Moving with the market
May 1st 2005 Interpump Cleaning (IPC) has put together an impressive range of floorcare models by combining a number of brands to achieve a coherent and comprehensive market coverage.Tim McManan-Smith went to IPC’s headquarters to find out the story of its success
IPC’s floorcare range has come about from the integration of three companies into one.A cornerstone of the new range is the resurrecting of the respected Gansow name.Gansow went into liquidation in 2001 and was purchased in 2002 by Interpump. It is now expanding production of the high quality product range with customer confidence bolstered by the investment and stability of the large Interpump Group behind it.The other two companies are Floor and Teknova which have been combined into the brand name IP Cleaning.
This was originally formed with scrubbers from the Floor range and Sweepers from Teknova; however, IP Cleaning is now developing the range in its own right.
The production has been consolidated into one factory at Villa Bagno, Reggio Emilia. It is 26 000 square metres and manufactures over 30 models, available in 90 different versions.The site includes the 600 square metre showroom and floorcare training area. Displaying all different types of floor surfaces and the whole range of scrubbers and sweepers are ready to use in this area. A purpose built training room features the latest computerized projection technology and graphics.
This facility offers to the international IPC dealer network and their end user customer’s state of the art training technology with full interactive experience.
Market research by IPC estimates the size of the worldwide sweeper market at around 240 million and that of scrubbers to be 400 million.
(This estimate of value being calculated at net price exclusive batteries, chargers, and any accessories.) The pie charts show how this is split in size of machines; from mini walk-behind models up to large industrial ride-ons. It is clear from these that dominance in the mid-range results in a high overall share of both markets.The Gansow and IP Cleaning brands are both strong in this area and IPC are expanding both ranges to give higher coverage of all sizes.The Gansow range is traditionally strong in the medium to large sweepers and scrubbers and this has been supplemented by the additional IPC models to cover the lower range to accommodate the needs of Gansow customers.The IP Cleaning range has been bolstered in the larger range with the addition of Gansow heavy duty sweepers and scrubbers.
Lorenzo Catellani, export area manager - Floor Care, believes that “by targeting the medium range we have a bigger market and although we have large coverage at the small and large ends, the strength lies in our products across the most popular ranges”. This goes for both sweepers and scrubbers and also walk-behind and ride-ons.“Cleaning indoors is very important, so there is a greater potential to sell more scrubbers than sweepers.The sweeper market is more stable whereas scrubbers will continue to increase in popularity.”At present IPC makes a lot of private label machines (40% of production) for other companies.
Richard Slater, UK & Ireland manager, IP Cleaning thinks that IPC are well placed to take advantage of recent developments in cleaning methods.“Health & Safety is dictating that operators cannot lift or push loads that are too heavy this has led to a reduction in the use of large walk-behind models and a move towards smaller ride-on models.Also, particularly in the retail sector, the trend towards larger premises which are open 24-hours-a-day will again stimulate the demand for ride-on technology.”Ride-on machines are more productive and can cover the larger areas required.Also, with regard to the need to clean while the shop is open, by taking less time they are not in peoples’way for so long.“Daytime cleaning has led to the need for products that have lower noise and no cabling requirements that might trip people up...the new 464 carpet cleaner addresses all of these concerns {see over the page for a run down on the 464}; it has no cables, is low noise and it even automatically cleans the skirting with you having to think about it. Although this can be done with a vacuum cleaner if the operator uses a crevice tool, how many times have you seen a cleaner going along the skirting with one?,” asks Richard.
The future looks bright for IPC and not just the floorcare division. IP Cleaning has been sold by Interpump for 220 million to two investment funds: BS Private Equity and MCC Sofipa Equity Fund; with Interpump holding 17.3% of the shares in the new company. Giulio Vernazza, director of sales and marketing - Floorcare, commented that “the investment will create the necessary growth for a cleaning company that positions itself in the top four in the world for cleaning equipment”.The floorcare division itself is strengthening its positioning in the UK market. IP Cleaning Floor Care has a network of 12 distributors throughout the UK and Ireland and Gansow which concentrates of the premium end of the market is currently attracting the interesting of a number of high profile customers. It seems that with intelligent market positioning it IPC will appeal to the needs of most cleaners and contractors within the UK. More articles from IP Cleaning SPa: | 
