MAKING THE LIFE OF THE HOMEBUILDER EASIER
TRADE FAIRS CALENDAR
INTRODUCING A STRATEGIC PARTNER: DOW CHEMICALS
WOLF TALES SPRING | SUMMER 2016
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OLIVÉ under restyling
WOLF’S CREDO GREEN THINKING IN CONSTRUCTION WELCOME TO THE PACK!
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EasyPRO Spatula® + 04 Topelt ruudud
“THE PESSIMIST SEES EVERY OPPORTUNITY AS A DIFFICULTY. THE OPTIMIST SEES A DIFFICULTY AS AN OPPORTUNITY.” The leaders of our wolf pack have been sitting together a lot in the last half year discussing common goals, which would be easily understood, achievable and inspiring. Hours of discussion have produced the WG strategy until 2021.These aims now need to be made clear to every worker in every unit. Simple, of course? Of course not. How do you achieve that a salesperson in Russia and a worker in Spain think the same way? We can only be successful as a team when
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we know that we can count on everyone. What to do so that the words are more than just a motto? To obtain the maximum from yourself and your team no big words or strategies are required. There is a series of simple, self-explanatory principles following which will make us the best in the world.
Wolf’s credo: »» »» »» »» »» »» »» »» »» »» »» »» »»
I am precise I know my field I do care I am part of the Group / Team I value and respect the work of others I meet deadlines and keep promises I answer all the questions and, when I do not know the answer, I say so – as the work of others depends on this I give recognition to my colleagues My criticism is constructive I know that my Team will be assessed based on my work I always do my best I am an optimist - every problem is an opportunity And above all, we are all here because the client is out there!
If you feel you want and can follow these principles, then the success is guaranteed. Simple! Certainly for many. If for everyone - then we are indeed the world’s best team!
Jaan Puusaag Chairman of Wolf Group / Krimelte
2 Editorial 3 News 4 Meeli Pedak: “We are located in tiny Estonia, but we are big.” 5 Running out of the comfort zone – Oriol Burzon 6 EasyPro Spatula ® – for smooth sealant application 8 Penosil EasyPro provides homebuilders with new, unique opportunities 9 OLIVÉ brand restyling project launched 10 Wolf Group at trade fairs 12 Green Construction – creating a better and more efficient environment 15 Partner: Dow Chemicals 16 Gallery 18 Insight: Newcomers 19 Congratulations: old-timers, birthdays, new parents
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THE YEAR 2016 is in full swing. Finally, the WG had broken out of the downward trend and with the spring sunshine looks optimistically to the future. A teamwork year is in progress. Speaking of the team, let us take a look whom it consists of. In our daily work we do not think about how diverse our team is. It is a packaging worker in Russia, salesperson in Romania, lab worker in Spain, shipper in Estonia, etc. They are all part of the team with whom we strive towards our goals on a daily basis. The average wolf is 40 years old, 2/3 male, 1/5 Spaniard and 1/4 Estonian, with vocational education, employed by us for over five years and has two children: a son and a daughter. We have before us a task, which at the same time is easy and difficult. Does the entire wolf pack understand our goals the same way, are we all clear that we are all working towards one and the same goal?
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IN THIS ISSUE
Introducing contributors NIGEL PITTMAN PR consultant for 12 years specialising in construction, having previously been a marketing director and manager with leading building product manufacturers for 25 years. Writing in this issue about green thinking in construction. ANNELI KULVER has CMI in marketing & sales, BA Degree in public administration. She has been working in Krimelte since 2007 by having an experience in product labelling and marketing project management. In this issue she writes about presenting Wolf Group at different fairs. PHILIP P. PHILIPOFF has multicultural background and professional experience on management, marketing and communications position in consumer goods, real estate and services. Philip has been Marketing director of Krimelte since 2012. He covers several topics in this issue.
WOLF GROUP ESTABLISHES PRODUCT MANAGEMENT DEPARTMENT
Wolf Group announced the creation of a new unit within its structure – Product Management Department. The position of its first Manager, who would be in charge of the product management in the entire Group, was entrusted to Veigo Kallaste. Mr. Kallaste joined Krimelte in 2012, and was in charge of the construction management and, later, of the R&D project management. Among numerous other successful projects he ran, Veigo was instrumental in creating the final design of the new EasyPRO spatula.
