ePaper-08-19-Western-Europe

SPECIAL WESTERN EUROPE BUSINESS IN FRANCE 04 & MORE 19 06 08 EMMEVI Srl How to excel in a ‘simple’ product Arben Bora, President of Auxiga Group International Olivier Martzel, Managing Director of Gaïatrend SARL Eric Remisz, Managing Director, and Stéphane Bonnardin, Deputy Managing Director of Maguin SAS BUSINESS IN BELGIUM 09 10 12 Jonathan Beckers, CEO of Intys HR S.A. Frank van der Meer, Site Leader and Laurent Vermeire, Global Key Customer Manager at Dow Silicones Belgium sprl Lokman Sever, CEO of Noordco Group BUSINESS IN THE NETHERLANDS 14 16 18 Ab Benay, CEO and Owner of Cresta International B.V. Bas van Wijngaarden, CFO of SushiPoint B.V. Marco van Naarden, Country Lead and Head of Sales Benelux at Cathay Pacific Airways Limited 3 www.european-business.com IMPRINT Publisher: International Business Verlag GmbH Address: Landersumer Weg 40 48431 Rheine Germany Phone: +49 5971 92161-0 Fax: +49 5971 92161-854 info@european-business.com www.european-business.com Editor-in-chief: M. J. Brinkmann N A E P O R U E business

Interview with Arben Bora, President of Auxiga Group International Taking stock of cash flow 2 1 3 7 1 3 0 7 # k c o t s e b o d A © More than just bean counters: Auxiga provides a much-needed service to en- sure solvency for small businesses Cash flow problems are one of the biggest threats to solvency that small and medium-sized companies face. When a company’s capital is tied up in stock or assets that will not be realized until a point in the distant future, it can threaten the company’s ability to cover im- mediate day-to-day outgoings or vital investment. Auxiga Group In- ternational makes it possible for companies to put up these assets as collateral against bank loans that protect their solvency until a profit can be realized. Auxiga Group International 94bis Avenue de Suffren 75015 Paris France  +33 1 47704246  +33 1 47703338  auxiga@auxiga.com  www.auxiga.com “Our customers are predominantly market price for their produce will ally called in by the bank in such the lifetime of the loan. “It doesn’t small and medium-sized busi- be when it is finally time to sell. We cases to audit the asset, in this matter what the asset is,” explains nesses that require regular loans provide the means to tide them case the quantity of wine, against Mr. Bora. “What is important to keep their day-to-day busi- over until then.” which the bank will issue a loan. is that the asset remains in the ness dealings afloat,” describes It is also Auxiga’s job to monitor possession of the loan recipient. President Arben Bora. “A typical A good example is the wine in- the asset continuously throughout That is why we visit customers customer sector is agriculture, in dustry. A barrel of wine that is laid which there is a significant delay down today will not be ready to sell between investment and return. for at least five years. For the wine- Farmers can never predict with grower, it represents an asset that complete confidence how large he cannot yet realize to fund his the harvest will be or how high the ongoing activities. Auxiga is usu- N A E P O R U E business Our customers are predominantly small and medium-sized businesses that require regular loans to keep their day-to- day business dealings afloat. www.european-business.com 4

The agricultural sector frequently turns to Auxiga to secure loans against long-term assets Our target is to be more than just bean coun- ters. We have operated in this sector for such a long time that we have the expertise to provide advice that goes beyond the numbers. at the peak periods of Easter and Christmas although they manufac- ture steadily throughout the year. An exception is automotive manu- facturers on whose behalf we carry out floor checks.” Many of Auxiga’s customers make regular use of its service, and some have been clients for over 30 years. These are usually short-term projects that last for six months, after which another six-month contract is signed. Over the years, Auxiga’s customer base has expanded beyond banks to include other credit institutes such as leasing companies, private equity companies and invest- ment funds. Its focus nevertheless remains on the French-speaking parts of Europe, currently France, Belgium and Luxembourg. “We operate in a specialist niche that regularly, and thereby get to know most recent addition to the group experience. “When we visit clients is not particularly widely known,” them and their businesses very was the acquisition of Eurogage to check on assets, it is mainly says Mr. Bora. “That is something well.” It is this expertise that has this year. a question of taking inventory,” we want to change in the future.” allowed Auxiga to grow strongly in outlines Mr. Bora. “However, in the Other plans for the future of the recent years. Today, Auxiga Group International future our target is to be more than group include expanding its floor employs 170 people across its just bean counters. We have oper- check activities geographically. The company was originally found- five subsidiaries. Most are active ated in this sector for such a long “Many of the car manufacturers ed as Warrant Group in Belgium in France, with just 15 employees time that we have the expertise to we work with have dealers across in 1919. It set up a subsidiary in covering the Belgian market. “We provide advice that goes beyond Europe,” Mr. Bora adds. “Our goal France called Auxiga. However, are a service company and need to the numbers. We know certain in- is to provide the same service for this company grew faster than the be close to our customers to carry dustry sectors very well indeed.” all of their affiliated dealers, which- Belgian parent, which is why the out our work,” notes Mr. Bora. ever country they operate in.” An- group headquarters are now in “Our company hierarchy is very Auxiga generates 80% of its turn- other target is to increase the cus- Paris. Today, the company is or- decentralized and involves almost over in just eight industry sectors. tomer portfolio. Auxiga currently ganized as a group of five compa- continuous customer contact to These cover commerce and dis- has around 2,300 customers. The nies, of which Auxiga Group Inter- guarantee the best service.” tribution, retail, wine and spirits, overwhelming majority are SMEs national is the parent. In addition the food industry (specifically ham with a turnover of between one and to Warrant in Belgium and Auxiga Auxiga’s core activity is asset and cheese), and the automotive five million EUR. “We want to ex- in France, the group also includes pledge and asset monitoring. Here, sector. “Our customers are often pand our activities to much larger Sofigarant, which was acquired in it is not the value of the asset that active in sectors with a seasonal companies in the future and will be 2014, and Auxicontrol, which was is assessed but the quantity. Nev- component,” says Mr. Bora. “For targeting companies with annual set up in 2008 to monitor stocks ertheless, Auxiga does act in an example, chocolate manufactur- turnover in the region of 50 million in the automotive industry. The advisory capacity on the basis of its ers generate most of their turnover EUR,” Mr. Bora concludes. 5 www.european-business.com N A E P O R U E business

