TRELLIDOR
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TRELLIDOR
Ultimate Crime Barrier -
Stronger Than Ever Before PRODUCTION: Manelesi Dumasi
Trellidor security products have been protecting South African homes and businesses for more than four decades. Known for unmatched strength, the brand enjoys a solid position in the industry and has become an international player from its home in Durban. www.enterprise-africa.net / 3
INDUSTRY FOCUS: PROPERTY
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When Trellidor Marketing Director, Peter Rawson stood in front of one of his company’s security gates, filming a TV commercial to advertise the strength of the product, he must have been slightly concerned as an industrial wrecking ball started swinging down towards him. With nothing but the steel security barrier between him and a heavy forged steel ball, Rawson stood confidently looking up at the demolition tool headed straight for his body. And with a bang and a crash he simply blinked, seemingly unnerved and confident. The wrecking ball crashed into the Trellidor gate and, aside from a hefty impact and a small bend in the bars, the product proved its strength, protecting the man and even managing to slide open smoothly after. He was right to trust to the product. It is this muscle that Trellidor has built its name on in South Africa. Founded in 1976, the company is
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now a major manufacturing outfit, employing around 700 people. Its factory in Durban produces security gates and burglar-proofing products among many other. Today, South African residents and businesses trust Trellidor to safeguard their property. BUILT TO LAST House invasion is among the most feared of all crimes in South Africa and it is vital that residents and business owners know that deterrents can do their job. According to Trellidor, there are no recognised testing bodies to set standards for the strength of security barriers and this results in many inferior products making it to market, capitalising on people’s desire to save money where possible. Instead of trying to compete in the market without certification of strength, Trellidor decided to have itself certified – not required by the industry – to prove that it is unmatched for quality and might. The company approached BRE Global
Loss Prevention Certification Board (LPCB) and volunteered its products for accreditation. Fundamentally, LPCB rates security products on a scale from one to five (one being lowest). Trellidor’s Trojan 3 EMESC T3000 security grille was awarded a Level 3 - the highest level achieved by sliding security grilles anywhere in the world. To give an idea of what this type of strength can repel, the Trojan 3 EMESC T3000 security grille was designed for industrial use and was developed following terror attacks in Europe. “All our Trellidor Retractable security gates have built-in strengthening features and patented locking systems that give you the best chance of keeping robbers out,” the company says. Further recognition of Trellidor’s credentials when delivering a quality product come from its affiliate membership of the South African Institute of Architects (SAIA). An example of exactly how strong
TRELLIDOR
and long-lasting Trellidor sliding gates can be was shared last year by one of the company’s Cape Town franchisees. A retractable security gate installed in 1982 was found to be still going strong in Claremont, working just as well now as it did when installed. “Quality has always been high on the list of priorities at Trellidor. This decades-old installation confirms that good quality products will stand the test of time. “Trellidor Retractable Security gates are designed to open and close easily and they’re powder coated with a quality finish to help prevent corrosion and add to their longevity.
They’re always fitted with patented Trellidor locks that are the best that the technology of the time allows,” the company states. A VERY SA COMPANY As Trellidor approaches its halfcentury in South Africa, the company’s lengthy history reminds that it is perfectly established to deliver South African-made products for South African customers. On opening, the business was named L and L Metal Finishings and was focused on corrosion protection and powder coasting – a specialism that remains with the business today.
The name changed to Trellidor in 1983 and the focus officially became galvanised steel retractable gates that were bespoke-designed to fit each individual doorway. In 1988, the factory moved, but remained in Durban, and a brand new dedicated facility was launched at Phoenix industrial Park. In 1994, as South Africa changed dramatically, Trellidor also adjusted, bringing a range of retractable sliding window protectors into the range. They matched the styling of the door gates and are today sold under the Trellidor Fixed Security brand. In ‘95, the factory received SABS
// ALL OUR TRELLIDOR RETRACTABLE SECURITY GATES HAVE BUILT-IN STRENGTHENING FEATURES AND PATENTED LOCKING SYSTEMS THAT GIVE YOU THE BEST CHANCE OF KEEPING ROBBERS OUT // www.enterprise-africa.net / 5
INDUSTRY FOCUS: PROPERTY
// PHYSICAL SECURITY BARRIERS ARE AN EFFECTIVE WAY OF KEEPING CRIMINALS OUT OF HOMES, WHETHER THESE ARE APARTMENTS OR FREE-STANDING HOUSES. THEY ACT AS A DETERRENT BECAUSE THEY INCREASE THE TIME AND EFFORT REQUIRED TO BREAK INTO A BUILDING // ISO 9002 listing and the constant innovation programme continued with new fixings, locking systems and hinges all introduced. The following year saw the company realise international success as the brand began to gain traction in other markets including Australia, Israel, the UK, Portugal, Swaziland, Zimbabwe, Malawi, Mauritius and Namibia. From 1996 through until 2015, the company acquired significant market share and continued to innovate in its product portfolio, offering a host of different products to suit many different environments. Of course, unrivalled strength remained the jewel in the Trellidor crown. In 2015, the company was listed on the Johannesburg Stock Exchange,
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marking the achievement of a longterm vision. By then, the company was present country-wide and was widely recognised as an industry leader. Following this milestone, innovation continued aggressively and, as the company reached its 40th year of business, its range covered security and burglar proofing for all types of home and business. “At Trellidor we believe that every peace-loving citizen has the right to be safe at home and at work. This is why we don’t compromise when it comes to security. It’s also the reason why for 40 years our focus has been providing customers with trustworthy security barriers, manufactured to the highest standards the technology of the time allows,” the company says.
