Alex McLeod: broadening routes to market and back-selling to merchants.
Insulation firm's big turnaround will open more markets for merchants
Published: 04 October, 2012
STIRLING: If leadership is getting people where they want to go, Superglass Insulation is on the right track. The independent manufacturer of mineral wool insulation is in the process of turning the company around in a bid to reduce its costs, deliver more added value products and push more business through merchants.
The company makes a full range of thermal and acoustic mineral wool products for the construction industry which are key to meeting the Government's continuing legislative programme for improved energy-efficiency and noise control in buildings.
"Our rivals want to see us die," said chief executive officer Alex McLeod: "That won't happen."
Following the company's successful £21m recapitalisation, Superglass has further strengthened its senior management team with the addition of new chairman John Colley, finance director Allan Clow and director of sales and marketing, Allan Durning.
Superglass' major turnaround is on schedule and is already starting to deliver substantial changes to the way the company operates, both internally and externally.
The changes come at a time of uncertainty in the industry, which is being fuelled by the expiration of CERT at the end of 2012 and the poor take-up of the Green Deal, which was officially launched this month and so far has only been adopted by two providers.
Superglass is nevertheless pressing on and casting its net to a wider market. It has secured increased specification activity across the housebuilder and contractor sectors in its drive to back-sell to merchants. "We are definitely broadening our routes to market," said Mr McLeod.
Superglass may face some big competitors, but Mr McLeod is adamant: "Feedback from the market tells us there is a clear place for a good independent." By developing the business, cutting costs and broadening its routes to the merchant, the company's new direction is being backed to the hilt by its "magnificent workforce", he reported.