Interview with Olivier Martzel, Managing Director of Gaïatrend SARL Vaping the way to a smoke-free future The rise of e-cigarettes or ‘vaping’ is to be wel- comed as studies have shown that the risks of consuming nicotine by inhaling vapours pro- duced by an e-cigarette are much lower than those associated with inhaling the smoke pro- duced by burning tobacco. It was the desire to wean his two sons off smoking that encouraged Didier Martzel to begin his research into e-cig- arettes in 2005 and register his first patent for a ‘cigarette substitute’ during that year. Three years were necessary to set up Gaïatrend’s foundation, followed by the launch of its first e-liquid brand named Alfaliquid in 2010, under the aegis of his eldest son, Olivier. Xavier Martzel leads the development of all the Alfaliquid recipes “My father was determined to stop concentrations right down to zero co, our e-liquids contain only four In 2018, Gaïatrend obtained the me and my brother from smok- nicotine content.” ingredients, three out of the four HACCP (Hazard Analysis Criti- ing,” recalls Managing Director are pharma-grade (vegetable glyc- cal Control Point) as well as the Olivier Martzel. “In that, and in Less than six years after launching erine, propylene-glycol and nico- AFNOR e-liquid Certification. All the development of the business, Alfaliquid, Gaïatrend had already tine), and will remain so all along the processes implemented ena- he has been doubly successful.” risen to a position of pre-eminence the production process, while the bled the company to be selected Didier Martzel was lucky that his in the vaping market in France. To aromatic components are certified by an independent medical Com- background in electronics left this day, the company continues as food-grade flavourings. mitee as the official e-liquid sup- him ideally positioned to find an to strengthen its international posi- plier for two major clinical studies alternative to a habit that kills one tion. “At the very beginning, China The person responsible for develop- on vaping currently in progress in in two of those who take it up. was the only e-liquid supplier in ing all of the flavours in the portfolio France and in Switzerland. “Everyone agrees that smoking is the world. Producing in France is Mr. Martzel’s younger brother Xa- harmful and that nicotine is ad- would allow us to get full control vier. His background is in chemistry, Vaping Alfaliquid e-liquids is a What e-cigarettes do is allow people to enjoy the nicotine hit safely while giving them a way to reduce their dependence. with additional training as an aroma much safer alternative to deliver specialist. A key point is that Xavier nicotine than smoking. “It is the does not mix flavours as most of the smoke that is inhaled when burn- manufacturers in the market usu- ing tobacco that is dangerous,” ally do, but conceives the aromas insists Mr. Martzel. “E-cigarettes dictive,” says Mr. Martzel. “What of our e-liquids, from their con- directly by assembling molecular provide a similar experience to e-cigarettes do is allow people to ception to their production, while components, which enables a smoking but with much reduced get the nicotine hit safely while giv- offering higher safety and trace- higher safety level for consumers. risk to health.” Studies have ing them a way to reduce their de- ability,” says Mr. Martzel. “Unlike Furthermore, Gaïatrend guarantees backed this claim up and e- pendence. Therefore, our e-liquids cigarettes, which contain a host of that its e-liquids do not contain dia- cigarettes are seen as an approved are available in a range of nicotine harmful chemicals besides tobac- cetyl, parabens or Ambrox. way of helping smokers quit. “One N A E P O R U E business www.european-business.com 6

