GRESTEL 2020 – Expansion, Operational Efficiency, Own Brands, and Eco-efficiency
The objective of the Innovation project is the creation of a new industrial unit, Grestel III, distinguished by its eco-efficiency and operational efficiency, as well as increasing capacity through the operational optimization of Grestel II, in response to the company’s need to meet growing international demand for its products.
Through this initiative, the company aims to ensure business sustainability in the face of external threats and over-reliance on private label activity, while leveraging market opportunities supported by recent successful R&D activities. Notably, these include the Color Grés, +ECOGrés, INDUCER, and Vidrado X projects, which enable innovation in both processes and products.
Grestel II will focus on small production runs, with extreme operational flexibility, while the new Grestel III unit will be geared toward higher-volume products, reflecting the strategic orientation to leverage private label production. The goal is to increase both capacity and flexibility to respond to customer orders with higher-margin opportunities (proprietary brands).
Capitalizing on the familiarity of the U.S. market with Portuguese ceramics to access new key clients, Grestel plans to consolidate this historically significant market – characterized by large niches and substantial margins – while also targeting other countries to acquire new globally relevant clients.