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HP: Please give
a detailed description of your company and its history.
Jon Vrielink: Elero USA, Inc. was founded to meet the growing
demand in North America for quality tubular motors for the exterior
rolling shutters market as well as for the automation of roller
shades and awnings.
The company was incorporated in Dallas, TX, in 1990 as an independent
corporate entity that sells and markets motors manufactured by Elero
GmbH near Stuttgart, Germany. Those motors have gained a solid reputation
for their quality and versatility throughout Europe and internationally.
The 10,000-square-foot distribution center is located in Dallas,
which has excellent shipping connections throughout the United States.
Regional sales representatives are strategically located throughout
North America.
HP: What hurricane protection products did
you handle initially? What products do you handle today?
Vrielink: Initially, Elero USA’s emphasis was on the
rolling shutter market, which heavily concentrates on hurricane
protection along the shorelines of Florida and the Atlantic coast.
Today, Elero USA serves a variety of industry segments. In addition
to serving the rolling shutter market, Elero USA provides the interior
and exterior window coverings markets with tubular motors, lift
and lift/tilt motors, heavy-duty motors and a wide variety of controls.
HP: What one product or line stands out above
the rest?
Vrielink: Tubular motors continue to make up the dominant
segment of Elero USA’s business and that segment is growing
at a solid pace. It currently represents approximately 60 percent
of Elero USA’s business. Growth in lift/tilt motors has been
modest. The heavy door motor line has begun growing in importance.
HP: Is your business computerized? Do you
have a company Web site, and how is it used to communicate with
customers?
Vrielink: Although the Elero Web site (www.elerousa.com)
sees a lot of traffic, there is very little e-trade in this type
of product. As an information source however, the Web site performs
a valuable service for our customer base.
HP: What do you see ahead for your company
and the hurricane protection industry? Are there additional areas
within the industry that you would like to get involved in?
Vrielink: In the hurricane protection industry we see an
increasing demand for heavier slats and consequently a heavier overall
product. This requires more torque to roll up the systems and calls
for motors with more torque capacity.
We see more of our 11 series motors with the higher torque rating
going to Florida, changing from the 9 series. Both series feature
the encapsulated coil, an Elero feature that is the preferred construction
for the aggressive Florida climate.
HP: What best describes your niche in the
marketplace?
Vrielink: Tubular motors constitute a niche market product.
Elero has carved out a leading position for itself within this market,
largely based on its product reliability and its reputed quality.
Although the application of the tubular motor is rather straightforward,
we regard it as essential that we have our sales staff available
to assist if questions do arise. Elero has an excellent reputation
for its customer support role.
HP: What are some of the key factors involved
in your growth and success?
Vrielink: In selecting a motor for hurricane shutters, reliability
is of the utmost importance. By the sheer nature of the product,
its function is most critical when weather conditions are the worst
with heavy winds, rains and salty water pounding the product. Encapsulated
coils and sturdy motor construction are important elements that
help ensure ongoing operation with a minimum in maintenance requirements
and downtime. These key features have contributed to Elero’s
leading position in the Florida rolling shutter market.
The introduction of the unique Elero WKS control system has greatly
simplified the operating control methods for multiple systems. This
system is easy to install and allows great flexibility in building
groups and single and multiple control points. The WKS system is
rapidly gaining in popularity in commercial as well as residential
applications.
Elero USA, Inc.
10827 Alder Circle
Dallas, TX 75238
(214) 343-1676
Fax: (214) 342-8528
E-mail: info@elerousa.com
www.elerousa.com
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