ÐÇ¿Õ´«Ã½

Avocet may have seemed like an unlikely investment for a multi-billion dollar US corporation. But for the giant Masco Corporation, which has huge interests in home improvement industries in the United States and Europe, Avocet formed a key part of its strategy to take a chunk of the UK glazing industry, Europe’s most passionate market for nest builders.

As an independent operating business within Masco, Avocet has had to gain the product endorsement from Masco’s window companies whilst at the same time developing a fully competitive offering, on an equal footing, for the whole of the UK glazing market. The pursuit of its ambitions means that Avocet, with the unequivocal backing of Masco, continues to make significant investments in its infrastructure at a time when most of its competitors are pulling in their belts.

Avocet operates from a remarkable site, both in respect of the beauty of its location between two waterways, but also for its sheer size and expansion potential for the business. Indeed, advantage has already been taken of this with the construction of an impressive brand new high-bay distribution centre at a cost of more than £3 million. This will also secure cost reductions, through efficiency.

Jim McCarthy is Avocet’s Chief Executive and a man with a long and well-earned background gained in industries outside of the window trade. He brings to Avocet extensive experience in OEM supply chain management, including the fast and furious world of packaging supply to leading brand name food producers.

A quietly spoken and thoughtful man with a ready sense of humour, he is direct in his observations about Avocet as a business, and the industry it serves: ‘Any business must be defined and focused. There was a time when the company went off in all sorts of directions but not anymore. We focus on door and window hardware for the glazing market, fixings and ironmongery for DIY sector, and electronic security systems, each through a carefully defined and separate route to market.’

Guiding principles

Jim explained the rationale behind Avocet’s investment and current strategy: ‘Our philosophy is quite straightforward at its simplest level: Our four key guiding principles are that we should offer Quality, Service, Innovation, and Value For Money. Within those tenets we must provide competitive advantage to our customers; through better, more innovative products, competitive pricing, and of course, superb service. However, by Innovation I mean in our service, and in the quality of our processes, as well as in our products. The new distribution facility will assist us in the service and process implementation. But we must also make sure that we understand the needs of our customers and we are doing much in this area, including the introduction of ‘Avocet Assist’, a dedicated after sales support team and programme.’

Manufacturing excellence

A new manufacturing management team is pursuing a ‘Manufacturing Excellence’ programme, focused on maintaining both quality and service from the company’s factories. Avocet’s operations in China are supported by a newly opened Masco sourcing office in China, employing 29 people and with a clear emphasis on sourcing the very best product available. Masco’s rapid prototyping facility in Detroit is another resource that that customers can draw on.

Summarising, Jim McCarthy is very keen to draw a line under the past, and to emphasise the commitment that has been made to the company, and ends with a clear message: ‘Let me make it clear: Avocet is a fundamentally different business from what it was.’