04 May 2017
"When people think of aluminum they must remember ITAF"
Bruno Santos is the director general of ITAF and inherited the knowledge of his father, José Henriques Santos, president of the Lobão, Gião, Louredo and Guizande Parish Union Council, and of his mother, Maria Alice Santos, as he followed a path of success in the field metalworking
ITAF - Iron and Aluminum Work Industry wants to reach Belgium and Switzerland in order to expand its range of customers in Europe.
In a company whose growth in sales has worked as an affirmation in the market, Bruno Santos believes that it is time to work towards giving the brand even more visibility.
Are ITAF clients mostly from Northern Portugal?
We manufacture for anywhere in the world. Our foreign turnover reaches 50.3 percent, for countries like Morocco, France and the United Kingdom. We are trying to enter other markets, namely Switzerland and Belgium.
What has been the biggest challenge the company has faced in order to satisfy a customer?
All our jobs are great challenges. There is a motto we use many times in the company: "If it were easy it was not for us." Everything that comes our way always has its degree of difficulty due to the mark we put on our work. We may be making the simplest window out there, but it has to come out be perfect. All challenges are important, but our most recent and most emblematic challenge has been the Praça Hostel project in Santa Maria da Feira. We are proud to have been chosen because there was no shortage of people wanting to participate in the construction. Elsewhere in the world our work features in hotels that charge up to seven thousand euros per night for a suite. We are always looking for new challenges and we want to be present in most European countries, especially in the central and western areas, except for Eastern countries, where we are not competitive.
And those are the challenges that have contributed to the growth of ITAF?
Without being presumptuous, I can say that we have never really felt the crisis. It is true that we did not grow during the crisis period, but our strategy made us change. In 2011 we lowered our billing, but it was deliberate. Since then, every year we have had a double digit growth in billing, and last year was one of our best billing years. In 2011 we invoiced a lot but we did not charge. At the beginning of 2012 we took the necessary steps to grow.
Is Feira's corporate fabric healthy?
It is excellent. We are very enterprising and we have people who, like my father, had nothing, and today have reached corporate status. In fact, the country's largest businessman, Américo Amorim, is from our municipality.
What makes an effective entrepreneur?
Work, a little luck and a team at your side that helps you achieve your goals. At this moment ITAF is in a position that ensures it will not stop, and it is the contribution of the whole team that allows it. But it takes a lot of work and a the right focus. In the case of ITAF, the family has also been instrumental in its success, although sometimes it is hidden in the background.
And the right course is to continue to innovate?
The company has been innovating for 40 years. No company can survive if it does not do different things. We were at a fair in Paris where we introduced new things which received great support. At product level, we are constantly innovating, also because we have accepted challenges from customers who are looking for different solutions. In addition, we must give visibility to the brand because we want to maintain our position in the market. We want to retain our links with the old company known as "Zé dos Alumínios". When people think of aluminum they must remember ITAF. Recently, we acquired the Rolls Royce of cutting machines, which will allow us to increase speed and quality.
ITAF - Iron and Aluminum Work Industry wants to reach Belgium and Switzerland in order to expand its range of customers in Europe.
In a company whose growth in sales has worked as an affirmation in the market, Bruno Santos believes that it is time to work towards giving the brand even more visibility.
Are ITAF clients mostly from Northern Portugal?
We manufacture for anywhere in the world. Our foreign turnover reaches 50.3 percent, for countries like Morocco, France and the United Kingdom. We are trying to enter other markets, namely Switzerland and Belgium.
What has been the biggest challenge the company has faced in order to satisfy a customer?
All our jobs are great challenges. There is a motto we use many times in the company: "If it were easy it was not for us." Everything that comes our way always has its degree of difficulty due to the mark we put on our work. We may be making the simplest window out there, but it has to come out be perfect. All challenges are important, but our most recent and most emblematic challenge has been the Praça Hostel project in Santa Maria da Feira. We are proud to have been chosen because there was no shortage of people wanting to participate in the construction. Elsewhere in the world our work features in hotels that charge up to seven thousand euros per night for a suite. We are always looking for new challenges and we want to be present in most European countries, especially in the central and western areas, except for Eastern countries, where we are not competitive.
And those are the challenges that have contributed to the growth of ITAF?
Without being presumptuous, I can say that we have never really felt the crisis. It is true that we did not grow during the crisis period, but our strategy made us change. In 2011 we lowered our billing, but it was deliberate. Since then, every year we have had a double digit growth in billing, and last year was one of our best billing years. In 2011 we invoiced a lot but we did not charge. At the beginning of 2012 we took the necessary steps to grow.
Is Feira's corporate fabric healthy?
It is excellent. We are very enterprising and we have people who, like my father, had nothing, and today have reached corporate status. In fact, the country's largest businessman, Américo Amorim, is from our municipality.
What makes an effective entrepreneur?
Work, a little luck and a team at your side that helps you achieve your goals. At this moment ITAF is in a position that ensures it will not stop, and it is the contribution of the whole team that allows it. But it takes a lot of work and a the right focus. In the case of ITAF, the family has also been instrumental in its success, although sometimes it is hidden in the background.
And the right course is to continue to innovate?
The company has been innovating for 40 years. No company can survive if it does not do different things. We were at a fair in Paris where we introduced new things which received great support. At product level, we are constantly innovating, also because we have accepted challenges from customers who are looking for different solutions. In addition, we must give visibility to the brand because we want to maintain our position in the market. We want to retain our links with the old company known as "Zé dos Alumínios". When people think of aluminum they must remember ITAF. Recently, we acquired the Rolls Royce of cutting machines, which will allow us to increase speed and quality.
Source:
In, Terras Notícias