GRESTEL 2020 – Expansion, Operational Efficiency, Own Brands, and Eco-efficiency
The objective of the Internationalization project is to strengthen the positioning of Grestel brands through the launch of a new proprietary brand that will fill a market positioning gap. This new brand will be developed for the tableware, utility, and decorative dinnerware market segments, with a “Casual” & “American Way” look and a brand promise emphasizing respect for the “centuries-old tradition of manufacturing in Portugal.”
This project complements the creation of a new, innovative facility (Grestel III) focused on operational efficiency and eco-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 (eliminating the recurring need for subcontracted production) and to support investment in proprietary brands.
Through this initiative, the company aims to ensure the sustainability of the business in the face of external threats and an over-reliance on private label activity, while taking advantage of market opportunities supported by recent successful R&D activities. Notably, these include projects such as Color Grés, +ECOGrés, INDUCER, and Vidrado X, which drive innovation in both products and processes.
To consolidate existing markets, strengthen sales, and increase visibility in foreign markets—and ultimately to enter new markets—Grestel aims to promote sales of its proprietary brands, consolidating its external sales strategy. Diversifying markets is essential to reduce dependence on private label production and on a small group of major clients (key reference clients).