JAAN PUUSAAG THE MUSICIAN
WELCOME TO SPAIN, PENOSIL EasyPRO! In March this year, Wolf Group launched the new PENOSIL EasyPRO retail concept on the Spanish market. If OLIVÉ is the Group’s product brand directed towards industrial clients, construction companies, and hard-pro users, PENOSIL is aimed at providing solutions for the professional and hobby builders. PENOSIL EasyPRO line has been present on the Portuguese market since the second half of 2015, and, after its success there, it is now turn for other well-developed markets to implement it.
No, this is not a joke. The Chairman of the Board of Wolf Group / Krimelte Jaan Puusaag participated and reached the finals of Firmabänd 2016 - the competition for company bands - as a member of VIA Pallas, the band of his tennis club. Jaan’s band was successful and received the JCI special award, which gives them the right to perform on June 2nd at the Town Hall Square of Tallinn.
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“We are located in tiny Estonia, but we are big.” ACTUALLY, Meeli has worked for
In January 2016, Meeli Pedak was appointed as Krimelte’s Purchase Director and tells us what challenges the new position gives her and what she likes to do in her free time.
Krimelte already for five years as Supply Chain Manager. The new year brought the new challenge of Purchase Director. Meeli much enjoys working for Wolf Group, stressing the many facets of her work given by the different production and sales units in Estonia, as well as abroad: “It gives the opportunity to communicate with people from different cultures. It is also important that there is the possibility to change and improve processes oneself. It is a good feeling to be in tiny Estonia, but to be big!” Krimelte OÜ is one of the few companies in Estonia, which on one hand has a far reaching global grasp, while on the other hand the owners and leadership are in Estonia, which Meeli considers to be a great asset. Meeli also has the experience of working in a company where the boss was in another country and decisions were made elsewhere. The possibility, on the company level, to quickly and flexibly react, make decisions without too much bureaucracy, gives the company the opportunity to develop quickly and give each employee a chance to participate in the process. Meeli considers having good colleagues to be important for the work - someone, with whom one can pleasantly strive towards common goals!
Challenges give satisfaction
In her new position, Meeli aims to contribute to the maximum into development of the company, hoping that her
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eyes are sufficiently open to see all opportunities that are provided and use them wisely. She does not establish longterm goals because the situation continually changes and flexibility is required. Short-term goals, which are more concrete and involve improving, augmenting processes, problem solving and daily activities are numerous and require simple effective actions to be taken. “In summary, I always try to give my best in all I do as only then good results are possible, which in turn gives new energy for carrying on,” says Meeli.
Positive attitude is the key to success
Meeli firmly believes that motivated employees and good cooperation are the key to achieving good results. Therefore, her aim is to motivate the employees in her department in a way that they come to work happy every day, feel positive and satisfied. “I take difficulties and situations that require solutions as a challenge, because I do not like unresolved situations and standstill. Every mistake offers the opportunity to become smarter and learn from it,” she says. Meeli uses the same principle in her private life too, and she prefers to spend her free time actively with her family. “It is fun to make family trips in the summer, but also to go to the country side to harvest potatoes or just put on joggers and take my sons and husband out to play football.” Meeli also enjoys getting her hands dirty – her garden has many flowers and plants, including 40 different kinds of roses.
Running Out of the Comfort Zone
As a long distance runner, Olivé Química’s Production Manager Oriol Burzon knows it takes a lot of effort, consistency and sacrifice to run an ultra-trail. Small steps lead to the big target in running, the same as small improvements lead to higher productivity and quality in production. CONTINUOUS DEVELOPMENT
and pushing the limits are Oriol’s drive and motivation. He is in charge of production of silanes, silicones and adhesives, as well as of the warehouse and maintenance at the Olivé Química production site in Gavà, near Barcelona. When he joined the company in January 2015, there was a slight disorder in the production process, Oriol remembers. Since then, he has been working to improve it. “I really like that each improvement we are doing here around production is easily felt and seen in the daily work of all the employees,” says Oriol. Contrary to perceptions, work in the factory is different every day and it is one of the reasons Oriol enjoys it. For example, on the day of the interview he spent five hours from the early morning trying to resolve a breakdown of a machine. “It is not possible to get a routine. Now, I’m awaiting the next problem,” Oriol says joking. He has no illusions that problems related to the production process can be
solved by pushing a single button. “It is done step by step. Always. The main target in any factory is to improve safety, quality and productivity. For me the key principle is to prioritize the main issues. If you know where to put the focus, then improvements come along,” says Oriol.
