Geovana Pagel
São Paulo – Atlas Paintbrushes and Tools, an industry specialized in products for painting and finishing that exports to Syria, Qatar, Bahrain and Lebanon since 1999, wants to expand sales to the region in 2005. "The forecasts with regard to growth of sales to the Arab market are the best possible, as Atlas is nominating a representative for the region, with strong knowledge of products for painting," stated the company export coordinator, César Vinícius Costa.
The representative will be based in Lebanon. According to Costa, up to now sales to the region have been direct, which limited the access to new customers. This year, with greater emphasis on the strategy for expansion of export to the Arab world, as well as the partnership with a local representative, the company will be participating in fair Dubai Hardware & Tools 2005, to take place between May 15 and 17.
The main products exported to the Arab market are painting rollers made of wool, synthetic wool, sponge and textured rollers, masonry brushes, trays, spatulas, construction buckets, poles, steel wire brushes, and roller frames.
Atlas is based in the city of Esteio, in the southernmost Brazilian state of Rio Grande do Sul, and is part of the Bettanin group. Apart from Atlas, Bettanin has a factory of cleaning products under brand Bettanin, of wall accessories, under brand Primafer, and of bookshelves, under brand Ordene, as well as Sanremo, a maker of household appliances, and Vale Verde, a reforesting company.
The Atlas industrial unit has been in operation for 38 years and currently generates 450 direct jobs. The company concentrates 65% of production for the domestic market and exports 35% of produce to 47 countries, mainly in Central and South America.
The most recent release by Atlas was a line of paintbrushes and painting accessories, denominated Comfort, with ergonomic handles (rubbered), modern design and varied colours. The novelty includes brushes, frames, spatulas and painting kits and received investment of around US$ 2.2 million (in current figures).
Before being released on the domestic market, Atlas Comfort was presented to the foreign market in August 2003, at the Chicago National Hardware Show, in the United States.
The first delivery of new products took place in October 2003. In January 2004 the company had already sold its entire production up to March, with orders from England, France, Australia, New Zealand and Canada. For this reason, the release in Brazil, for professionals at hardware and construction material stores, only took place in the month of May.
Contact
+55 (51) 473 8114
www.pinceisatlas.com.br
