Clearview North October 2013 - Issue 143 - Page 32

CLEARVIEW EXCLUSIVE DOORSEXTRA THE SMALL COMPANY MENTALITY MAKING A BIG COMPANY IMPACT Despite its relatively high profile and solid reputation, Capstone rarely advertises, relying instead on word-of-mouth and being close to its customers to promote its products and services. In fact, it’s almost hard to believe that the second largest composite door company in the UK has achieved its considerable industry presence in just six years. This year however, marked a change in approach for the company when it successfully exhibited at the FIT Show in April. ‘These customers need more choice and our new facilities allow us to offer more options’ Capstone’s Managing Director, Dan Sullivan, remains very hands on and makes a point of getting out to meet Capstone’s valued customers on a regular basis. Clearview caught up with him en route to one particular meeting to find out what makes the company tick and what’s next in its recent and rapid development… ‘It became apparent that we were great at attracting the high volume customers’ FIGHTING FIT “The FIT Show was the first step in raising Capstone’s profile,” explains Dan. “Previously we have relied on good products and levels of service but the company has grown to a size where we need to reinforce our presence in the industry by giving it a voice. “We were very pleased 32 OCT 2013 with how the FIT Show was organized and it provided us with a great opportunity to showcase our new products. We were so impressed, in fact, that we signed up for FIT 2014 right there and then, even so far as taking the same stand and position. This represents significant investment for Capstone and its important now for us to continue the momentum.” BEHIND THE SCENES “Essentially we are a small, hardworking, independent business,” says Dan. “Our customers can really relate to this so it’s important that we maintain the same mentality as we grow.” It was while working at timber door company, JCI Ltd, with now business partner, John Collins, where Dan saw a gap in the market for composite doors. He went on to source supplier, Capstone South Korea, and set up Capstone UK as the exclusive supplier for the UK and Europe. The relationship between the two separate companies remains very strong, while JCI Ltd continues to sell timber door systems via several brands to end users and retailers. Capstone quickly gathered its own momentum and has come a long way since then, although Dan says it feels like the company is just at the beginning, “The period of time that has passed was all about putting the foundations in place to really start making a difference and add value to what we do for our customers.” We can now offer any colour finish from our high specification paint line, this has attracted a brand new type of customer’ high risk investment but we had the confidence that we could sell to this sector of the market by giving them more choice and making it easier to deal with us.” Capstone’s new capabilities has meant its workforce has doubled and the company has recorded a profit every year, experiencing 30-40% growth year-on-year, no mean feat given the state of the economy during this period. INNOVATIVE STOCK BLOCK BY BLOCK Dan continues, “It became apparent that we were great at attracting the high volume customers involved in social housing and new build contracts, but we weren’t appealing to smaller accounts. So in January of this year we made a £300,000 investment into facilities that will allow us to do prepping and painting for our customers that don’t have a CNC paint line and cassette system. “These customers need more choice and our new facilities allow us to offer more options. For example, we can now offer any colour finish from our high specification paint line, this has attracted a brand new type of customer that was previously untapped by Capstone. It was a So what’s next? Capstone is on the cusp of an innovative product launch that is set to revolutionise the business by streamlining and simplifying the ordering and stocking process. “We have redesigned our 6 Panel model so that 7 styles can be made from just 1 blank, this dramatically reduces inventory and has a direct implication on how much stock a customer needs to have on the shelf at any one time. ‘Revolutionise the business by streamlining and simplyfying’ “This new innovation has come as a result of being a distributor ourselves and understanding the inventory issues that a distributor can face. This has all been done by making one small change to our product design but the implications and direct benefits are vast.” For more information contact Capstone on 01625 428955. To read more, visit www.clearview-uk.com