Dutchland Plastics Corp., a family-owned rotational and blow molder in Oostburg, Wis., has made some executive-level changes and trimmed its customer base.
“We reconfigured our sales strategy,” said Lindee Claerbout, director of marketing and customer solutions. She said Dutchland ended business relations with about 80 customers.
Like many rotomolders, Dutchland over the years built up a large customer base, but did not do a detailed analysis of each one. “We revised our customer scorecard,” Claerbout said.
Company officials said they helped customers make a smooth transition and find other molders so they could continue to run products while they moved.
“Our goal when going through this structural change was to end all relationships on a positive note and make the transitions as seamless as possible, for both the customer and Dutchland,” she said.
Dutchland generated $29 million in total sales in 2010. Of that, $22 million came from rotomolding-related sales, making it the 21st-largest rotational molder in North America.
Claerbout said Dutchland remains on track to reach $50 million in sales by 2014. In Oostburg, Dutchland closed an aging plant in 2009 and consolidated operations into its newer factory. The company also boosted kaizen and lean manufacturing efforts. Those moves — along with winnowing out some customers — have made the company more efficient, officials said.
“We're focused,” Claerbout said. “We created a focused customer base to achieve our goal.”
Dutchland now has 59 customers, she said in early July.
The company is owned by brothers Carl and Daven Claerbout.
On the people side, earlier this year Dutchland named Jeff Van Straten president. Michael DeHaai is now vice president of operations. He has worked for Dutchland for nine years and is a former plant manager. Eric Brill, a 17-year Dutchland veteran, is now sales director.
Carl Claerbout has assumed the position of CEO. Daven Claerbout is now executive vice president of sales; his main responsibility is building new customer relationships.
Brian Willoughby, who has worked at Dutchland for 14 years, is now assembly business unit leader.
Lindee Claerbout is Daven's daughter. His son, William Claerbout, is assistant rotational molding production supervisor.