We worked and we will work further

Bellona doesn’t stop its development in Russia. In the nearest future the company plans to extendthe range of goods and to expand further into regions.

13/01/2016

The factory of the Boydak concern’s Russian subsidiary is located in Vladimir. Since 2011, the year when the site was bought out from the Polish company Forte, manufacturing and storage facilities have been expanded by a factor of 2.5. One of the industrial buildings with the area of 17 thousand sq. m “Beta-mebel” got from the previous owners. At first the whole production process was being performed there. However, very soon it became clear that the factory needs a considerable consolidation. By winter 2014, the second building with the area of 25 thousand sq. m was built next to the first one: 16 thousand sq. m are occupied by warehouses and 9 thousand sq. m are set aside for the production of upholstered furniture and mattresses and for the welding shop, where the metal frame parts are being produced. In total, more than two hundred people work at the enterprise. 90% of staff are the locals.

“Bellona is an international brand, but our company is Russian,” — stresses Gregory Dobrioglo, “Beta-mebel” sales director. “We pay taxes that go to the Russian budget, we work under the Russian Federation jurisdiction, strictly adhere to the rules and requirements of labor legislation. At the same time, in management we use the European approach, which is taught in all business schools in the world. That is, the management system is built in accordance with international standards. The company operates in a convenient integrated production cycle, where all processes are circular, so that the dependence on the third-party suppliers is minimal. This production model is common to many European companies.”

In the conditions of falling demand in the consumer market “Beta-mebel” remains confident and optimistic. Production is running smoothly, the warehouse is full, shipments are permanent. Company becomes more independent in product development. Previously, Vladimir factory’s part in product design and engineering was only to adopt the best-selling models from Bellona’s basic catalogue, now the company is given a free hand to experiment.

“We used to base models on the existing brand range: we took a particular item, modified it so it could meet the Russian demand and launched into production. Now it is a completely different job. We will create completely original models, based on local market needs,” — says sales director.

In particular, the extension of the classical product line within the economy segment can become one of the vectors of further model range development. According to Mr. Dobrioglo, “Russified” novelties will retain recognizable oriental features of Bellona style: “For this is our business card, something that helps to catch the client’s eye and stand out from the competitors. At the same time we want to be more understandable and closer to the customer.”  

 

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