Passion for Mountains
Oriol’s big passion is being in the mountains. He grew up in the mountain village La Llacuna with a population of less then 1000. “My first memories are of always being in the mountains – hiking, cycling, climbing, skiing or running,” tells Oriol. As he likes to bring himself to his limits, for the last four years he has been running mountain races longer than marathon’s 42 kilometres and called ultra-trails. Usually he runs four to seven days a week depending on the race season, which starts in April and lasts until October. The longest race he has finished was of 120 kilometres, which Oriol managed to run in about 17 hours.
No Pain, No Gain
Oriol finds that ultra-trail running helps him significantly in daily work. “In production we have yearly targets, which could be compared to a season of ultrarunning - the big targets are not achievable with just one step. We have to make a lot of little steps, and each step is a little target that you have to focus on. To achieve this and keep motivated, you need to put an effort, consistency, sacrifice and to never give up. Then anything is possible,” explains Oriol. In two three years, Oriol would like to run the Ultra-Trail du Mont-Blanc in less than 24 hours. It is regarded as one of the most difficult races in Europe with a distance of 166 kilometres, where some passages are in an altitude higher than 2500 metres. “I’m running because of who I am. I am doing these races, because I don’t like to find myself in a comfort zone. I’m looking to improve and find my limits. Today, when I finish work, I will also go running in the mountains,” says Oriol.
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EasyPRO spatula® – 01 Tähed/ruudud
for smooth sealant application PENOSIL EasyPRO range now comes with free accessories, simplifying the use of products. ALONG WITH THE LAUNCH of
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Spatula’s Design – a Teamwork
The design of the spatula evolved and changed several times over the course of the project. “We don’t have a designer in the Wolf Group. For the spatula, the designer was our entire team. We tried to get the best user experience and workability for the spatula tool,” says Veigo Kallaste, Head of the new Product Management Department in Tallinn. One of the initial, hand-drawn sketches of the spatula’s design came from Jaan Puusaag, the Chairman of Wolf Group / Krimelte. Veigo Kallaste, as a qualified engineer, added some ideas, as he is familiar with the specifics to successful application of silicones and sealants. Other members of the team also contributed their ideas. Overall, it took 16 months to perfect the spatula design and to bring the product to market. Throughout the process, different shapes and materials were tested. Three months were spent on testing materials to find the right plastic for the spatula. The corners of the spatula were turned into a bow shape, so it could be used to clean the edges of the joint.
the new product line, PENOSIL EasyPRO, Wolf Group is also introducing a brand new free accessory to the market, which allows easier application of silicones and sealants. Wolf Group has designed a custom-made spatula, making the application of sealant hassle-free for customers unfamiliar with joint fillers. Both, the new product line and the new accessories, are aimed at guaranteeing the best possible user experience. When Wolf Group started to work on the EasyPRO project, the main objective was to improve the user experience. “The challenge was that if a customer went to a shop and bought a sealant, no matter how good the quality, or how expensive the product that he’d bought was, 80% of customers were not satisfied with the result. It was not because of the product quality, but because customers did not know how to apply the product correctly,” explains Dovydas Auštras, Wolf Group’s Retail Sales Development Manager. Therefore, in the process of development of the new EasyPRO line, Summa — the Spanish design and branding agency, came up with the proposal that a spatula should be created for easier sealant application.
JAAN PUUSAAG, Chairman of Wolf Group / Krimelte “The first feedback from the market has been very positive. Accessories are welcomed with excitement from resellers. It distinguishes us from the competition. We hope that the end user will find the accessories as good as the resellers have done so far.”
The First Feedback – Even More Positive Than Expected
Wolf Group has already launched the spatula in Portugal, Lithuania, Estonia, Latvia, and Spain. Other markets will follow, and the Group expects that by the summer of 2016 all markets will be selling the EasyPRO sealants range with the spatula included. “The pilot markets were Lithuania and Portugal where the new line and the accompanying accessory was a success. Entry to the markets was slightly delayed, but, regardless of this, up till now the results have been very rewarding. Now there is the question of localisation,” says Tiit Arro, Business Development and Marketing Director of Wolf Group / Krimelte.
