try to respond to all the demands that distribution poses"

They have many colors and forms. Users ask for current design and functionality?

The main base is, for us to create products with a good design, quality and easy to adapt to the needs of every day. The day not that is not complied with this basis, will not longer be Rolser. And our users know this. We always try to respond to all the demands that distribution poses.

And we even saw that they collaborated with Swarovski...

Yes, in one of our designs, model Joia, we use Swarovski crystals, and in the middle of year we were called to take part in the exhibition Swarovski Boulevard in the Court English of la Castellana in Madrid, organised by Swarovski. It was funny to see our cars next to products such as Shakira, costumes for Madonna on guitar, or be close to brands such as Tous, Dolce & Gabbana, Farrutx, Roberto Verino, etc. It was a detail Swarovski to think about us for such an event.

The Joia model, with Swarovski crystals, formed part of the Swarovski Boulevard exhibition organized by the brand of jewelry in the Court English of la Castellana in Madrid last January.

Lately they have been granted the award for the best product at the fair in Chicago International Home Housewares Show 2011, attended with a striking stand. Tell us a little more about this experience...

We are very happy of the outcome and acceptance that we're getting different international fairs, where we exhibit; Environment (Frankfurt) Gift Fair (Brazil) and International Home Housewares Show (Chicago), which gave us the award for the best product, by the Logic Tour Pack, which is a car with folding chassis, with 360 ° casters and a piece that conforms to the shopping cart.

And certainly in these fairs we commended for stand, designed directly in the design department internal Rolser, directed by Isabel Server.

How do you value international awards like this?

To us personally, cause us move forward, inject us adrenaline, to continue creating new designs, and surprise our customers with something better and better.

They export much? In which countries are most successful?

We are increasing our international sales. This growth has been a good pace; We are present in more and more countries, such as France, Germany (in stores as Spar or Real), Japan, England (Lakeland), Belgium, Slovenia, Australia, Morocco, Korea, Singapore, Russia, China, New York, Chicago, among others... When we were at the fair in Chicago, we were surprised to see our cars in the most important chains of USA, such as Crate and Barrel and The Container Store.

Striking Rolser booth at the trade fair environment in Frankfurt, the work of the Department's internal design directed by Isabel Server.

"When we were in the Chicago fair we were surprised to see our cars in the most important chains of USA"

In addition to shopping carts, Rolser is manufacturer of ironing centres, ladders and stools. Could we have some of the latest news that their brand has launched in these products?

In the field of stairs, would emphasize the stool M3, with the new range of four colours: black, mauve, lime and Tangerine. In addition, it has insurance, which is part of the various properties to ensure compliance with the regulation UNE-EN 14183: 2004, which makes us to be pioneers in the certification of this producer.

New range of four colours - black, mauve, lime and Tangerine - of the stool M3.

In ironing centres, the K-22 in the range of ironing centres, is characterized by its affordable price and have an unquestionable quality. By now, manufacture you in plain colors: lime, red, 'more' black and white.

Also has perforated table of one special piece steam, support with metal microparticles resistant to high temperatures, 11 positions with automatic regulation and safety interlock. Tube feet for maximum stability. It should be noted, that this product has very good reputation in a country as demanding as it is Germany.

Ironing K-22 colour centres 'more'.

And as for carts, does highlight what novelty?

In cars we have just presented one of our latest technological advances. The new 'Pack Logic Tour' that incorporates in its design and innovative system of casters that can address the cart with even more comfort and precision, while taking the piece that adapts our cart to the shopping cart.

This model of chassis is on the market with all our prints, but importantly, the 'Glory', in 8 vibrant colours and accompanied by her shopping bag, which is a reflection of the elegance of forms pure and clean, faithful reproduction of ornamental details of the main dome of the Church of Santa Creu in Pedreguer, 18th century.

We have left us captivated by this wonderful ornamental and we have led to one of our new products the essence, the calm eye of a few angels who preside over des height with their unique and privileged view.

Main dome of the Church of Santa Creu in Pedreguer, of the 18th century, which has inspired the printing of the 'Glory' model (to the left shows of the tissue in mauve and the car in lima).