Den Braven Romania: A successful business model in financial crisis

Polyurethane foams and adhesives factory in Romania of the Dutch company Den Braven is definitely a winning bet of the group leaders, especially in terms of global economic crisis. The exceptional results registered in only one year and a half of the production unit of Den Braven Romania, inaugurated in 2008 following a total investment of 15 million euros, also the prospects of development for short and long term, support the idea that a well thought business can operate in all conditions, even in the context of a global financial crisis.

 

"I believe that the managers of Den Braven group can be very proud of the investment in the factory in Romania, currently performing the most modern standards of performance. The production unit of Den Braven is a good example for the Dutch investors’ success in Romania”, said Nuria Simón Artigas, Executive Director of the Netherlands-Romanian Chamber of Commerce.

 

In 2007, the leaders of Den Braven group chose Romania for making this investment as a result of growing demand on this market, significantly higher than the one in Germany. Located near Bucharest, in Buftea village, the factory produces an extensive range of polyurethane foams, adhesives and hotmelt, and currently exports to 25 countries in Europe, Africa and Asia, export sales of Den Braven Romania advancing in the first six months about 30%.

"In October 1997, we founded Den Braven Romania, with 5 people, at this time we employ over 200 people, we have 9 branches and one of the best distribution networks. It is amazing that 10 months after purchasing the land, we produced the first cans and 5 months later we are here all present for the official opening. The big success for Den Braven Romania came when we appointed Adrian State as General Manager in 2001, bringing us loyalty, honesty and a new style of management with new strategies”, said Mr. Kees den Braven, the president of Den Braven Group.

 

Currently, Den Braven is leader on polyurethane foam Romanian market, with a rate of 45%, also for hotmelt site, where it has a market share over 50%. With a turnover of 33 million euros in 2008, the company aims the extension on other international markets too, after that this year a contract for seven million euros for starting export of hotmelt in United Kingdom, was signed. Moreover, superior quality products made in Romania attracted quickly the interest of many international clients, raising the share of exports to about 70%.

 

Here's how, in a difficult period in which firms in the construction field drastically reduce their sales or even are closed, we can talk about situations in which business can be successful. And the story Den Braven is one of them.