“The feedback is more positive than we have expected. When the customers see the EasyPRO spatula, everyone says: “Yes, this is what I need,” but no one had thought of providing it before,” adds Dovydas Auštras. Beforehand, if only 20% of home users were satisfied with the job that silicone or sealant was doing because they hadn’t managed to use it properly, now the situation has turned around. 80% of customers are satisfied with the job they now get with the EasyPRO spatula, and 20% are not. “We are working on those 20%, to develop for them the best instructions and advice on how to use the new tool in order to have really great results,” adds Dovydas Auštras.
A New Standard for Sealants
Wolf Group is currently the only company to provide such a spatula for sealant application together with the product, free of charge. “The spatula is unique nobody offers sealant products with such an accessory. There are, of course, tools available on the market, but none of them comes directly with the product,” says Tiit Arro. The EasyPRO spatula is now patented. Dovydas Auštras adds that competitors are looking closely at Wolf Group and they will most likely try to come up with something similar, but it cannot be exactly the same. However, probably there would be no analogue product on the market for about a year or two, as it is not easy to develop and mass produce it.
“What we feel towards the competitor reaction is that we have set up a new standard for sealants on the market. I believe that within Europe, in the next 3 to 5 years it will not be possible to sell a premium range sealant without a spatula included. This will be a kind of a standard thing that everyone will ask for. So, we are dictating the fashion trends,” says Dovydas Auštras.
Not The Only EasyPRO tool
The EasyPRO spatula is not the only free tool to be offered with the new concept. A patented EasyPRO foam applicator is supplied with some of the PUfoams in the range, to ensure professional gunfoam application results, without the need to purchase an expensive foam gun.
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roof tiles, or strengthening window and door joints. The product category also includes a 100% silicone sealant, which may be used in- and outdoors for sealing expansion joints; weatherproofing windows, doors and suspended facades; sealing joints in bathrooms, kitchens, mirrors and other glasses, as well as sealing ventilation and water pipes.
provides homebuilders with new unique opportunities Wolf Group / Krimelte, a leading European producer of construction materials and chemicals has further simplified the life of homebuilders: the new PENOSIL EasyPRO product series is equipped with an unique set of accessories.
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THE SERIES CONSISTS of 10 different products where PU-foams and sealants are characterised by area of use, for example, “Window & Door”, “Kitchen & Bath” or “Gaps & Cracks”. Finding the appropriate product quickly is easy.
Should the homebuilder not know which PU-foam or silicone is required, the recommendation is to choose PENOSIL EasyPRO All Purpose product. These products are designated as “Multipurpose”. PENOSIL EasyPRO All Purpose PUfoam can be used for mounting, sealing, as well as filling: creating hermetic joints and cracks, providing sound and thermal insulation; as well as sealing joints between insulation materials and
PENOSIL expects products to offer consumer convenience and user-friendliness. To achieve this, EasyPRO range products are equipped with task relevant tools. The combined use of EasyPRO All Purpose PU-foam and the EasyPRO foam applicator halves the quantity of product required (in comparison with traditional manual adapter PU-foam). The homebuilder saves money: Using the foam no longer requires a foam gun as the EasyPRO foam applicatorachieves a comparable professional result. While examining manual adapter and gun foam, straw foam has a greater expansion effect. The patented technology of the EasyPRO foam applicator improves the result by making it equivalent to that of a gun foam. The applicator is simple to use even without prior experience: dosage is exact, there is no unwanted after expansion, product waste is minimised. The latest product development for silicone, hybrid, and acrylic sealants is the EasyPRO spatula, which produces perfect results with minimal effort. Without tools, achieving a correctly sealed result requires a somewhat experienced builder’s hand. The new spatula, which also doses the sealant, is unique on the market and with little practice produces a perfectly precise result. Wolf Group / Krimelte has patented both EasyPRO tools. The new product family combines the Wolf Group retail sales experience with production companies for creating professional solutions for sealing jobs. The product line is now available in all wellequipped building supply and DIY stores throughout Estonia, Lithuania, Latvia, Portugal, and Spain. Additional information: www.penosil.com/easypro
INSIDE WOLF GROUP
THE COMMUNICATION of the
OLIVÉ brand will be under the Building Green motto, which will be expressed through a new logotype, new packaging design, and a totally new corporate identity. The new brand image will adequately reflect the fact that OLIVÉ responds to the challenges of modern architecture with energy-saving sealing solutions, and in this way contributes to a more sustainable world. The branding agency SUMMA is headquartered in Barcelona, and has offices in Madrid, Spain, as well as in Lisbon, Portugal. At the beginning of 2016, SUMMA merged with another renowned branding agency, Coleman CBX, which itself has 25 years of successful experience.
