Interview
demographic extension; Mrs Reichelt was heavily focused on Germany but now we are really focused worldwide so that has been a big change. But the spirit of the people is still the same, if not better. We have more than 100 people that have been in the company for longer than 10 years and 20 people who have been here longer than 25 years. I have been with the company for 30 years this year but I am not unique, we have many people that have been here a long time.”
Over the last six years since it was sold to Daetwyler Holding, it has grown even more and gone from strength to strength. The company has launched websites for the Austrian and Dutch markets in 2011 and the number of employees has also increased further. This year it has expanded services to Switzerland and the UK, which is its first location out of mainland Europe, and is continuing to increase its demographic. “Compared to Switzerland, the UK is a bit harder for us. The British people
don’t know us. We make pretty good business but it is easier to conquer you neighbour. Going to the UK is a little bit different, we have to tell our story again and again so that people really get to know us and what we do. I think the next big target will of course be France. France is on of the biggest markets we have here in Europe and it will be quite a big challenge for us.” The recent Brexit vote is having an affect on markets all across Europe and has been a big issue everywhere. “The current market for us is pretty good. The German business side of things is running really well. We were all looking forward to what would come out of the EU Referendum in the UK. We have no idea how the result will affect us at the moment but it will have a big impact on everyone.”
The company has started a campaign to help them increase their demographic further called #SupportPaul. It cleverly advertises reichelt in a very different way to appeal to British humour. “We have a very funny video and we try to leave you with a little smile on your face when you finish it. A lot of people find it very funny and we have had more than 150,000 views on Facebook and YouTube. And when you order from reichelt, you get a free reichelt jumper like the one Paul wears at the end of the video.” You can watch the video at the following link:
www.youtube.com/watch?v=qMJ2g--Mbeo. Timmermann has always been very hands on over the last 30 years with
reichelt and has played a massive part in the company’s success. He physically planned the layout of the company’s new logistics centre using Trix in his spare bedroom and designed its smart product commissioning system. There is still more to come from this company as they start to expand their demographic and push for success in many different countries.
www.reichelt.co.uk
www.cieonline.co.uk
Components in Electronics
July/August 2016 15
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