Manufacturing a wide range of hangers, the product range is divided into three segments – big European designers for which the company is providing customized products, big wholesalers from anywhere in the world and local customers with specific range for each country. Even as the global economy took a dip in 2011, Erum was able to register a 30 per cent increase in sales with respect to 2010. A growth area for the company is the increased demand for research and development products together with environmental projects from all major retailers/brands. “The new design of logistic hangers optimizes better the channel from the origin countries to shops in destinations and is emerging as a major demand area,” says Juan Manuel.
In India, the company has deepened its roots over the years with a manufacturing plant in Bangalore and marketing offices in Delhi and Tirupur. Now Erum Dynamic Solutions is looking for a bigger share in the hanger market with a new manufacturing unit in Noida, (Delhi-NCR region) and new offices in Mumbai. Over the years the company has thrived on its nominated business mainly to European and American brands, but now it also wants to service the domestic brands, which are moving up very strongly in the market with big value terms of quality.
Creating space with local high-end brands is a growth driver for Erum, but it is a relatively new direction and the first move is to create awareness among the Indian brands as to the edge which Erum enjoys over other hanger manufacturers and suppliers. “We have always worked with garment exporters, so the domestic brands and retailers are a new domain for us, but it is a market we cannot ignore. The new facilities in Noida and Mumbai are the step in that direction,” informs Juan Manuel.
To ensure that the quality of hangers produced in the country are at par with international standards, Erum has put in place many quality checks as prescribed by Global Certifications like Reach Normative, Occupational hazard and safety systems, ISO 9001 and ISO 14000 for quality and environment, Forest Stewardship Council (FSC) Certificate and Green Partner Certificate for partnership is environment responsibility.
In fact, sustainability is a major thrust area for the company. “Erum Group’s environmental division devotes its efforts to recover and recycle plastic material, to manage toxic and dangerous products, as well as environmental consulting. This allows to provide a global treatment and to obtain a system that enables material recycling and reuse. Currently, this division has plants all over the world and through its efforts almost 100 per cent of products in Europe and Africa is from reused/recycled material, while in Asia the same is around 70 per cent.
Internationally, the company has tie-ups with companies like Inditex and El Corte among others to manage their waste and provide sustainable options from reusing the waste material including recycled hangers. This is a very customized service and the company is open to such associations with Indian brands, “We have the integrated systems in place to offer many unique solutions beyond hangers, but the industry needs to come forward with the intent to uplift their environmental commitments and let us help them become global players,” says Juan Manuel.
The Erum Group has undertaken the commitment to manufacture in a sustainable and environmentally friendly manner, for which it has entered agreements with large subsidiary companies for the recycling and assessment as regards to the environment. “Our commitment also covers technical and economic optimization of waste management, pollution prevention and minimization promotion, strict compliance with current legislation and rational use of natural resources,” avers Juan Manuel.
Very upbeat of the future, the company has defined growth projections and commitments for the next two years. “Our business plan includes the goal of increasing our turnover by 30 per cent over the next two years and increasing our international presence to improve our service and most competitive price to our customers around the world,” concludes Juan Manuel.
