French Stella definitely new owner AVZ

Catalyst for further development

In April, it was announced that France's StellaGroup acquired CRH Shutters & Awnings (CRH S&A). Z&R reported on it in Z&R's Journal 3. After necessary approvals were granted earlier in May and June, the deal was finalized on Thursday, June 20. As a result, StellaGroup has become one of the leading European players in the market for sun protection, façade closure, garage doors and outdoor living products. 

Until now, StellaGroup has been a leading player in the French market in roller shutters and rolling gates and grilles. The five brands that already belonged to the group are La Toulousaine (gates), Profalux (shutters, exterior blinds, garage doors), Eveno (shutters, exterior blinds, gates), Sofermi (shutters, blinds) and Flip (shutters, exterior blinds, gates). The company has grown within France mainly through acquisitions and, with the acquisition of CRH S&A, is now entering the European market outside France, where 45% of sales will soon be are generated. 

CRH S&A was already one of the largest manufacturers of roller shutters, awnings, patio covers, garage doors and outdoor living products in Western Europe with sales of more than 200 million euros in 2018. Companies belonging to the group were Alulux (shutters, outdoor blinds, screens, garage doors), Erhardt Markisen (blinds, patio covers, outdoor living products), SWS UK (shutters, garage doors, security grilles) and AVZ Group (blinds, components, outdoor living products). All are active in key European markets, including Germany, the Netherlands, Belgium and Great Britain. These companies will continue as StellaGroup Northern Europe after the acquisition. 

Terrace cover Piazza with Summerlight veranda awnings.

AVZ-Group is thus one of the companies now passing into French hands. Managing Director Niels Beerens and Chief Financial Officer Bernard Klootsema comment on the acquisition on behalf of AVZ-Group. There seems little reason for great excitement, as not much is expected to change in the short or long term. "StellaGroup is federated, which means that the group's management emphasizes the individual responsibility and identity of the companies that are part of the group," Beerens said. "We welcome that. It means that the independent position that AVZ Group also already had within CRH S&A will simply remain under the direction of StellaGroup." As Beerens speaks those words, a truck from AVZ is just turning onto the Kanaalweg. "Look," he says. "One of our new trucks. Deliberately executed in our house style because we want to expressly emphasize our identity as AVZ-Group. 

want to - continue to - propagate" Although all companies within the group will maintain their independence, the intention is of course to look for synergy between StellaGroup on the one hand and the companies stemming from CRH S&A on the other, Beerens and Klootsema emphasize. "The CRH companies were already looking among themselves for opportunities to work together," Beerens said. "That process was already underway, but is gaining momentum as a result of the acquisition. Cooperation with the French companies that already belonged to StellaGroup is now being added. That cooperation must have added value and be aimed at strengthening each other. In this sense, the acquisition by StellaGroup is a catalyst for further development." Incidentally, also for StellaGroup itself, which through the cooperation with the former CRH companies in principle now has the opportunity to expand its product range with sun protection (other than outdoor blinds, as they already carry these) and products for outdoor living.

AVZ-Group appreciates StellaGroup's emphasis on innovation. "That fits AVZ," Beerens notes. "Being part of Stella- Group gives us the opportunity to take the next step in meeting the needs and wants of our customers by accelerating innovation, but also by further improving our performance and the efficiency of our operations." 

Cubola Solidare.

"It is important then to remember that this is not an acquisition out of necessity, but out of strength," Bernard Klootsema observes. "StellaGroup is in very good shape, as are the companies emerging from CRH S&A. For AVZ-Group, 2019 is another very successful year. Our employees will therefore not notice much of the acquisition, and our customers, for that matter neither." 

Incidentally, business organization-wise there will be some changes within AVZ-Group, Klootsema continues. "Then, for example, it concerns matters that used to be arranged through CRH Group. But it is more a task for management to solve all that. Our daily functioning will not be affected by that." 

Niels Beerens concludes by saying that there are plenty of opportunities for AVZ-Group even after the acquisition. Of course the economy is doing well, which means people have more to spend. Of course, the sun protection industry is also benefiting from this. But there are some other developments that are in our favor. The housing market is tense, so moving is not always an option. People are more likely to choose to invest in their own homes. In addition, people increasingly realize that the warm periods we have been experiencing in recent years are not the exception but rather the rule, and that measures are needed to prevent their homes from heating up. This is where opportunities lie for our industry. It is up to us - manufacturers and suppliers, as well as shading specialists - to seize them. Being strong together within StellaGroup will then certainly bring benefits!"