Genflex compounds its market share

4th Quarter 2014 News & events

Genflex manufactured its first hydraulic hose assembly in October 1991. The company held no agencies and relied on its competitors for stock. The racks and bins came from scrapyards and the first month’s turnover of R2600 had to sustain four people. Managing director, Bruce Garner recalls, “With one van between us we would comb Johannesburg, Richard’s Bay and Durban, sometimes leaving at 2 in the morning and not arriving back until after midnight.”

Hose was sourced locally, while most fittings were purchased from Genflex’s competitors. “When our local supplier, Sarmcol closed down without notice in 2004 with 125 000 metres of hydraulic hose outstanding, we booked a flight to Shanghai, China, to find a supply, “ says director, David Michelle. Garner and Michelle continued to visit different Chinese manufacturing plants to improve the quality of the hydraulic hose being imported.

Over the last 10 years, Genflex has opened a number of strategic outlets throughout the major cities of South Africa, which has increased its exposure and resulted in improved sales and profits. Major contracts have been won in the face of stiff competition from international companies. “We are achieving a nine figure annual turnover, with around 30% annual growth each year,” says Michelle. We believe that our name and products have been accepted throughout Africa and we aim to become the largest supplier of hydraulic hose and fittings in South Africa”.

For more information contact David Michelle, Genflex Hydraulics, +27 (0)11 900 3235, [email protected], www.genflex.co.za

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