Interview to Oriol Dark director of Girtena
In a global context of crisis, Girtena has fixed a clear positioning with regard to the of his competitors: with a production of high quality of his products, the utilisation of the last technologies and the sustainability. What objective have marked in the short term?
The main aims in the short term are to enter the mark Tenax in the Spanish market and consolidate the values by which the mark has achieved to be in the first positions of the sector in Italy from 1960: quality of product and service, innovation and sustainability.
His company bets by the production, basically, in the artificial sector of brico-gardening. Which type of customer has Girtena?
In spite of his youth, Girtena collaborates already with a big variety of customers in different channels of distribution: from independent shops of ironingingmongery to pertaining shops to chains or cooperative; garden centers; shops of industrial supplies, agricultural or of construction, chains of national field, etc. The customer of Girtena and, therefore, the customer of Tenax is demanding and bet by the good service and the quality of his products.
One of the values of the company find it in the production of plastic, 100% recyclable. It thinks that the current citizen is mentalizado to answer to the measures of preservation of the 'green planet'? Perhaps this was an only referent in the sector of brico-gardening...
The European citizen every time is more concienciado on the use of recyclable materials, although it still remains a lot of way for visiting. From Girtena think that this practice will go in peak and will help to that like this it was, offering products manufactured in recyclable plastic and that need a scarce consumption of power and water.
It seems that it was in it heaves the artificial line of products of brico-gardening. It could explain which tendencies exist, at present, in the market and his advantages in front of the natural range?
Thanks to a greater sophistication in his production and to the constant technical innovations to give answer to the exigencias that the distinct applications establish, the artificial products have experienced remarkable improvements until achieving reproduce faithfully the natural product and, on the other hand, improve even his provision or resistance. The artificial products, therefore, can substitute in occasions the natural product offering a very similar appearance, providing besides a greater durability. The consumer does not have often of the time that requires to keep the garden or the terrace and prefers the comfort that this type of products offer. It saves time and money. On the other hand, it is difficult to speak of tendencies in an economic cycle like which live without doing reference to the price. Also in this case the artificial products constitute an interesting alternative thanks to the saving in maintenance or even to his increasingly adjusted price.
In some countries of Europe has tendency to the ‘autoconstrucción' in sectors like gardening and bricolaje. Something to what seems that in Spain are not accustomed. To which level are our European neighbours in this sector?
The tendency to the ‘autoconstrucción' is in heave and is on line with other tendencies like the one of the urban or domestic crop. The economic and social cycle that live has associated behaviours of the consumer oriented to the saving or to prioritise the investments in the home. The Nordic countries have been the cradle of this type of tendencies that from does already some years have gone entering in Spain. In the last years, the economic crisis has accelerated even his peak. Although probably the Nordic countries follow a go past in the development of this type of habits of consumption, the situation in Spain has allowed to approach the distances.
The line of decoration in garden presented in the campaign of spring, offers better result in products of ocultación rústica or urban? It could indicate which is the product crashes of this section?
Tenax Has of big variety of products with double function: a practice, as it can be the one to hide, protect or cultivate and, on the other hand, a decorative, that allows to dress each corner.
Definitely the product crashes of the spring is the ‘Divy Puzzle'. A range of artificial fences componibles that stand out by his natural finishings of big realism that reproduce to perfection the boj, the cypresses, the geranium or the fotinia. They are light and practical, ideal to decorate quickly and of economic form.
What awards innovation to the product is his modular system, practical and versatile, that facilitates the installation. Manufactured with resistant materials to the rays UV, allow an external use and do not lose the colouring. Together with these, the range of artificial fences of Tenax offers a series of solutions to attain that the garden have the appearance wished; wilder, exotic or natural.
Like company distributor of plastics keep a narrow relation with the professional customer. It thinks that this type of customer can feel excluded in front of the offer focused to the final user?
No, since the range of product for brico-gardening Tenax offers solutions for all type of consumer: it has of products only for professional use that distribute in skilled establishments and other products for domestic use, that the final user can find in the usual establishments.
To finalise, Girtena surprises by a current design, in balance with a high quality of the product 100% recyclable, could advance with which line of products goes to surprise us in the next campaign?
Tenax Bets by products of decoration, ocultación and crop. In this sense has like aim go entering novelties in these categories that, besides, will be faithful to a philosophy of company prioritising always the quality, the innovation and the sustainability.