Our Alfaliquid e-liquids offer an extremely wide range of aromas and flavours to choose from, from pungent to fruity and from fresh to herbal. Gaïatrend’s production site and offices in Rohrbach-lès-Bitche (Moselle, East of France) good way of measuring the ef- ent flavours in the portfolio,” says fect of smoking on the body is to Mr. Martzel. “Although most new measure the amount of carbon vapers start with tobacco or fresh/ monoxide in the blood,” explains mint flavours, our Alfaliquid e- Mr. Martzel. “Smokers typically liquids offer an extremely wide have higher concentrations of range of flavours to choose from. Gaïatrend SARL 10 Route de Strasbourg 57410 Rohrbach-lès-Bitche France  +33 3 87028567  +33 3 87097948  contact@gaiatrend.fr  www.gaiatrend.fr with the Feelm technology. Feelm is a revolutionary technology which combines a Metal Film with a Ce- ramic Conductor, for an optimized vaping experience. “This is the next big step for us,” concludes carbon monoxide in their blood. From pungent to fruity, from single digit growth. As first mover in Mr. Martzel. Carbon monoxide attaches to red flavours to more complex recipes, the French e-liquids market, the blood cells and impedes their abil- there is something to suit every Alfaliquid brand enjoys a leader- ity to transport oxygen around the taste.” Gaïatrend’s e-liquids are ship position. Its products are now body. However, the rate of carbon targeted at adult smokers. “There also sold in 25 other countries, monoxide is substantially lowered are not the same restrictions on although foreign sales only ac- after just a week of abstinence the sale of e-liquids for vaping as count for 10% of turnover. “There from smoking. By switching to there are for tobacco products, as is a great deal of potential still to be e-cigarettes, this benefit can be long as the customer is an adult, exploited in foreign markets. The permanent.” however we position our products European vaping business is still in for sale in specialized shops that its early stages but has the poten- The advantage of vaping as a way can provide the necessary help tial to become a multibillion-euro of quitting smoking over other and advice to new vapers as well market in just a few years’ time,” forms of nicotine delivery is that as returning customers,” says Mr. foresees Mr. Martzel. After several the act of vaping mimics quite Martzel. closely that of smoking. Vaping, months of research and develop- ment, Gaïatrend has just launched however, has much more to offer. Since its start, the company a brand new vaping device named “We have more than 100 differ- has recorded a yearly double- Alfapod, a prefilled pod system 7 www.european-business.com Alfaliquid e-liquids are available in more than 100 different flavours N A E P O R U E business

Interview with Eric Remisz, Managing Director, and Stéphane Bonnardin, Deputy Managing Director of Maguin SAS Casting the net wider Although sugar consumption still remains at a high level worldwide, the recent changes to regulations in the sugar market have put it in crisis. Within this context, industrial sugar production machinery specialist Maguin SAS in France is currently looking to reposition itself in new markets. With 175 years of experience in steel construction, it has much to offer new customers. common thread – our strong core similar opportunities points out Mr. competence in industrial produc- Remisz, whose own previous ex- tion. These are eminently transfer- perience was in the energy sector. able skills.” “We want to establish ourselves with good reference projects in Maguin is already well down the these areas,” he says. “That is why path to diversification. It is current- we only bid for projects that offer ly preparing a tender for a metha- us an opportunity to show what we nation plant in partnership with are capable of doing. We want to three companies specialized in this position ourselves at the upper end area. “Our partners are involved of the market and offer superior in the development while we bring quality and technology.” A large-scale fermentation drum being built at Maguin’s production site in Charmes and destined for a public waste treatment plant. our expertise in construction to the table,” explains Deputy Manag- ing Director Stéphane Bonnardin. Over the course of the past 175 traditional markets, we are not as “Our partners know the customers years, Maguin has amassed an well known as we could be.” Ac- and can advise on financing. In unparalleled store of experience cording to Maguin’s new strategy, this way, we are able to offer them in the design, manufacture, de- that is about to change. “We have a full service with a single point of livery, assembly, installation and identified opportunities in the food contact.” Potential customers for handover of industrial plant and industry, in methanation for the this particular product are farmers, equipment of all sizes. Tradition- waste processing industry, onshore many of whom are interested in ally active in the sugar, fertilizers and environmental sectors, it is now casting its net more widely and looking to win customers in new markets. “Maguin has an out- standing reputation for quality in its We have wide-ranging expertise in the construction of large- scale industrial plant and are now looking to transfer these skills to other industry sectors. traditional areas of expertise,” says and offshore wind power, oil and energy generation from biomass as Managing Director Eric Remisz. gas exploration and production, a complementary activity. The pro- “Our key advantage is that we paper and wood production, quar- ject is also attractive to industrial are fully vertically integrated and rying, steel production and the customers or municipal planners can offer a turnkey service with cement industry. This may sound as a way of disposing of waste delivery and installation anywhere like a hotchpotch of different sec- products in an ecological manner. in the world. However, outside our tors but they are all bound by a The offshore wind sector offers N A E P O R U E business Maguin SAS Rue Pierre Sémard 2 02800 Charmes France  +33 3 23566300  +33 3 23566305  maguin@maguin.com  www.maguin.com www.european-business.com 8

