Swiss DKSH acquired Primatex, the Indonesian representative of Monforts
It is a long success story, the partnership between Monforts and its representative in Indonesia. Primatek, it has seen more than 200 Monforts stenters installed during the past 15 years
With the acquisition in 2013 of Primatek by the Swiss DKSH, formidable resources are now being deployed to ensure that Monforts remains the premier brand name for quality in the Indonesian market, and that the company’s technology helps producers to enhance the8ir own production and become even more competitive. Thus, the acquisition strengthens the Monforts brand in Indonesia.
Primatek was founded in 1994 by Walter Widmer and became the representative for Monforts in 1998. Widmer believes that” DKSH is the ideal partner to take the company forward into the future, with Indonesia’s market becoming more regulated and backed to a greater degree by international experience.” Widmer has become Head of Country management and >President Director of DKSH in Indonesia.
DKSH is a leading market expansion services group, with a focus on Asia, bridging complex markets with and between Asia Pacific, Europe, and the Americas. The focus lays on helping companies grow their business in new or existing markets, offering a package of services that includes organising and running the entire value chain for an product, from sourcing, research and analysis, through marketing, sales, distribution and logistics to after-sales services. For DKSH, Primatek has brought with it one of the largest sales and service organisations for the Indonesia’s textiles industry.
Indonesian mills are looking at improved quality, production volumes, and energy savings, states Widmer, and he continues “they need this domestically, and the exporters also need this to be able to compete with other regional producers in the European market. The rising costs in China and the image problems that the Bangladesh producers are currently facing, for example, are two opportunities that ore opening up for the Indonesians. This is a ferociously competitive business internationally, and when our producers can position themselves to take market share away from other producing countries, they can make dramatic advances in the markets.”
Domestically, the Indonesian textile and garments market is developing quickly. It is a strong local market. Widmer explains: More than half of the population is under the age of 30. Consumption of textile products is now 7 kg per head annually. During the 1998 economic crisis it had dropped to 3 kg. Before the crises it settled around 5 kg. Along with the volume, the demand for quality is increasing. The middle class is growing, and driving the market. People want better quality, and they want more fashion. Not just in clothing, but home textiles, everything. The German Monforts technology, manufactured in the Montex Company, Austria, is top of the market in Indonesia for special applications such as special widths and materials, including Technical Textiles. At the same time, the arrival four or five years ago of the Chinese-build Monfongs brand has widened the market potential. The Monfongs machines are quality-wise every bit as good as the European model, but there are some producers who prefer the all-European brand. Also, the Monforts stenters offer the potential for creative design and production, and they will handle wide widths, and allow for the production of exotic styling and technical fabrics. So, while Monfongs stenters give both quality and a price competitiveness that is attractive for a mill that might otherwise have considered an Asian brand, Monforts stenters are in a class of their own.”
He continues: “We are finding now that with the younger generation taking over the production houses, there is more consideration being given to long term quality, environmental protection, energy saving, etc., plus, of course, the quality and durability. Thus, we see a growing potential for both Monforts and Monfongs.”
He states: “There is also the irresistible pull of new technology. We are about to introduce a stenters in Indonesia that has a speed of up to 200 m/minute. The market for high tech (Technical and specialised applications) may be limited to only a few producers, at this stage. But what a boost for the brands image that is!”
At the upper end of the market, the potential is good for the new Monforts Thermex continuous dyeing range, fitted with the Econtrol thermosol process. Producers are attracted to the economies in usage, along with the quality process, adds Widmer. He continues: The Econtrol process ensures low consumption of chemicals, energy and water. Because this is an attractive development, we are promoting the Thermex to the industry in Indonesia, and are gaining considerable interest, mainly from customers who have experience with the Monforts stenters. The DynAir relaxation dryer is also of interest to those producers who are now realising that advanced technology will help them to progress in both, the domestic and the international markets. We are seeing some take-up here, and anticipate that this unit is becoming an important part of the product range as the industry continues to evolve.”