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Welex brings new executive team to NPE

By: Hamish Champ

April 4, 2012

ORLANDO, FLA. (April 4, 7:35 p.m. ET) — Welex Inc. (Booth 5744) President and CEO David Schroeder said he wants to build closer relationships with the extrusion line manufacturer’s customers and offer improved after-sales service and support.

Schroder, who joined the Blue Bell, Pa.-based company from PET bottle supplier Constar International Inc. in July, believes that after nine months at the firm he has the management team in place to be able to deliver a better package to clients.

“Our people are ‘doers’ who are hands-on and not just managers,” he said, commenting further that getting the message across to customers about what the Welex team can offer is crucial.

“A lot of people make and sell machinery, which is fine, and customers often think about getting a return on investment in four or five years,” he said.

“We want to get the point where there is a much longer term return on their investment through providing support services after they have bought a machine from us. We will listen to our customers more and we want them to get more out of what they have,” he added.

Schroeder said Welex’s equipment lasts for a long time and the company can offer advice and service that will keep it working for longer.

“People have Welex machines that in some cases are 30, 40 years old. We can help keep it going for years more.

“It’s about excellence in execution, efficiency and product quality. We meet the expectations of our customers by doing what we saying and delivering accordingly,” he said.

Making Welex machines more modular would also play a part in the company’s strategy going forward, offering greater flexibility as a customer’s needs changed, Schroeder said.

Schroder made it clear that Welex would be looking for partners – either to work directly with or perhaps even to acquire – with whom it could go to customers with new applications, as well as connecting its technology and product portfolios.

“I want to take a fresh look at how we do what we do, be clear about what we do, and share the possibilities with our customers. We want to work with the customer for the life of the Welex machine which that customer has.

“We want to offer options and upgrades in that process, which is part of the modularity aspect,” he said.

Welex also aimed to share its knowledge with its customers and get closer to their needs, Schroeder said. “It’s important to think ahead and ascertain the potential of our machinery and what it can be used for beyond the short term.”

Schroeder added that he wanted Welex to be seen as more than just a sheet company. “We have expertise and can create a complete lines solution.

“There is more pressure on customers’ engineers and we want to help them through the process, either directly or with the help of partners who we might work with.”

Commenting on current trading, Schroeder said Welex had had a good year, with income levels back to levels last seen in 2007. “We’ve had a very good 12 months,” he said.