Insight

Established in 1980, BRALO has spent the last three decades establishing itself as a leading manufacturer of rivets, insert nuts, and riveting tools. Thanks to a continuous programme of investment, the company has also experienced substantial growth to its operations – enabling it to supply the global market. Editor Will Lowry visited the Spanish headquarters to learn more about this special reference in the industry.

From the very beginning BRALO Group has always been focused on growth – through its product portfolio, the markets it supplies, as well as geographically – all whilst developing a quality service to the customer. “Our product portfolio has evolved into a broader range of products in direct relation to the markets and customers with whom we have developed customised products – according to requirements and applications,” explains Mr Basilio López, managing director of BRALO. “We have also been very proactive in promoting the BRALO name in the industry and establishing operations globally. Today, we have three production sites in three different continents and an extensive commercial network of nine subsidiaries, plus numerous distributors.”

BRALO has a strong customer orientation and a key component of its success has been listening to its customers and understanding their specific requirements. “The different markets and sectors we supply are very complex, with high demands and diverse specifications,” mentions Mr Miguel Vergel, global sales director at BRALO. “We work together with our customers to ensure we are producing what they need and not what we can easily produce as standards. Listening to our customers also ensures we are able and capable to react quickly. Providing not just a product, but a solution for our customers’ diverse applications in channels such as automotive, construction, electrical appliances, general industry or even different distribution networks.”

BRALO’s global reach 

BRALO’s three production plants are based in Spain, Mexico and China – producing 6 billion pieces per year. The production structure means all the manufacturing units are fully integrated in all their processes and standards, which enables the Group to have a total uniformity of the product, regardless of which of the three plants has been used. “Having a fully integrated production process gives us flexibility to adapt to demands and be closer to our customers, which is very important,” comments Ms Estela Noriega, global head of marketing at BRALO.

“Not only are we manufacturers, we are also engineering designers. Producing in our factories enables us to work together with the customer in the development of the products and manufacture of cold stamping piece that are adapted to the application requirements. We have a strong orientation to R&D and we invest many resources on the development of new products and control of the quality of every single piece we produce,” points out Basilio. “This is a great advantage to the customer. because we have a strong internal know-how of every product, which allows us to offer the right solution for every application.”

One of the greatest challenges for any global business is being able to provide a consistent service to customers around the world. Thanks to its commercial network, which includes subsidiaries in France, Germany, the UK, Italy, Portugal, Turkey, China, Mexico and the Czech Republic, BRALO is able to deliver this service.

“Consistency is one of the greatest challenges in customer services and is hard because it takes effort and discipline,” says Basilio. “However, thanks to our worldwide presence, with commercial delegations and warehouses throughout Europe – plus our production plants in Asia and America, we can guarantee quality, availability and reliable products, as well as a service oriented to satisfy customers’ most demanding requirements.”

Another key factor in BRALO’s success is its supply chain and logistics. “An extensive high-quality product range, and the ability to offer customised design solutions, is worth nothing if we fail delivering to our customers,” states Miguel. “During the last few years, BRALO has been investing in a new ERP system. This means all factories and delegations will run under the same system, communications networks, EDI platform, etc. Enabling us to integrate all supply chains – from effective and efficient raw materials inventory to finished goods availability – throughout the different BRALO warehouses, with the main goal of delivering on our promise to our customers.”

Continuing to develop

In recent years BRALO has put further emphasis on its customers and understanding their different markets needs and demands. “As part of our strategic plan we have always worked on expanding our product portfolio – the pieces we produce, the new materials we can offer, the resistance and fixing requirements we can meet, as well as the tooling we provide – where we have made a qualitative leap with the new range of BNT pneumatic riveters, which will again be expanded in the coming months,” explains Estela. “Through this commitment, we have achieved faster workability, durability of the tool, and great comfort for the operator, whilst incorporating important elements in the European health and safety regulations, and reducing significantly the level of vibration and noise.”

“Now we are concentrating on being even closer to the customer,” states Basilio. “To listen to their needs and provide a personalised response that meets and exceeds their expectations, not only in terms of the quality of the product supplied, but the services we provide. That’s why we also offer customised options in packaging, labelling and design.”