A global reference in structural adhesives, coatings and systems for vibration and noise control, the US company LORD Corporation outlined a new strategy to grow in South America. Broadly speaking, the plan consists of increasing the participation of its distributors, such as Redelease, a company that has been selling since 2005, exclusively in Brazil, the structural adhesives manufactured by LORD – these adhesives are used in the bonding of composite materials to different types of substrates.
“We want to expand our presence by working more closely with key distributors, such as Redelease. In five years, our goal for South America is that distribution accounts for 50% of sales to industrial markets, including composites. Today, this share is slightly over 20%,” said Matthew Ryan, Distribution Manager, Americas of LORD Corporation.
For Ryan, Redelease is one of the ideal partners for this action because it has well-trained technical and sales teams focused on actually providing solutions to customers. “Redelease is the largest distributor of raw materials for composites in Brazil, a strategic market for LORD. And, since the beginning of our partnership, we have realized that we share the same commitment: to provide effective solutions to users of adhesives.”
According to Roberto Iacovella, Managing Partner of Redelease, strengthening the business with LORD rewards the technical work that the company has been developing since its foundation. “For Redelease, distributing specialty chemicals goes beyond the mere and simple act of selling. We must provide the necessary support to allow our customers to be able to not only know how to use the products, but also have the conditions to always produce more and better.”
Iacovella also highlights the structure that Redelease makes available to the products it distributes. In addition to owning four units, the company manages the largest e-commerce of products for composites molding in Brazil and has six licensed units, called Redecenter, spread across the country. “With this positioning, we have been able to deliver to our partners the capillarity they need to popularize their products,” he said.
Founded in 1990, Redelease´s portfolio consisting of more than 1.000 products, including polyester and vinyl ester resins (Ashland); fiberglass (Owens Corning); organic peroxides (AkzoNobel), mold release agents (Marbocote and Ycon) and structural adhesives (LORD), among others.