Interview with Jonathan Beckers, CEO of Intys HR S.A. Skills and personality for success The need for good people is higher than ever before. They are the basis for the success of a company. For this reason, human resources has become an important part of the strategy of every successful business. Intys HR S.A. based in Brussels is an HR specialist focusing on operational consulting and people development. career development programs. “Our HR specialists always have a direct contact person at Intys HR who monitors their career and provides assistance and support,” says the CEO. “All our people are passionate about what they do and are dedicated to delivering good results. That is what really differentiates us from our competi- tors. Each person is unique and has special skills. We try to focus on individualities and specificities of people to unlock their potential and their talents, and support our clients in the best possible way.” CEO Jonathan Beckers has been working in consulting for many years Intys HR’s team is passionate about what they do and is dedicated to delivering good results for clients Intys HR has a unique approach, It stands as a symbol for light and experienced consultants who are With this strategy, Intys HR has translating HR into business ben- warmth, which enable develop- able to solve complex HR prob- been very successful throughout efits: “The value of an employee ment. “Our aim is to create a lems. In a hands-on approach, Belgium and abroad, and wants to not only depends on his com- favourable and nurturing environ- they are staffed into the compa- grow further in the future. petences and skills, but also on his personality,” points out CEO Jonathan Beckers. “That is why we have developed our own method for choosing the right people ac- The value of an employee not only depends on his competences and skills, but also on his personality. cording to their interpersonal skills. ment, enabling personal develop- nies for three to nine months as We also let our talents grow, get ment and leading to combined HR officers, managers or busi- inspired and help them make the personal and corporate success,” ness partners, working on HR right choices for the future.” explains Mr. Beckers. “Ongoing projects, talent acquisition and development is very important for talent management. The people Intys HR was founded by Michel us. Our staff is constantly reflecting development division provides Van Hemele and Eugenie Nijhuis and is curious about taking on new individual development, collec- in 2010 to offer an HR solution for approaches.” tive development and strategic middle management. The name development for its own staff as was chosen in relation to Inti, the In its operational consulting divi- well as for clients, such as training god of the sun of the Inca empire. sion, the company offers highly sessions, assessment centers and 9 www.european-business.com Intys HR S.A. Avenue de Tervuerenlaan, 270 1150 Brussels Belgium  +32 2 7619494  hello@intyshr.eu  www.intyshr.eu N A E P O R U E business

Interview with Frank van der Meer, Site Leader and Laurent Vermeire, Global Key Customer Manager at Dow Silicones Belgium sprl Silicones as problem solvers Dow combines one of the broadest technol- ogy sets in the industry with asset integra- tion, focused innovation and global scale to achieve profitable growth and become the most innovative, customer-centric, inclusive and sustainable materials science company. Dow’s portfolio of performance materials, in- dustrial intermediates and plastics business- es delivers a broad range of differentiated science-based products and solutions for its customers in high-growth segments, such as packaging, infrastructure and consumer care. The group’s subsidiary Dow Silicones Belgium SPRL specializes in silicones. The multipur- pose material is used in adhesives, deter- gents, sealants, high-performance building applications and cosmetic emulsions. The Inspirationstudio in Seneffe serves as a platform to collaborate with customers on new product solutions Dow Silicones Belgium is part of such as automotive, construction, with the group’s Dow Consumer Solutions, which consumer products, electronics, European head is one of the six DOW business energy, infrastructure, packaging office in Horgen, units in the EMEAI region – with and water. Switzerland.” a total of 38 production facilities. Headquartered in the USA, Dow is “Our plant in Belgium has existed The Dow plant in one of the world’s largest chemical since 1970,” says Frank van der Seneffe in Wal- companies manufacturing a broad Meer, Site Leader Seneffe. “Until lonia employs Our ambition is to be the most innovative, customer-centric, inclusive and sustainable materials science company in the world. approximately 450 people and produces dif- ferent silicones for three major In Belgium alone, Dow employs approximately 150 people directly involved in applied research and new product de- velopment range of products. Dow operates 2016, it had been jointly owned by sonal care, including additives for applications. “The latter primarily 113 manufacturing sites in 31 Dow and the American technology detergents and dishwasher tabs; comprises sealing silicones such countries and employs approxi- company Corning when it was tak- adhesive and pressure sensitive as for windows,” explains Mr. van mately 37,000 people. Dow sup- en over completely by Dow. Today, applications, like bar code labels, der Meer. “These silicones have plies customers in diverse markets we are a 100% subsidiary of Dow, luggage badges and baking paper, to meet the highest requirements market segments: home and per- and high-performance building N A E P O R U E business www.european-business.com 10

