Kemilux retains sufficient capacity to supply international ship fleets with its world-leading detergents and cleaning agents — while sales soar to record high as business customers focus on value for money.
Cleaning agent manufacturer Kemilux is seeing sales rise to historic levels in what could be the result of a toughening economic climate, according to managing director Debes Petersen. Meanwhile sustained outreach efforts toward merchant fleets are gradually beginning to yield results, although the company’s production capacity remains well beyond what is likely to be utilized in the near future.
While demand for detergents and other cleaning agents was expected to decrease following the onset of the global financial crisis, growing awareness of the economic dimensions of cleaning and maintenance may have created an opposite effect, Mr. Petersen said.
Fishing and merchant ships constitute a major client group for Kemilux and can save on both fuel consumption and maintenance by cleaning their surfaces properly, he added.
Through cleaning the hull, water resistance and deadweight can be reduced, and by washing off rust instead of painting over it, added deadweight and paint expenses are avoided.
“Using our cleaning agents and rust solvents saves shipowners huge amounts of money as well as making their vessels shine like new,” Mr. Petersen said.
“We have worked for a number of years to introduce our products to large ships and are beginning to see results. This is an ongoing effort and we continue to work on adding more ships to our list of clients.”
Kemilux has since 1967 manufactured cleaning agents and various detergents, soaps, and liquids for the Faroese consumer and industrial markets and for overseas industrial markets.
Kemilux products have a reputation of exceptional quality and the company places emphasis on adhering to EU standards regarding health, safety, environment, and quality.
Reading the labels: Over the years the company has built a network of customers that spans across the world, some of whom are Scandinavian seafarers and expatriates.
“Our customers tend to be very loyal,” Mr. Petersen said. “For example, once you’ve tried the all-round, heavy-duty S-1 Extra, detergent, you stick with it because you won’t find anything else as versatile like it. We have ambassadors everywhere who are eager to tell people about these products.”
However, one of the challenges is to convince shipowners that Kemilux indeed has the capacity to produce sufficient amounts to supply all of their vessels.
“Our capacity is much larger than some of our customers may realize. In terms of employees, we’re only a small organization but we have an infrastructure that allows for large-scale growth in terms of production including warehousing and logistics. The crux is to convey that message effectively to big organizations that operate fleets of big ships.”
In addition to fishing vessels, freight ships, and offshore workboats, Kemilux’s business-to-business clientele encompasses food processing plants and other industrial and commercial facilities.
With regard to the current economic slump, the company has experienced unexpected growth in overseas markets.
“It seems people are becoming more determined to get good value for money,” Mr. Petersen said. “Our products are usually highly concentrated and designed to be diluted with water to a greater extent than most competing products. The typical Kemilux cleaning agent is to be diluted on a 1:20 basis, which means it lasts much longer comparatively and gets more work done. I think what’s happening is that businesses have tightened their budgets and are now reading the labels more carefully than they used to.”
While such a trend might be taking place virtually everywhere, it remains to be seen how much it will ultimately impact on sales volumes. It appears nonetheless to be working in favor of Kemilux, at least in some countries.
“In some of our important export markets, most particularly Norway, 2009 was the best year ever in terms of sales,” Mr. Petersen said. “Our strength in the maritime sector makes our products highly relevant along the Norwegian coastline. Good cooperation with our partners there has likewise been crucial to the success we’re seeing. We’re talking about a large and diverse market with great potential for further growth.”
In Iceland, 2009 sales likewise broke earlier records, while new ground has been gained in Asia.
“We are very happy to see such unprecedented results in Iceland, which I think also confirms our thinking that economic awareness can help drive business growth for Kemilux. We have also had new business in Asia with prospects of long-term growth there.”
| < Prev | Next > |
|---|