REAL DEMAND It is a sad situation that Trellidor products are so desired in South Africa – crime remains so feared and that results in demand heaped on the security industry. The stats are clear. Homeowners, property managers and businesses need to protect themselves. Crime in South African is rife. SAPS and Stats SA recently reported that, for the period April 1 2017 to March 2018, more than half a million property related crimes were reported to the police. In the same period, more than 22,000 residential robbery cases were reported, and more than 115,000 cases of ‘contactrelated crime’ (arson and malicious damage to property) were dealt with. In May, Community Policing Forums
Protection upgraded
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INDUSTRY FOCUS: PROPERTY
(CPF) in Durban raised concern over the growing number of house robberies, home invasions and hijackings. This is why Trellidor’s product must be so trustworthy. Security products are designed to deter criminals and, with crime figures like those in South Africa, now more than ever they must stand up to the task. The company actively encourages homeowners, and house builders, to protect their property. “Physical security barriers are an effective way of keeping criminals out of homes, whether these are apartments or free-standing houses. They act as a deterrent because they increase the time and effort required to break into a building. If they’re included in the building’s plans they can be installed as seamlessly as
possible,” says Rawson. Potential customers can quite
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easily walk into any Trellidor franchise – there are many around the country and many in the urban metro areas – and order a bespoke product, designed specifically for an individual house. “The service includes helping to plan and design a safe zone within each building, to be used during emergencies and to allow families to sleep safety at home at night,” says Rawson. He highlights the extent of the company’s product range as a key differentiator for Trellidor in the market. “We have elegant, robust designs like Trellidor Rollerstyle aluminium shutters that can be fully automated and remote controlled. If we’re called in during the design phase, we can provide the specs for recessing the shutter’s motor in a ceiling or wall cavity, making it completely unobtrusive when rolled up into the shutter box,” he says. SECURING EXPANSION Since its establishment more than 40 years ago, Trellidor has been a company on the growth path. Never has it been said ‘we are big enough’, and the company believes that as long as buildings in its chosen markets go unprotected, there are growth opportunities. In September, Trellidor CEO
TRELLIDOR
Terry Dennison announced that the company was ready to accelerate its expansion on the continent by further introducing its Taylor Group products through an increased number of African franchises. Taylor Group is Trellidor’s blind and decorative shutters manufacturer. He added that geographic expansion was helping the company to spread risk while the South African market experiences tough economic conditions. Product diversification and geographic expansion helped the company to generate new product sales growth of 26% and international sales growth of 12% in the year to June 2018. To continue improving performance in 2019, Trellidor will continue to hunt for ‘synergistic acquisition opportunities’, said Dennison. In terms of product expansion, Trellidor recently released a new aluminium product, the Retractable Aluminium TA600. While the company has long been involved with aluminium manufacturing, this is the first product that has corrosion resistant properties making it ideal for use on coastal properties. Launched at the East Coast Radio House & Garden Show, the product’s attributes were highlighted by Rawson who said: “It has several features that make it a first choice for coastal dwellers. Apart from being corrosion
// WE HAVE ELEGANT, ROBUST DESIGNS LIKE TRELLIDOR ROLLERSTYLE ALUMINIUM SHUTTERS THAT CAN BE FULLY AUTOMATED AND REMOTE CONTROLLED //
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resistant it has no rivets on the outside. This gives the gate a smooth, clean appearance that is perfect for homes where the visual appearance of fittings is important.” In August, Trellidor displayed its products and the Decorex 2018 exhibition at the Gallagher Convention Centre where Rawson once again highlighted the strength of the products and the brand. “Our well-known trellis-style sliding gates were conceptualized in our home town of Durban by a tool and dye maker and we’ve been manufacturing this design for over 40 years. “We export products all over the world; it has been internationally certified for strength by the London-based LPCB; and we recently redesigned our top of
the range model to suit the crowd control requirements of a securitysensitive Europe.” When it comes to protection and deterrent in an environment where criminal activity is unfortunately a likelihood, Trellidor remains the brand of choice. Its reach, technical capability, and proven ability make it an obvious choice for both business and residential customers. Many companies set out looking for industry leading status, but few end up achieving it. Trellidor has done that, and it isn’t stopping now.
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ENTERPRISE AFRICA
NOVEMBER 2018