and withstand a broad spectrum tunities. We are now developing achieving the overall Dow ambition of diverse weather conditions. Dow new hybrid product solutions of becoming the most innovative, silicones have been used in 13 of combining silicones and carbon customer-centric, inclusive and the world’s 20 highest skyscrap- chemicals.” Dow has a strong fo- sustainable materials science com- ers. While offering a wide choice of cus on research and development. pany in the world, as Mr. van der standard silicones, Dow is always In Belgium alone, the company Meer explains: “We want to be a available to innovate together has about 150 people involved in company that is a great, inclusive with our customers and develop R&D activities. “Constant product place to work for our employees. individually customized solutions. innovation is part of our DNA,” Employees need to be able to be Dow Silicones Belgium sprl Parc Industriel - Zone C Rue Jules Bordet 7180 Seneffe Belgium  +32 64 888000  +32 64 888401 Customer-driven innovation, ‘seek states Mr. van der Meer. Dow also their full selves when working at  https://benelux.dow.com together,’ is our strength,” states plays a leading role in production Dow.” With regards to sustain- Mr. van der Meer. “Recently, we automation and digital sales. “We ability, the Seneffe plant is at the designed a material that can be used in a 3D printed, customized shoe sole to achieve the perfect fit for any individual.” As part of Dow, Dow Silicones Belgium ships its products to customers across For every ton of CO2 emitted in manufacturing our products, 9 t can be saved thanks to the use of this solution. SEED building on site. At the same time, our products are used to save energy and reduce emissions. A study from the Global Silicones Council has been looking at the greenhouse gas emissions linked Europe as well as to the USA and use robots and drones in manufac- forefront of the group’s activities to the entire life cycle of silicone, Asia. “We are a globally operating turing as far as possible, especially in the Benelux to reduce its en- siloxane and silane products in company,” says Mr. van der Meer. in potentially hazardous areas, to vironmental footprint. “We have Europe, North America and Japan. “We also benefit from synergies enhance staff safety, and we have two windmills that cover 35% of within the bigger group. Until the our own online digital platform our annual power consumption,” Committed to generating sustainable energy, Dow Silicones Belgium has its own wind turbines and photovoltaic panels For every ton of CO2 emitted in manufacturing our products, 9 t can be saved thanks to the ap- plication of our products.” Dow’s commitment to sustainable devel- opment and environmental protec- tion is also visible in its dedication to meeting the sustainability needs of its customers and employees. Recently in the Seneffe location, a new inspirationstudio has been opened. This investment is in line with the Dow strategic elements of customer centricity and innovation. The location in Seneffe now has the unique possibility to facilitate a co-creation cycle. The new inspi- acquisition by Dow three years where customers can order di- states Mr. van der Meer. “In ad- rationstudio can showcase Dow’s ago, our focus had been on sili- rectly: https://consumer.dow.com/ dition, we have our own rooftop innovation capabilities and ‘seek cones. Now, with the integration en-us.html.” photovoltaic panels, a cogenera- together’ with its customers to co- into Dow, we have gained access tion unit that produces 50% of the create new innovative solutions to the carbon chemistry set, which With its silicone production, Dow required building heating, and a that bring value to both Dow and gives us completely new oppor- Silicones Belgium contributes to heatpump system that heats our its customers. 11 www.european-business.com N A E P O R U E business

Interview with Lokman Sever, CEO of Noordco Group Lokman Sever, CEO of Noordco Group: His mission is for his company to add value to every life it touches The company operates on an ethos of respect: Its employees are treated with the same respect which they afford their customers Diverse activities, shared values At first glance, aviation and the real estate sectors do not seem to have anything in common. The reality is that the synergies are probably few and far between, but nevertheless, the Belgian Noordco Group operates successfully in both sectors. The company’s secret to com- bining such an unlikely pairing? The common vision and values that Noordco applies to both areas of its business. A public company, Noordco’s The second sector in which Noord- The company is designated an of- its staff are highly professional and business is split into two divisions. co operates is aviation. Espace ficial travel agent for over 84 inter- experienced. Its real estate sector, established Voyages is an IATA-accredited trav- national airlines. In this sector too, over 30 years ago, incorporates five el agency, which cooperates with separate entities: Noordco SA, ITC, an extensive network of over 150 LPBI, Immobiliere Lisa and Im- moniali SA, which together, own 80 properties across Belgium, with a total of 50 tenants. Real estate busi- ness activities span residential real estate, corporate real estate, new real estate properties, trustee, rental Important is that, in every- thing we do, we add value to every life that we touch. management and valuation. The leading airlines, 65,000 hotels, company, an independent group insurance companies and other with a stable financial background, travel industry suppliers, which prides itself on its professionalism enables Espace Voyages to offer and its extensive knowledge and its clients top prices and optimum experience of the business. solutions to their travel challenges. Espace Voyages owns a number of branches in Belgium, but also operates a fran- chise operation in Belgium, Luxembourg, Amsterdam and Kinshasa N A E P O R U E business www.european-business.com 12

