Region proposed to the cabinet Valencia seeking more unity and brand image Valencia Banak proposed to the cabinet to seek greater unity and brand image Miquel Uixera
responsible for expansion of the company Valencia, which has been checked in 2007 about 80 million, believes that susproductos must transcend mere decoration
Miguel Uixera belongs to a series of Valencian businessmen working in a traditional sector Univermoble, the Uixera company (owned by others two partners), has boosted until, in the middle sector and general crisis, increasing its annual sales for years at a rate of double digits. A total of 240 commercial outlets offer furniture and decorative objects Banak Banak Import and Casual. Miguel Uixera is Managing Director of Import, and responsible, with his brother Salvador expansion of the firm through globalization and the opening of franchises.
The company was founded as a subsidiary company of furniture. Gradually, in the early 80's, began selling products to final customers and late born 90 Banak matter, with a colonial style that has to be an ethnic contemporaneizado urban Europeanizing to refine the product and concept offers. "We have made the sale of traditional furniture in the sale of an existing concept through design and trend values \u200b\u200bas well as providing heat, flavor, natural and functional, the concept of identifiable and distinct life," says Uixera.
Your customer type is segmented by the same lifestyle. "We have a client in a medium-high between 30 and 50 years old, who likes to live the house, known and recognized her. Casual In Banak the concept is more important to trend and looks more timeless. "
The Valencian firm recently had to face a fire in his store Ribarroja, a logistics center that housed a quarter of the available area." We have operated Throughout the rest of logistics centers and used the goods in transit, material was coming here by boat or in port, thus we were able to cover the backlog in a pretty good grade. Moreover, we have reacted by mounting another store in South Valencia.
its market dynamics are forcing this agility despite his size, which was a 2007 turnover of 80 million euros between Import and Casual.
"We expect to grow 10% this year through the domestic market, especially overseas, where the commercial outlets are growing tremendously," says Uixera, recognizing his interest in new markets. In fact, the company works and operates in Portugal and Italy for years, with brand recognition and sales points positioned.
For this new stage wish to address two fronts. One of them is Eastern Europe, an area where Uixera states that are looking for brands and where the middle class looking concept. On the other side is Mexico, with 100 million inhabitants and an emerging middle class, it is also a country that serves as a door to the north and south.
Banak managing director matter greatly appreciates the opportunity to know the market that offer internet forums: "We and value those opinions. It is a way to make contact with the client very good and is an open forum the world, so this is a great opportunity and great risk. The marks are not affected negatively. We, with our furniture, we offer not only style and concept design. We offer other things, such as post warranty care sale, which reinforces the brand in any type of incident.
In his view, expand franchises does not have to mean moving away from the mark client. Not especially when a franchise that sells its product exclusively, dependent on the parent firm as marketing and customer arrival, and who helps with logistics.
Regarding the situation in the sector through Uixera recognizes that a good time. The observed slowdown in consumer spending affects the Valencian furniture, very sensitive for its traditional product, which takes away the flexibility to adapt to the market. "Ultimately, each company is different, but we see that the highly fragmented sector and unstructured, poorly organized," he says. The trick, in his opinion, past acquire a distribution organization, and that will push to manufacture. "In the end, sell concepts, brands and style, so you have to make the union a force." Uixera is clear that the industry must find a brand image, positioning with good care and transmission of values \u200b\u200bthat goes beyond mere decoration.
A Banak not worried about the arrival of the multinational Ikea to Valencia. "We feel very good. Within its segment and its competitive strategy, its success is normal. Ikea is something the public wants and needs to be there, nothing more has to come because it is a concept with an evolution in the market is unstoppable, so it is not difficult to understand that their presence here is something logical and unavoidable " concludes.
Source: Las Provincias
Source: Levante-EMV 
