Keeping cool EPTA Group

KEEPING COOL

Commercial refrigeration specialist EPTA Group is a respected global partner and the European market leader in its sector. The company has enjoyed continuous growth throughout the economic recession, so Emma-Jane Batey spoke to the international sales director, Christian Le-Gousse, to find out how this has been achieved.

EPTA Group is the European market leader in commercial refrigeration and a widely respected global partner for food retailers, with its five main product areas of cold rooms, refrigerated packs, special cold cases, mainstream cases and their installation and maintenance. Offering five well-established commercial refrigeration brands, EPTA appreciates its position as the partner of choice for retailers looking for turnkey solutions. Its brand portfolio including Costan, Bonnet Névé, BKT, George Barker and Euro’Cryor has allowed it to continue to grow throughout the global recession.

Mr Le-Gousse told Industry Europe why he thinks this is the case. He said, “There are two main reasons why we have continued to perform well during these challenging economic times. Firstly, we have strategically focused on gaining market share both in our traditional

European domestic markets and further afield. Secondly, we are lucky in that we service the whole of the food industry. This means that whether people have plenty of money in their pockets and are buying luxury food, or if they’re cutting back their food budget and retailers are working hard to retain their profit margin, we still deliver commercial refrigeration units. People always have to eat something!”

New opportunities

In 2005, EPTA’s turnover stood at €340 million. By 2011, this had increased to €500 million. The company has employed a strategy of acquiring companies within the commercial refrigeration sector that can support its long-term aim of expanded market penetration. Mr Le-Gousse continued, “We are dedicated to the commercial refrigeration sector and always have been. This helps to keep us focused on the potential opportunities and proves to our customers that we are a reliable partner for their long-term needs. We have grown quite substantially since 2005 and times have been good.”

The focus on gaining commercial refrigeration market share has incorporated close attention to improving all aspects of EPTA’s offer. With both time and money spent on rationalisation, new tools, increased flexibility and enhanced customer service, the company is clear that it is at the top of its game.

Mr Le-Gousse continued, “We’ve been systematically focused on trying to get where we were not already. By using our widelyappreciated high levels of service and our wellrecognised brand portfolio alongside acquiring companies that already had a solid market presence in the geographical areas in which we were aiming to penetrate, we’ve been able to grow in a solid and sustainable manner.”

Active worldwide, EPTA is currently strongest in France, Germany, Italy, Spain and the UK. Its extended portfolio still has potential for more acquisitions in both

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emerging markets and traditional markets where commercial refrigeration for the food sector has either room to grow or would welcome increased competition.

In order to increase its competitiveness, EPTA is clear about its unique selling points. Mr Le-Gousse explained, “As an organisation we are continually considering our customers. We stay close to them and listen to their real needs to ensure that we are meeting their changing demands. We are a slim company that is totally up to the challenges presented by the retail industry, particularly during such difficult economic conditions. We know that our complete flexibility and reliability is valued by our customers too, and we have many long-term customers that truly

see us as a partner. We offer short delivery times and can change orders if required to suit a new style of store, for example.”

Ready for more growth

A retail industry trend that is set to see the majority of stores across France change the way they display cold food is also set to have positive repercussions for EPTA. Mr Le-Gousse told Industry Europe about the recent French government announcement that all food retailers will have to display cold food such as meat and cheese behind glass doors by 2020, rather than the open chilled cabinets that are currently used. With EPTA able to supply these units, it is keen to highlight its capabilities in meeting this new regulation.

EPTA expects to continue to grow in the coming years due to its dedication to meeting customers’ needs, acquiring new companies that will boost its presence in the commercial refrigeration sector while enabling it to gain new market share in countries outside its traditional European heartland.

Mr Le-Gousse concluded, “In many ways we have reached a critical mass in terms of commercial refrigeration as we have financial stability, excellent R&D, strong customer service and support and an unbeatable offer. What we will concentrate on in the next few years in bringing that total package to a wider geographical audience by both following our existing customers and looking at interesting acquisitions. Any company we consider must be active in the commercial refrigeration sector but we are open-minded about what area they specialise in, such as manufacturing, service or contracting.” n