Specialists in a niche market: Espace Voyages arranges attractively prices flights and a payment installment plan, particularly targeted at Africans living in Europe The real estate business is split into five separate entities, which together own 80 properties across Belgium What links Noordco’s two busi- of respect with which they them- installments over several months. shortage of business people look- nesses is the company’s vision, selves treat the firm’s customers. “Espace Voyages was a pioneer in ing to become franchise partners. mission and values, which have Nowhere is this attitude more ap- this respect,” Mr. Sever underlines. ensured significant success in Mr. Severs believes he under- both of its operating sectors. These You have to love what you do. You also have to have stands the factors which form the focus on people, community and quality of life “Our vision, and the target we want to achieve by our courage and be honest and straightforward. foundation for success in any busi- ness. “Most importantly, you have to love what you do,” he says. “You 35th anniversary in 2025 is to grow parent than in the Espace Voyages Bucking the trend towards online also have to have courage, and be four-fold on four continents,” says agency, which specializes in air bookings, Espace Voyages owns a honest and straightforward. I be- CEO Lokman Sever. “Important travel to Africa and South America. number of offices in Belgium, and lieve this combination is the recipe for us is that, in everything we do, Many of its customers are Africans also has a franchising operation for success, which for me doesn’t our entrepreneurial spirit and reli- living in Europe, who wish to travel covering Belgium, Luxembourg, mean earning a lot of money, but able teams enable us to add value to their home country, as well as Amsterdam and Kinshasa in the being happy in my work and hav- to every life that we touch.” The business people. Mr. Sever is fas- Democratic Republic of the Congo. ing a clear conscience in every company’s mission – to contribute cinated by the continent and its The company is aiming to expand respect.” to rising standards of living by people. “I love the African culture its franchised network, and its using our talents and energy to and mentality – an appealing mix great reputation means there is no develop solutions that add value of naivety and sincerity,” he says. to people’s lives in every region in The business concept is unusual which we operate – reinforces this and tailored to the specific needs theme across both the aviation of the customers. Flights to Africa and the real estate businesses. On are, in general, relatively expen- a day-to-day basis, Noordco lives sive, and the agency not only these ideals through its values of sources the cheapest possible fairness, working from the heart, options, but also allows customers reputation, and people orientation; to pay in monthly installments. For the values apply not only to its cli- example, in September 2019, a ents, but also to its own employees passenger books a flight for June who are treated with the same level 2020, and can then spread the 13 www.european-business.com Noordco Group Rue Emile Claus 16 1050 Brussels Belgium  +32 2 5003301  info@noordcogroup.com  www.noordcogroup.com N A E P O R U E business

Interview with Ab Benay, CEO and Owner of Cresta International B.V. On trend in consumer electronics In the dynamic world of consumer electronics, demand is often driven by emerging trends in other sectors. Products designed to support independent health care are a prime example, as are devices that support the smart home concept. Successful manufacturers recognize that their product range has to move with the times. Dutch company Cresta International B.V., which has been in the consumer electronics business for over 40 years, continually achieves this. Its health care and smart home devices now play a central role in its broad portfolio of small electronics. monitoring, the firm also produces thermotherapy products – heated blankets, massage machines, and heated belts, for example – and Health care products are currently our most impor- tant product category, and the one I personally like best. “We are currently seeing a huge clocks and weather stations. New increase in demand for health care for 2019 is a complete range of products,” says CEO and owner Ab smart home products, which in- Benay. “People want to take better cludes the hardware and software care of themselves, and many try for controlling lighting, heating and to avoid going to medical facilities home security. “Our smart home due to the high cost, particularly in products have been developed the Netherlands. With the ageing together with a partner in Hong population, thermotherapies are Kong, and are exclusive to Cresta,” becoming increasingly popular, as underlines Mr. Benay. Around are smart devices which enable 50% of Cresta’s portfolio is made Cresta’s product portfolio includes clocks and weather stations, as well as health care, thermotherapy and smart home devices remote health monitoring. Health up of own-brand products – C-care Cresta’s headquarters and dis- be to increase our international care products are now our most thermotherapy and health care tribution facilities are located in activities,” reveals the CEO. “The important product category, and products, and C-smart weather, Almere, and its products are sold first priority will be to develop the the one I personally like the best.” time, and smart home appliances. by major online and chain store re- Spanish and German markets, In addition, Cresta also distributes tailers across Benelux and France. but in the longer term, our goal Cresta designs and develops Wellcare thermotherapy and health Its export market generates around is to target the whole of Europe. consumer electronics in the low care products, and Swiss Voice tel- 35% of the company’s turnover. In Some of our clients are active in and middle price sector in four ecom solutions for the elderly. The France and Belgium, Cresta works several countries, which will help core categories. Besides health production of Cresta’s own-brand with distributors who take care of enormously. Our strategy is to ap- care devices such as blood pres- products is outsourced to manu- the markets in those countries. “In point one distributor per country; sure, temperature, and sugar level facturers in China. the coming years, our focus will that way, we can provide optimum N A E P O R U E business www.european-business.com 14

Cresta International B.V. Rolbrugweg 4 1332 AS Almere The Netherlands  +31 20 6932932  www.cresta-international.com European Business Listicles A Listicle is an article published as a visually appealing list. European Business publishes Listicles to help our audience cope with the challenges of their private and professional life. The company operates through distributors in its export markets; Cresta’s goal is to achieve a distribution network covering half of Europe within the next five years support so that those distributors want to work with just one distribu- can serve our market well through tor in each country as far as pos- their own stocks and deliveries. sible. It makes this pricing policy Their target is to deliver within much easier to implement.” 24 hours.” In total, in a relatively niche market – there are around Cresta was founded in 1976, and five similar players – Cresta cur- has a longstanding reputation for rently boasts a one-third market good, reliable service and high- share. quality, innovative products. “In five years’ time, we will have a One of Cresta’s key strengths is great distribution network covering its policy of stable pricing. “We more than half of the European have a clear policy of not offering countries,” predicts Mr. Benay. discounted prices,” Mr. Benay “We have over 200 products in emphasizes. “Our clients know our portfolio which means we can this, and follow the same policy study the market in each country themselves with our products. This and offer exactly what customers strategy is another reason that we want.” 15 www.european-business.com more...

