Despite
a fondness for cheap, made-in-Asia, goods, Americans still like to buy
American-made goods. Ivan Rebello, vice-president of Zenan Glass, a
$19-million-a-year firm that makes customized beer and spirits glasses,
bottles and other sorts of specialized stemware, came to this
realization about four years ago; his epiphany was to become the driving
force behind the company's expansion strategy into the U.S.
At the same time, Zenan Glass was filling smaller orders for U.S.
customers, but the shipping and customs costs were proving to be
onerous. Their margins were so narrow that Zenan (ranked No. 260 on the PROFIT 500)
walked away from an order from a huge customer—Diageo, one of the
world's largest liquor companies, according to Rebello. The company
wanted Zenan to supply glassware to 20 locations across the U.S. But
when Rebello and his colleagues ran the numbers, they realized they'd
lose money on the order. "We couldn't fulfill this profitably."
It was a head-slapping moment.
The acquisitions
Throughout 2011 and 2012, Zenan worked their way out of this problem
by purchasing a pair of financially strapped glass and dinnerware
factories in the U.S., one in Rochester, New York, and the other, in
Ohio, outside Pittsburgh. Together, the acquisitions cost almost $2
million.
Rebello said Zenan's bankers told him not to make the investment. He
didn't listen, saying, "Entrepreneurs like myself get a kick out of
taking risks."
Since completing the acquisitions, Rebello has spent hundreds of
hours traveling between Zenan's Toronto headquarters and the two
factories as he pushed ahead with restructuring the facilities so they
could begin to deliver on the promise of improved access to large U.S.
customers.
Rebello soon found himself focusing on several key issues that arose in the wake of the acquisitions:
- Do due diligence on the due diligence. "We almost lost our
shirts" with the first acquisition in Rochester, says Rebello.
Before the deal closed, Zenan relied on a local lawyer to supply
financial information about the target firm. But once Rebello's
team took possession, they discovered that the information they'd
been given included a lot of falsified payables and receivables,
and double-bookkeeping. Zenan paid $250,000 for the plant, yet
ended up spending $1.2 million to sort out the problems. It's taken
almost two years, Rebello says, to stem the losses.
- Demographics and the workforce. At the Ohio facility, most
of the employees were nearing retirement. Zenan embarked on an
aggressive recruiting process to bring in younger workers who would
be able to use new technologies and deliver increased
productivity. Today, about half the employees are new hires.
- Hire trustworthy managers who understand your vision. When
Zenan completed the purchase of the Rochester factory, the company
decided to keep the former owner on as the operations manager.
After a year, Rebello says, it became clear that this manager was
"a major problem." The former owner was replaced with his
second-in-command. The new manager had a military background, which
pleased Rebello, a former lieutenant in the Indian navy. "He had
the necessary discipline with the operation. Knowing my background
and this man's background, I would give him instructions and they
would be followed to the letter."
- Invest in the right technology. Zenan picked facilities
that had ovens capable of reaching the temperatures needed to make
glass and dinnerware. However, much of the rest of the equipment in
the plants was outdated, so Zenan replaced the aging machines with
modern ones identical to the ones used in the company's Toronto
facility.
These days, Zenan's revenues include almost $4 million in sales in
the U.S. Heading into fiscal 2014, Rebello feels confident that he's
worked out the kinks that came with Zenan's new U.S. holdings. Thanks to
the technology and management changes, Zenan managed to win back some
of the previous customers of the two U.S. plants, and is now better
positioned to bid on large deals that have to be shipped to American
destinations.
"This year we'll show profit on the two factories," he says. "Next year, I'm looking at substantial growth."