Vicente Soler, commercial director of IMEX Products: «We have managed to bring design, quality and price to the public»

Vicente Soler
Vicente Soler, commercial director of IMEX Products.

IMEX is a big family and it shows in the conversation with Vicente Soler, commercial director of IMEX Products. Soler is one of the people who has been with the firm the longest and knows perfectly well a sector in which the company takes issues such as quality, design, affordable price or close treatment with customers and distributors as its flag. In the coming months, innovation, new materials and the latest finishes will be transformed into a good handful of novelties with which IMEX seeks to continue offering products in which technology, design and affordable prices are the maximum. 

–What makes IMEX different from the rest of the brands?

–At IMEX we are dedicated to the marketing and manufacture of faucets. We entered the market in a medium-high range sector and, over time, we have been adding products in which design prevails. We had as a reference the leading manufacturers and designers in the market and, based on this, we began to work with our own products. We develop the product, we start designing with 3D parts and we work until we reach the final product. IMEX's goal is to be present in more market segments and be accessible to all pockets. For example, if a customer does not have great economic potential, a cheap shower rod can be bought and he can have it at home with a very good design. Or that the customer who wants more quality and wants to spend more money can also have access to it.

–What products currently define IMEX?

–We cover from normal chrome, black tones in electrophoresis and we incorporate in the latest catalog the PVD coating –Physical Vapor Deposition–, a great unknown in the market. Due to its price, this material was not accessible to the majority of the public, since previously a PVD piece was around 400 or 500 euros. However, IMEX has washbasin taps finished in PVD, with a trendy design such as brushed gold, for 98 euros. With this line, we open a door to the public that until then was closed. This means that a lot of design and quality can be offered, but at a very competitive price; there is no need to resort to a much more classic and more conventional faucet because the economy does not allow it. That is the idea that we have at IMEX and on which we continue to work: to have highly designed products at a price that is very, very, very competitive.

Vicente Soler
Vicente Soler, commercial director, during the interview at the brand's facilities.

–Why should you bet on the PVD?

The client must opt ​​for PVD because it is highly resistant to external agents such as corrosion, lime, cleaning products, etc. It is a very resistant material, which was originally used in the watchmaking industry and which arises from the combination of electricity, magnetism and knowledge of chemistry in the gaseous state, which makes the piece harder. A conventional piece painted in gold, gray or black, if it were to suffer a blow or an attack from an external agent, would be much weaker than one finished with PVD. In addition, it has other advantages such as that it is anti-fingerprint; if we touch a chrome piece like the ones on the market today, it would be marked, not like with PVD. It also has a kind of steel, so cleaning is much easier than the conventional product. We are heading along this line of making more pieces and more colors in PVD, because the market is demanding alternatives to chrome, white and black colors. Both the decorator, the architect, and the new construction are looking to incorporate new colors and from IMEX we are going to present shortly a new update of our catalogs in which we are going to incorporate more PVD and more colors in the current lines.

–What can you tell us about these developments?

We will present the novelties in two parts. The first will be launched during the month of October and will be a catalog called 'Solo Cocinas', which will include all IMEX kitchen taps. In it we incorporate new taps, technology –for example, a tap with a temperature sensor–, several new series, new finishes, new shapes in the spouts, more colors and more products with the finish PVD. We have series with a lot of rotation and we are once again expanding series, going from three colors to seven in three lines. Thinking about next year, we will incorporate new series and taps, with new designs, looking for diamond-like rhomboid shapes, with thermostatic taps or aerators that enhance water saving. This second part will surely arrive with the new year.

–Innovation is one of IMEX's strengths. How does that bet translate?

–The commitment is to continue innovating, in the department of continuous improvement, together with the technical service and thanks to the conversations that we have daily with customers, who are contributing ideas that help us to develop new products. Like, for example, the Turn Clean System cartridge, which is self-cleaning and not affected by limescale; like the new aerators; or as a hose that we also plan to incorporate soon with a reduction in water flow. We are working day after day.

–Another key point of IMEX is its proximity.

–All of us who form IMEX are a family. The human value here is very important. It is not a figure of speech, it is real. With this we also get all the departments to be connected, there are no distinctions. It is about bringing the spirit of a family business to the present day.

–IMEX has a strong international presence. What are the main lines of that strategy?

–Currently we export around 28% of the turnover and the strategy is to continue opening the European market and cross its borders. We have a project in Colombia that is already underway, another in the Dominican Republic, and we continue to expand our commercial network in countries such as Italy. By proximity, Europe is the first thing we try. Hence, we are already consolidated in places like Belgium or France. We want to reach all the points that the market allows us. The market is young and we have a competitive product; It is not an exclusive product in which quality and price are at odds. Design, quality and price can coexist perfectly. That was not possible before and those who wanted design had to pay for it, just as those who demanded quality, design and the latest technology had to pay even more. At IMEX we have managed to bring these three premises, design, quality and price, to the entire public. Our idea is to continue working on it and betting on design. Our goal is design, energy saving and water saving, and we continue to work on that.

–After-sales service is one of IMEX's strengths and something to boast about. What kind of care is provided?

–Since IMEX was created until today, after-sales service has been our main base. Without a good after-sales service, a company has no future. Our after-sales service is dedicated to both the end customer and the distributor or intermediary. Customer satisfaction is essential for IMEX, so we work to provide a satisfactory response in all cases. Since we started, our Customer Service has worked impeccably and, for this reason, we receive great feedback and great value through social media channels. In addition, we now have more channels to deal with requests, including WhatsApp, through which they send us videos to be able to see the problem and solve it more efficiently. It has been the case that installers who have never worked with a piece of ours call us and from here we have been able to send them a video to help them more directly. A plumber who is well cared for, an intermediary and a final customer who solves any incident, is a huge satisfaction for us.

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