Interview with Bas van Wijngaarden, CFO of SushiPoint B.V. Like the ripples of a pond What’s not to love about sushi? – It looks amazing and tastes as good as it looks. It also taps into several current lifestyle and healthy eating trends, which means that sushi is having something of a moment right now. One of the fastest growing businesses in the sushi market is SushiPoint B.V. in the Netherlands. Just eight years after its launch, the company already has 27 outlets in the centre and west of the country and expects to reach 50 shops in the next three to four years. Its recipe for success is a tried-and-tested combination of quality, taste, stunning presentation and an instinct for what consumers want. SushiPoint finds itself in the envi- SushiPoint’s slogan is ‘SushiPoint home market,” explains Mr. van The emphasis on absolute fresh- able position of making something makes you smile!’ and it puts all its Wijngaarden. “We have our own ness throughout is key. The quite difficult look easy. It is cur- effort into achieving that goal. The website with an ordering platform shops are quite open-plan so that rently making a huge splash in company specializes in the takea- and we also have a SushiPoint mo- customers coming into one of the takeaway food market. Chief way sushi market. Customers order bile app. Customers can also order the stores to pick up their order Financial Officer Bas van Wijn- gaarden cannot resist giving the company a congratulatory clap on the shoulder. “I don’t think it is bragging too much to mention We do not have any sit-down restaurants but focus entirely on the eat at home market. can see into the kitchens and are able to see the level of hygiene that is adhered to. This level of transparency is also why the Dutch consumer association awarded at this point that we were named food for collection at the shop or through Thuisbezorgd.nl, the larg- SushiPoint a score of 9.6 out of 10 ‘best valued Out of Home Formula’ home delivery. Everything is made est online ordering platform in the for its high standards of hygiene. in a consumer poll in 2017,” he completely fresh to order. “We do Dutch market for home-delivered “The products and the level of smiles. “Last year, we were voted not have any sit-down restaurants food, and we deliver with our own artistry involved is phenomenal,” into third place by customers.” but focus entirely on the eat-at- delivery staff.” insists Mr. van Wijngaarden. “We Customers can order freshly prepared takeout sushi for collection in-store or home delivery It takes half a year to train chefs in the art of preparing sushi to SushiPoint’s exacting standards N A E P O R U E business www.european-business.com 16

SushiPoint B.V. Nootweg 1 1231 CP Loosdrecht The Netherlands  +31 35 6288073  info@sushipoint.nl  www.sushipoint.nl The Premium Plate party platter contains 450 pieces of sushi and makes a stunning centerpiece for any event’s catering make an incredibly wide range of other takeaway food outlets can van Wijngaarden. “But this pays Wijngaarden. “We have found different sushi with the traditional match. off handsomely afterwards. While that customers would rather have Japanese delicacy adapted to Eu- it is the novelty that gets people something for free than a discount. ropean tastes.” SushiPoint currently employs through the door initially, it is the That is how we make them smile.” Sushi has an inherently healthy 450 full-time staff. “We currently keeps them coming back after- As the concentric ripples of the 900 people or the equivalent of quality of our food and service that reputation. Japanese people are among the longest-living in the world, and much of their amazing longevity is ascribed to their diet. Sushi is the most accessible form of the Japanese way of eating for We will be adding a further seven shops this year with the target of reaching 50 in the next three to four years. SushiPoint pond expand ever wider, the company can envisage spreading to other countries in the long term. “That won’t happen for another five years at least,” says Mr. Wijngaarden. “First, we want to Western palates and the endlessly have 27 shops in the central and wards.” SushiPoint uses freebies expand and consolidate our pres- variable rolls of sticky sushi rice western parts of the country,” says a lot as a customer loyalty tool. ence in the Dutch market before and fillings can be adapted to the Mr. van Wijngaarden. “We will be “We always pack a little something taking our successful model inter- needs of a variety of diets up to adding a further seven shops this extra with the order,” says Mr. van national.” and including veganism. Another year with the target of reaching key selling point of sushi is the 50 in the next three to four years. tasting platter nature of the experi- So far, growth has been organic ence. “Each piece of sushi is no and we have taken our time with more than a couple of mouthfuls each new shop. It takes up to six and our pre-selected menus are months to train staff to make sushi very convenient and popular for to our standards. That training two or more people to share,” says takes place in the nearest Sush- Mr. van Wijngaarden. “Generally, iPoint shop to the new store which customers order a menu together is why the spread of our stores is with a side dish.” For larger groups like the ripples from a stone thrown or parties, SushiPoint can put in a pond.” Opening day for a new together spectacular platters with store is a major event with plenty of as many as 450 pieces of sushi. local publicity. “We give away a lot These have a wow factor that few of food on the first day,” grins Mr. Freshly prepared to order, SushiPoint’s successful business model has seen it expand to 27 outlets in just eight years 17 www.european-business.com N A E P O R U E business

