Maxidor’s security products provide South African homes with a superior level of safety, as Managing Director, Tertius Venter-Davies, explains
Written by Ellie Duncan & Produced by Eric Konadu
When Maxidor was founded back in 1985, in 600m2 of factory space, by the current Chairman of the group, he could not have envisaged the success it would become. Today, the manufacturer and supplier of physical security barriers operates from six premises in South Africa, totalling 24,000m2 of space. The Founder/Chairman, has kept the company vibrant as a family business, but one with perhaps more ambition and vision.
Current Managing Director, Tertius Venter-Davies, joined Maxidor four years ago as National Sales Manager, and also took on the role of General Manager, before finally being appointed to the position he holds today. Initially, his role was operational but, since then, his focus has changed and Venter-Davies’ main concern is maximising profits and increasing efficiencies.
“We’ve started a double tiered expansion programme,” he explains. “So my focus remains very much directed at the sales side.
“It is therefore important to acknowledge the contribution of people while overseeing the strategy implementation; keeping colleagues motivated and informed.”
SUPERIOR SECURITY
Maxidor’s product ranges include the “Classic” and “MaxiShutter” range. Both ranges continually undergo rigorous research and development in order to provide homes, and businesses with superior security barriers. “Our main revenue stream comes from what we call our Classic range,” says Venter-Davies. “That is the expandable physical barrier, a trellis-type door.”
The MaxiShutter range comprises product that generally satisfies the need for high security levels where the need for aesthetics cannot be compromised. This will apply to domestic, as well as commercial, applications.
“A roller shutter offers a curtain of interlocking slats which form a continuous hinge, permitting the curtain to roll up or down– we install them on patios, for example. We don’t want to compete in the garage door market,” insists Venter-Davies. In fact, most of Maxidor’s customers are homeowners, although it supplies security products to some retail stores, commercial and industrial concerns as well as banks.
BUY-BACK GUARANTEE
One thing that certainly sets the company apart from its competitors is its product quality Buy- Back guarantee. “The industry standard is a five year guarantee – what is guaranteed with that? You can guarantee that the product will not rust, you can guarantee that the product won’t fall apart within that five years.
“But let us not forget that the purpose of the product is to provide a reasonable level of security, peace of mind; that, after all, is what our customers expect. “What we’ve done differently is if that security purpose fails, we will buy it back from the customer,” he explains. “We’re the only company that has that Buy-Back guarantee.”
Venter-Davies believes this approach was the best way to distinguish it from the opposition. Such a promise to its customers also demonstrates a confidence in its products. “We know and we believe that the product really is superior,” he says with absolute certainty.
Maxidor’s product range is set to expand in the first quarter of the new year when, following a period of product development, the company adds to its product range.
TOUGH ECONOMY
However, as a manufacturer, Maxidor must have experienced a slowdown during the recession. “The Security industry is quite resilient to the economic factors out there,” assures Venter- Davies. “In a way, the tougher it is economically, the tougher the socio-economic picture becomes, and that leads to an increased crime rate. It translates into a bigger demand for our product.
“On the other hand, we are firmly in the manufacturing industry; so we are exposed to all the challenges of any other manufacturing concern. But by no stretch of the imagination can we claim that the economy is dead and that we are not doing business – it just becomes a bit tougher and we just have to work harder.”
Prior to the recession, Maxidor had a training programme in place but training intensified thereafter. Venter-Davies believes it is something that the company is “passionate” about, right from the top down. Now, the company is at its leanest and poised for the next wave of development. The 2010 World Cup also holds a lot of promise for the country and its businesses, and explains his optimism about Maxidor’s “brilliant future”.
Crucially, Venter-Davies realises that the company’s product offering is unique. “We operate in a certain niche and I think our product range, our positioning, our drive and the way we manage this business is indicative of the segment of the market we supply.
“I believe therefore that we have found a good place to operate in and it offers value for money.”
FACTS AT A GLANCE
COMPANY NAME: Maxidor
MANAGING DIRECTOR: Tertius Venter-Davies
OPERATIONS: Provides security products to South African homes
ESTABLISHED: 1985
EMPLOYEES: 300
HEAD OFFICE: Alrode, Alberton
www.maxidor.co.za
Edited by Ian Armitage
View Digital Corporate Profile of Maxidor in Manufacturing Digital December 2009