Norres North America continues on growth path

SOUTH BEND, Ind.—Norres North America Inc. has made major growth strides during the last four and a half years and has plans in place to continue that upward climb for a long time to come.

A subsidiary of Germany-based Norres Schlauchtechnik, Norres North America was established in 2014 when the firm purchased a 30,000-sq.-ft. plant and warehouse that sits on 3.67 acres in South Bend. The warehouse operation began operating immediately, and in mid-2015, in a 15,000-sq.-ft. refurbished section of the site, the firm started producing hose for sale in the U.S., Canadian and Mexican markets.

It has grown rapidly since then. In the last three years alone, the North American subsidiary has experienced double digit growth, according to Mark Bobonick, director of sales and operations at the North American unit. And, he added, it is on track for another double digit year in 2019.

Originally the North American business began operating with just two or three people. "Over the years we have added key staff members in our manufacturing, sales, warehouse and shipping departments," he said. It currently employs about 18 people. "We also utilize manufacturing sales representatives covering the majority of the North American market."

Presently the subsidiary produces Airduc, Protape and Chip Profile high temperature hose lines. "As it sits right now, (the North American plant) can manufacture roughly 50-60 percent of all products that can be found in our most recent catalog and what is shown at our website," Bobonick said. "We look to evolve even further, expanding additional lines over the next few years as we continue to grow and penetrate both new and existing markets."

Norres North America also plans to launch production of the firm's Norplast line of full plastic hose in the U.S. market. The company believes the line will help it gain even further penetration into the agriculture, plastics and food segments, he said.

"We have really carved out a special niche but are rapidly expanding our manufacturing capacity to fuel even stronger growth in the years to come," Bobonick said. "This increased capacity will offer even greater technology, and position us to manufacture with even lower costs that we will be able to pass on to our customers."

Solid foundation

Norres Schlauchtechnik—founded in 1889 and based in Gelsenkirchen, Germany—is one of the key players in the global industrial flexible hose marketplace, he said.

With a strong manufacturing base in Germany, the United Kingdom, France, Czech Republic, China and Taiwan, Norres decided to set up a production plant in the U.S. because "we wanted to take what we have established at our other subsidiaries and transfer our expertise across the North American market," according to Bobonick.

He added that the company "saw this as a very interesting opportunity to penetrate a rather antiquated industry that has lacked focus on evolving and introducing new products focused and centered around customers' needs."

Norres primarily produces high abrasion polyurethane hoses; suction and transport hoses made from polyvinyl chloride, thermoplastic elastomers, PE, EVA, silicone and other materials; high temperature hoses; electrically conductive and antistatic hoses; connecting elements; and accessories and numerous customized products.

Its hoses are available as suction and transport hoses used for the transportation of bulk solids in the food and pharmaceutical industries, for municipal vehicles, as cable protection hose systems in the electro-technical segment, and as membrane diffusers in sewage plants.

Norres North America initially focused on selling into a handful of different market segments, but because its products are becoming more prominent in the industry, "we now have an even larger outreach, selling to customers that vary from industrial vacuum cleaner products all the way down to street sweeping hose," Bobonick said.

He noted that many people tend to categorize the company as a flexible hose and ducting manufacturer, "but we can offer much more and I'd like to position us along the lines of an actual industrial hose manufacturer."

Bobonick said that Norres North America focuses "on adding value for our customers as it relates to the products that serve their respective markets. We offer very competitive pricing for premium grade performance and quality of the hose products we bring to market.

"Through our individual consultative approach, this positions us to really focus on our customers' needs and recommend hose solutions and complementary goods that will better serve (them). We are centrally located in the U.S. to position us to react fast to the everyday demands and ensure timely deliveries."

He said that the company offers numerous products that can be found on its website or in its catalog; many can be shipped in 24-48 hours.

"If we cannot meet the daily product requirements and expectations of our customers, we will not thrive in this market," Bobonick said, adding that Norres has worked hard at meeting specific order dates.

Expanding reach

Filling customers' needs is a priority at Norres North America. For instance, the firm responded quickly to fill a gap for many customized products—including customizing colors and printing capabilities that can match a company's colors—which better positions customers to grow and market their brands, Bobonick said.

And the North American business continuously comes out with new products. It currently is expanding its portfolio with the addition of the Airduc Twin Color series, including the Airduc Pur 355, which the company said is the first and only hose in the Airduc range that can use two different colors.

"We are innovators at heart and no request is deemed unfeasible," Bobonick said. "Even if we might not be able to service a particular request, we have extensive research and development teams constantly reviewing our products to see what design implementations we could offer to make the product even better."

In addition, he said, the firm continuously comes up with new product categories to penetrate new markets.

While Norres North America is experiencing solid growth now, Bobonick envisions greater opportunities in the future. In 2020, the business aims to target the full plastic hose market and its sub-market segments, he said, especially by expanding its production capabilities by launching the firm's Norplast line of products that he believes will better serve its customers.

"Our manufacturing is growing yearly with the addition of new products and machine capabilities that position us to serve many different markets," the executive said. Those markets include food and pharmaceutical, the plastics industry, industrial vacuum cleaners, vehicle exhaust, agriculture, construction, fume and dust extraction, vac-truck, wood processing, vehicle sweeping and cleaning, among others.

And that's not taking into account the company's vast number of custom products, he added. "We pride ourselves on both the quality of products we are bringing to market and the service aspect, which is most important."

"People will always remember the service you provide," Bobonick said, adding that responsiveness has been on the decline in the hose industry lately and that is something Norres North America will not fall victim to.