09 August 2023

Reynaers Group: pioneering a value-based business model in the United States after the success in Canada

Over the past few years, Reynaers Group, along with Piero Delucia as Regional General Manager and Tobiasz Staszak as Area Manager, have been dedicated to establishing a new business model in North America through Canada. This endeavor has led to remarkable success, with Canada emerging as one of the fastest-growing markets for the Group.

Our primary focus lies in nurturing fabricators who become true ambassadors of our ecosystem. In Canada, thanks to our approach, our clients have experienced substantial growth, and now, we are excited to extend this successful business model to the United States.

Change in the US

For many years, Reynaers Aluminium has provided high-end aluminum joinery solutions in the US market. As of the beginning of 2023, we are further strengthening our service delivery by focusing on our core capabilities: developing, marketing, and distributing system solutions, now with a strong focus on improving the processes of our fabricators through digital innovation.

As such, we have left the finished elements business and will commit on developing a strong network of fabricators in North America, leveraging our worldwide core expertise and strengths. With a new business development team established in North America, we are looking to set-up a strong fabricating partners network that can deliver our solutions in the US in the most modern, digital and efficient way.

Furthermore we realize that the need of high-performance solutions is quickly accelerating in North America, in areas such as thermal insulation; air-, wind- and water tightness; acoustics and impact testing. Next to this challenge, we understand the needs of our clients who wish to optimize their processes with digitalization and automation improvements. In that sense, our solutions and services are getting more and more relevant as well.

“The North American market is moving quickly. We feel there is a need that we can meet and that we can play a strategic and proactive role.” – Piero Delucia, Regional General Manager

We recognize the challenges the building industry is facing: the shortage of skilled labor, the need for highly performing products and the growing demand for digitalization and automation solutions. We firmly believe that as a family business, we can drive positive change in this landscape for our fabricators.

Piero Delucia

Regional General Manager

Strengthen our partners

Our approach is centered on empowering our partners by bringing our entire ecosystem to them. As a result, we help them become futureproof and distinctive from competitors.

We offer a complete value proposition that will support them through their complete customer journey - from the commercial stages to the ordering and implementation in the shop up until the service after sales. All this in a digital and automated fashion thanks our digital ecosystem and Industry 4.0 solutions. We believe that this implantation will reduce errors and drastically increase efficiency. In addition, we focus on developing expertise and know-how through dedicated training, especially in the onboarding stage.

Besides strengthening our clients’ operations and competitiveness, we believe it is paramount to constantly develop products that align with the latest and most challenging architectural trends. These include the need for minimal solutions and big dimensions, which has already brought us market recognition among the main architectural firms in the US. At the same time, we need to make sure to consistently achieve and exceed the latest performance standards in North America, today and tomorrow.

We believe with this comprehensive value proposition that we will create a successful and futureproof journey for our partners in a fast-changing world.