54
The internal debate started: “Should we achieving a truly world leading position in the The Breeze acquisition has provided the ideal
UIforwardUIforwardUIforward
set up manufacturing, establish a new clamping industry. For China the board has solution in North America and the combined
brand? How long would it take, how much authorised development of a green field strengths provide a unique resource to
would it cost? How soon would we see a project at Qingdao, the coastal city renowned develop in Asia. We now have 34,000
return?” as the home of Tsingtao beer and host, this
products allowing us to supply every
year, to the Olympic sailing events. More
possibility for connections and are ready to
The alternative was another strategic alliance. relevantly, Qingdao is a university city, which
meet the global demand Norma assured
There was a clear target. “Breeze Industrial has ten automotive plants in its region. It is
quality and performance in clamping
Products Corporation are the established well positioned logistically for both Shanghai
technologies.”
quality supplier in the North American and Beijing, between which it sits almost
market,” explains Nordin. “Significantly they exactly half way.
were also owned by a private equity firm.”
The strategic fit was clearly there - the “The intention is to start with fluid lines and
question was whether the timing was right. plastics extrusion technology,” says Nordin.
“We entered into discussions and concluded “Here we already have contracts that provide
the acquisition on 14 November 2007,” says core business. We shall also integrate the
Nordin. “Just a few days ago we held the existing clamp assembly operation, currently
integration meeting here in Maintal.” based in Guangzhou.” The land for the
The result, in a period of little over one year, plant has already been acquired
is the establishment of a group with an and the plan is to build an initial
extremely powerful presence in North 4,000 square metre facility, to
American and European markets, with the commence production in the
resource and technology base to develop second half of 2008.
rapidly and effectively in Asia. “Breeze have
the ‘engineered’ clamps in the US market, In India Norma is also
paralleling our own market position
committed to
throughout Europe. They have a very strong
establishing a new
presence in the big truck and heavy
centre for automotive
machinery sectors and they provide standard
related manufacturing,
product for the distribution sector.” Breeze
again expected to be
sales prior to acquisition were around 115
realised during 2008.
million euros which means the new group is
In Japan Lars Nordin
now looking forward to consolidated sales of
is currently
over 500 million euros for 2008.
exploring strategies
to build on an
“Breeze management will remain unchanged
existing strong
and will take the lead in the North American
distribution
partnership,
market. Clearly they know the market far
where Norma
better than we do. The futures of the existing
has
Norma and ABA operations in the US will also
substantial
be assessed and determined by Breeze. In
distribution
Asia we are now looking together at what to
and
do.”
industry
potential
The Breeze acquisition has also brought
and an
technology advantages, particularly in the
already
exhaust clamping sector. Breeze had already
firm
acquired Torca, specialists in this field with
foothold
manufacturing in Germany as well as the US.
in the
“There is virtually no overlap,” says Nordin.
truck
“Torca has highly innovative ranges ready for market.
development worldwide. They give us some
really new exhaust clamping products – an “Overall the
extra ‘kick’ from an otherwise excellent timing has
strategic merger. In its Clamp-All program proven
Breeze also provides a very good excellent,”
development base for drainage couplings in says Lars
the US market.” Nordin. “We have
had just enough
Now, says Lars Nordin, the group really can time to consolidate the
focus on strengthening its position in Asia and
Norma and ABA merger.
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