5 minute read
BERT GEERINCKX, CEO REYNAERS GROUP: TOGETHER FOR BETTER
Music or mathematics? At eighteen, Bert Geerinckx hesitated between a musical or a scientific career. In the end, it became neither. His choice to study engineering led him into business where he quickly progressed into technical commercial management positions with the cherry on the cake: CEO of the international Reynaers Group, market leader in Belgium with Reynaers Aluminium and among the top five worldwide.
At the end of 2009, Bert receives a call from Martine Reijnaers. The leading lady of the Duffel-based family owned company is looking for an experienced general manager for the fast-growing business in Belgium and Luxembourg. Bert doesn’t have to think long about it. “An offer from a captain of industry with such a name and fame is not something you just put aside.” Bert bites the bullet and embarks on a path of success. Two years later, he is already Vice President. And another four years on, he also becomes Chief Sales Officer for Western Europe, Africa and Canada. Foreign markets now already account for 75% of the company’s sales. When in 2023 the external CEO leaves after barely two years, the Board of Directors knows who to call on to take over the torch.
Civil Engineering
Bert graduated in 1990 as an engineer in Civil Engineering Technology from the then De Nayer college, now KU Leuven-De Nayer Campus. He carried out his master’s thesis at the Belgian Building Research Institute, nowadays called BuildWise. There, he can immediately start working as a researcher after his studies. To upgrade his knowledge of IT, he is pursuing a master’s degree in Scientific Computer Applications at Hasselt University after working hours.
After four years of research work, Bert feels the time has come to gain industrial experience. This brings him to Gyproc Benelux, a manufacturer of building materials. “I started there in a technical position. As the company became more customer-oriented, I evolved towards marketing”, Bert says. “That meant I needed to broaden my competences.”
At the Antwerp School of Management, he follows an Executive MBA programme, evolving from specialist to generalist.
Marketeer
When Gyproc changes hands in 2002, Bert moves to Strabag Belgium, a large construction and engineering company in Antwerp. He becomes Business Development Manager there. “They were looking for a marketer who also spoke and understood the language of the engineers and could also go off the beaten track”, says Bert. However, he doesn’t stay on for long because less than two years later he is contacted by a former fellow student from the MBA programme with a very attractive proposal from Rockwool Technical Insulation in Roermond (Netherlands). “The position of Director Group Marketing & Business Development really suited me”, Bert continues. “Moreover, there were interesting career opportunities.” Indeed, after three years, he is promoted to Managing Director Europe of Rockfaon, a subsidiary of Rockwool specialising in acoustic insulation. In this job, Bert can spread his wings on the international scene. It would serve him quite well at Reynaers.
Profiles
In autumn 2009 when it looks like Bert’s position will move to Copenhagen, the call comes from Martine Reijnaers. In January 2010, he starts to work in Duffel. “Our brand name is immediately associated by many people with windows and doors, but our range also includes the profiles for certain walls, sliding doors and verandas”, Bert explains. “We also have smarthome solutions on offer, including components compatible with most plug-and-play hardware and software on the market.”
Incidentally, there is another misunderstanding that Bert wants to clear up. “We do not make finished elements ourselves. We produce profiles at standard lengths with the desired colour and finishing and all accessories necessary to build out joinery. Assembly, mounting and installation are done by independent craftsmen and SMEs. In Belgium, we have a network of more than 200 partners and installers who do the job at end-users’ premises.”
“Given the crucial role of local craftsmen, they can count on proper training, guidance and support from the company. For example, they all use one and the same software for preparing quotes and invoices to controlling the CNC machines for assembly and finishing.”
R&D
In addition to customer satisfaction, Reynaers is also strongly committed to innovation, R&D and engineering. “Tomorrow’s windows and doors will not be the same as today’s”, says Bert “They will, for example, have to perform better thermally, be more resistant to extreme weather conditions and meet higher acoustic requirements. We have our own test centre in the company -the largest in Belgium- to try out innovative designs and ideas.”
Like most companies, Reynaers holds sustainability in high regard. “On an operational level, we have already achieved a lot in this area”, says Bert. “With the Reynaers ACT, we go even further than the internationally set targets. By far the biggest challenge is raw materials. Aluminium offers the advantage that it can be fully recycled. As the demand for aluminium far exceeds the supply of recycled material we strive to purchase primary aluminium, produced with low carbon energy as well.”
Jubilee
The Reynaers Group achieves a turnover of 756 million euros in 2022, has branches in 45 countries, employs 2,700 people worldwide and serves over 7,000 partners and installers. In Belgium, the company has 900 employees: 500 in Duffel and another 400 in two painting plants elsewhere. In 2025, Reynaers will turn 60. “We will of course celebrate that anniversary extensively”, the CEO announces. “With our employees, partners and suppliers, we are still one big family. Together for Better!”
Yves Persoons
www.reynaers.com
