Electricity and Control November 2022

DRIVES, MOTORS + SWITCHGEAR : PRODUCTS + SERVICES

Celebrating 65 years and growing into Africa

Leading supplier of bearings and power transmission products, Bearings International (BI), has grown its countrywide distribution network by four branches this year and is looking to add a new complementary business unit to the existing four. This comes as BI celebrates its 65th anniversary in 2022. Managing Director Bart Schoevaerts, says, “Growth into Africa has been good and sustained due to demand, even during the pandemic. In our approach to the mar ket, we do not want to grow too quickly; we want to build sustainable growth, giving us a solid foundation. I believe we will continue to go from strength to strength.” Having been at the helm of the business for two and a half years, Schoevaerts came on board during the difficult Covid-19 period. BI, designated an essential services provider, was able to operate through the lockdowns and continued with its restructuring process. “It was the ideal time to drive change in the business,” says Schoevaerts. “Although we had grown significantly up to that point, the existing structure was insufficient to support ongoing growth. “We had transformed from being a bearings com pany to supplying ancillary products – from motors to fasteners,” he adds. “We stepped back to refocus and segmented the business into four distinct business units, each with its own operational structure. This, in turn, al lowed us to look much more closely at our customer ser vice and support.” He highlights that today the market has evolved away from the traditional concept of technical support to one where customers are much savvier in terms of trends and latest developments. “They are now enquiring if specific products and technologies are available and how quickly they can access them. This has meant we have had to adapt on the retail side of the business as well,” says Schoevaerts. The renewed focus on customer service and sup port also means ensuring sufficient stock of all the latest products at branch level. “That was a mindset change we drove throughout the organisation and one that has definitely resulted in significant growth,” Schoevaerts notes. Turnover has grown since he became MD and is expected to increase by more than 50% this year. “We achieved significant growth in difficult circum stances and against a backdrop of global supply chain disruption, caused by the pandemic and then the con flict in Ukraine,” says Schoevaerts. “All our products are imported, and we had to contend with issues such as ports being closed in China and no vessel or container availability.” Another factor has been price volatility. “Customers have been used to stable, incremental increases on a yearly basis, but are now having to review their cost bases at quarterly intervals to mitigate the impact of es calating prices,” he adds. A side-effect of this volatility has been a lot of smaller players falling by the wayside,

and it has levelled the playing field for the whole industry. In the light of all these changes, and espe cially the acceleration into digitalisation and re mote management and maintenance of plant and equipment, Schoevaerts says the traditional sales approach of physically visiting customers on a regular basis to introduce them to new technology or products and to gauge their specific requirements has given way to a new business model. “As we migrate to remote marketing we expect 60% to 70% of our direct business-to-consumer and busi ness-to- business sales will be online.” This has largely been driven by BI’s development of its own online portal, although that project took longer than anticipated due to the steep learning curve it pre sented – and in order to accommodate the complexity in choice and specification across the company’s portfolio of industrial products. Schoevaerts says the online portal is another way for customers to engage with BI, “over and above con tacting our sales representatives or visiting the nearest branch. Going forward the company plans to add more technical content to the online platform to provide added value to its customers.” He also highlights that for BI, being part of the larg er Hudaco Group is a definite advantage in Africa, due to economies of scale. “Major customers such as in the mining industry and breweries see us as a trusted part ner as we grow into Africa. Being part of a larger group we offer customers security of supply and the financial stability of the overall business,” Schoevaerts says.

Bart Schoevaerts, MD, Bearings International.

For more information contact BI. Tel: +27 (0)11 899 0000

Email: info@bearings.co.za Visit: www.bearings.co.za

BI is a leading distributor of power transmission products, including IE1, IE3 and higher efficiency motors and variable speed drives.

NOVEMBER 2022 Electricity + Control

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