Interview with Marco van Naarden, Country Lead and Head of Sales Benelux at Cathay Pacific Airways Limited Asian gateway, Asian hospitality Cathay Pacific flies to Hong Kong from twelve European locations, with daily flights from Amsterdam and four-times weekly from Brussels Hong Kong: For the European manufacturing sector in particular, an important business des- tination, but a long and potentially very tiring journey. Cathay Pacific Airways Limited takes the stress out of travel between Europe and Hong Kong, with comfortable, relaxing flights, convenient departure times, and renowned Asian hospitality. Cathay Pacific flies between take advantage of flat bed seating, a superior customer experience. levels of service on convenient Hong Kong and twelve European while the hugely popular premium Travellers have access to relaxing and relaxing flights to the fabulous locations. Marco van Naarden is economy class, accommodated in airport lounges; in Hong Kong, the metropole of Hong Kong.” the Country Lead and Head of Sales for Benelux. “We fly direct to Hong Kong from Amsterdam every day, and four times a week from Brussels,” he says. “That is Typical Asian hospitality is characterized by natural, genuine friendliness and elegant service. very convenient for people who do a dedicated cabin, provides wide company has its own lounges, with business in Hong Kong, and also seating and extensive leg space. restaurants, bars and showers so offers a pivotal gateway to China The time schedule is also optimal. passengers can face their journey and other parts of Asia.” The Brit- Travellers leave Brussels or Am- totally refreshed. What really sets ish/Hong Kong-owned company sterdam in the afternoon and arrive Cathay Pacific apart though, is its operates the latest generation of in Hong Kong in the early morning, service. “On board, we offer typi- Airbus planes on its Amsterdam allowing a full day’s work. On the cal Asian hospitality – an experi- and Brussels routes, offering pas- return journey, passengers leave ence in itself,” Mr. van Naarden sengers a very high level of com- Hong Kong around midnight and underlines. “It is characterized by fort; the planes are 50% quieter, arrive at their European destina- natural, genuine friendliness and their larger windows let in more tion in the morning, refreshed and elegant service, which puts clients natural light, and the superior fit for the new working day. With completely at their ease. Cathay onboard pressure and general a range of booking channels and Pacific is a growing business with a climate reduces the effects of jet dedicated airport check-in, Cathay fantastic reputation. We offer busi- lag. Business class customers can Pacific is very focused on providing ness travellers and tourists unique N A E P O R U E business Cathay Pacific Airways Limited The Netherlands  +31 20 4467711  nl_sales@cathaypacific.com  www.cathaypacific.nl www.european-business.com 18

Interview with Bortolo Maddalena, Managing Partner at EMMEVI Srl Diverse assortment: EMMEVI offers over 5,000 screws, bolts and other fastening products How to excel in a ‘simple’ product Many industrial sectors, from mechanical engineering firms to DIY stores, depend on screws and bolts – as either vendor parts or articles for sale. They come in thousands of different sizes, geometries and qualities for just as many different applications. It is a sector, there- fore, requiring significant competence – such as that offered by EMMEVI Srl, an Italian busi- ness with four decades of technological expertise in all types of fastening products. EMMEVI specializes in the design pliers, we are able to supply our not be possible in the same way situated in northern Italy. In the and production of screws and bolts customers and partners with a very for a big industrial group. Finally, recent past, we have supplied an for many industrial applications. wide range of quality products. We yet most importantly, we provide increasing number of customers in Founded in 1980, the company is are able to guarantee the maxi- excellent customer service, before Germany and France. Our present located in Gallarate, a city in the mum in supplies for both standard and after the sale.” export ratio is 5% and is continu- Greater Milan metropolitan area in Lombardy in northern Italy, close to Milan-Malpensa International Airport. “Over the decades, we have gained profound experience We produce and supply high-quality products with micro- tolerances. ing to grow.” and competence in manufactur- products and for mechanical EMMEVI has 6,000 m2 of pro- ing customer-specific fastening parts according to the customer’s duction and storage space and products,” says Managing Partner individual design; we guarantee employs 23 people. Last year, the Bortolo Maddalena who created the quality of our products based company turned over five mil- the company almost 40 years on continuous control of the raw lion EUR. “We offer over 5,000 ago. “With this expertise and materials used, of the thermal and individual products and process a technological know-how in all sec- surface treatments and of the geo- wide range of materials including tors of screws and bolts, we are metric and dimensional precision. stainless steel, brass, aluminium, considered a good and reliable Thanks to our innovative machines copper and different alloys, and reference point today for a widely and our expertise, we produce and non-metals such as nylon and varying, demanding customer supply high-quality products with PVC – whatever is required by the base. Thanks to the professional- micro-tolerances, ism of our employees and the high even in small series, flexibility and product availability of according to the a large, modern and well-stocked individual require- warehouse, together with our ments of our cus- highly efficient network of sup- tomers. This would 19 www.european-business.com EMMEVI Srl Via Monte Leone, 99 21013 Gallarate (VA) Italy  +39 0331 773773  +39 0331 773747 customer,” explains Mr. Maddalena. “Our main clients are well- known textile and plastic manufacturers, over 90% of which are  info@emmeviviterie.com  www.emmeviviterie.com N A E P O R U E business