Integration of the RELIUS Group, with its architectural coatings and industrial coatings, into BASF Coatings has taken place practically overnight – and even better, has proven to be a complete success. “RELIUS’ experience with product technology, product development, the use of raw materials, and sales logistics, as well as with interfaces in customer structures in the area of industrial coatings, is a great benefit to both our customers and our company,” says Raimar Jahn, CEO of BASF Coatings AG. As Jahn describes it, the RELIUS Group has become an integral part of BASF Coatings, and its employees and products are a real boost to BASF.
The RELIUS Group, with its Architectural Coatings and Industrial Coatings business units, joined BASF's Coatings Division on January 1, 2007. BASF itself contributes just as much competence in these fields of business and work. For instance, in South America, BASF has operated its decorative paints business successfully for years and is the market leader there in the premium sector. “The integration of RELIUS has provided us with the opportunity to combine the two groups’ expertise and continue to develop the decorative paints/architectural coatings business in Europe as well,” says Jahn.
The fact that the market has responded positively to the integration and that customers have identified numerous benefits is attested to by the most recent award presented by a German journal for painters. RELIUS received awards in the categories “Good Value for Money” and “Customer Service Level”. The selection was based on surveys carried out by an independent market research institute in over 300 paint businesses. “This success shows our teams that they are on the right path, but it needs to be reaffirmed every day when we are dealing with our customers,” says Geerd Jansen, President of the RELIUS Group.
On a day-to-day basis, for the RELIUS teams this means constantly developing innovative, individual, and intelligent solutions for and with the customers. “Innovative” refers to presenting new products or improving products. “Individual” is the key word for RELIUS’ market support. Both professional painters and RELIUS paint supply customers can rely on a specialized marketing and service package. The numerous training courses offered at the RELIUS Master Academy are “intelligent”. This concept includes three modules: Traditional seminars on current market and product topics, practical and business-related application seminars at the Point-of-Colour showrooms, and a trainee program lasting several months that prepares participants to climb the career ladder as RELIUS technical consultants.
With the foundation and structure soundly in place, the future looks promising. “Our committed team of sales representatives supports our loyal clientele of professional painters as well as around 1,000 paint supply stores. Our teams are also very successful in the industrial coatings business. “RELIUS and BASF Coatings are a perfect match. In Europe, we have gained applications with clear growth potential, as well as competent employees who fit well with BASF Coatings,” Jahn emphasizes.