Beckers focuses on global opportunities: targeting growth in America and Asia
Beckers is adapting its regional structure to exploit global growth potential. The new structure aims to capitalise on business opportunities, particularly in the areas of sustainability and market share growth in the coil coating and industrial coatings segments. The American market in particular offers growth potential, as CEO Christophe Sabas explains. This interview was conducted by Editor-in-Chief Damir Gagro.
You have announced a new structure and a strategic change in your regions and management. Why?
Christophe Sabas: We have reorganised our regions to align them with our Green Lights strategy, an integrated business and sustainability strategy designed to capitalise on our global market opportunities. Our new structure will enable us to optimise our operations and achieve our financial and sustainable development goals. By combining Europe and Africa into one region, we aim to leverage our strengths and synergies in this mature market. In particular, European countries face similar challenges, where we can better draw on synergies.
Creating a separate region for the Americas allows us to focus on our growth potential in this dynamic and highly competitive market. Asia and the Middle East form a region that covers the same geographical areas as before our strategic change. It is a region with very high growth potential.
Could you please elaborate on the differences between the markets?
Sabas: Our three regions differ greatly in terms of market maturity, customer needs and sustainability awareness. Asia and the Middle East are regions with very high growth potential. New coil coating lines are opening every year, particularly in India and China, and we are seeing growing demand for innovations and high-quality products. Our customers increasingly value our expertise in sustainability, which enables them to differentiate themselves from the competition and respond to the rapidly evolving regulatory environment.
As a very mature market, growth rates in Europe and Africa are moderate. This means we must continue to lead in innovation and sustainability and provide the best customer service. The introduction of UV/EB products at a key customer is an example of our collaboration on sustainability and innovation. The Americas region is a dynamic and highly competitive market where we see opportunities to increase our market share. We have a strong presence in North America, where we serve major customers in the coil coating and industrial coatings segments. We are also expanding our presence in Latin America, where we already have plants in Mexico and Argentina.
Which region has the greatest growth potential for your goals?
Sabas: Both the Americas and Asia offer us significant growth potential. Today, we have the opportunity to increase our market share in these regions through strategic investments and knowledge transfer from saturated markets. We already have strong partnerships with key customers.
According to you, ‘the Americas offer tremendous growth opportunities’. Could you please elaborate on the growth opportunities?
Sabas: One of our main strategies is to increase our market share in regions such as North America and expand into new markets and segments. We are also focusing on sustainability and innovation to attract new customers and retain existing ones.
What measures are you planning to take advantage of these growth opportunities?
Sabas: We are committed to tailored, sustainable solutions and close collaboration with customers and stakeholders. Our innovative Beckry®Tech product line plays a key role here, as it reduces both costs and environmental impact.