Among the great brands of today
According to Jordi Mateu, Managing Director of SUMMA, the new joint agency
will be in the position to offer twice the level of resources to their clients, including Wolf Group. Another particular benefit for Wolf Group originates from the fact that Coleman CBX are well-established in packaging design projects and have a creative team with the requisite experience. The impressive list of SUMMA’s clients includes, among others: INDITEX (the biggest fashion group in the world, which owns brands like Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home, and Uterqüe), PEPSICO (the multinational food, snack and beverage corporation), REPSOL (the integrated global energy company), MERCK (the global pharmaceutical and chemical company), The Santander Group (the largest bank in the Eurozone by market value), RTVE (the Spanish Radio and Television Corporation), Adveo (the European leader in office supplies and services), la Caixa
OLIVÉ brand restyling
After the success of the first joint project - the development of the PENOSIL EasyPRO concept for DIY channels, Wolf Group decided to commission the specialists in the global branding group, SUMMA, with another important task - the restyling of OLIVÉ QUÍMICA and OLIVÉ brands.
(Europe’s leading savings bank and Spain’s third largest financial institution), various European Union agencies, and now - Wolf Group.
Launching in 2017
As with the previous project, Wolf Group’s marketing and product development experts are working in close cooperation with the branding agency. On 16.03.2016, a strategic meeting took place in SUMMA’s offices in Barcelona. Jaan Puusaag, Chairman of Wolf Group / Krimelte, Alar Salum, Managing Director of Wolf Group / Krimelte, as well as Luis Olivé Palau, Managing Director of OLIVÉ QUÍMICA all took an active part in the discussions. The global premiere of the new OLIVÉ brand communication is expected to take place next January in Munich, Germany, during BAU 2017 - the world’s leading trade fair for Architecture, Materials and Systems.
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Wolf Group at Trade Fairs Trade fairs have become a tradition for Wolf Group in the Baltic States. The concept for this year’s fair was established by Krimelte’s Marketing Department and has been put to use already in several markets. THANKS TO the PENOSIL EasyPRO
product range, the idea was born to develop an integrated solution that allows using the same stand layout on different fairs and exhibitions. Krimelte’s Export Marketing Manager Anneli Kulver comments that exhibition stands are generally in different sizes and with a different floor plan. The aim of the project was to create a basic solution, which could be used after certain customization in various coun-
tries. It was also considered important to apply a reusable design, so that its elements could be utilized in different fairs in the coming years. “Compared to previous years, the solution is vivid, which makes it more accessible to the end user,” says Anneli. The participation in trade fairs demonstrates the Wolf Group’s way of thinking - being there from year to year is necessary to show innovation and consistency at the same time.
MARCH 2016 10-13.03, Riga, Latvia
Māja 2016 Location H-12
Viesturs Saltais, Member of the Board, Krimelte Latvia: “Māja is Latvia’s biggest construction trade show. Krimelte Latvia presented PENOSIL EasyPRO series, as well as Tempsi materials. There was great interest in the EasyPRO spatula. Main questions centred on the price, the sales locations and the 10-year lifetime promise. The outcome from the trade fair is really positive - it was a good opportunity to test the spatula and get feedback quickly.”
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FAIR CALENDAR APRIL 2016 6-9.04, Tallinn, Estonia
Estbuild 2016 Location C-55 Eikki Kari, Sales director, Penosil Estonia: “The overall feeling is great. If the first two fair days seemed average in terms of number of visitors, then Friday and Saturday exceeded the expectations. We focused only on the EasyPRO series, as well as using the spatula, and this was the right decision. Demonstrations of the spatula use caused excitement and attracted people to get acquainted with the products. Many were ready to try using the spatula themselves and were surprised how good the results were. Thanks to learnings from previous years and experiences gained, the preparation for the fair worked well. A tight focus and practical demonstrations are a must. In the interest of getting attention, using high up elements is an important part of the exhibition stand design, and it also helps to stress more on the Estonian origin of the products. In general, the bar has been set high and jumping over it will be difficult.”
12-16.04, Sao Paulo, Brazil
14-17.04, Klaipeda, Lithuania
Individuali statyba 2016 Location 79 Dovydas Auštras, General manager, Krimelte Lithuania: “There was a very great interest in the spatula, as well as in the product No Mould in the PENOSIL EasyPRO series. When taking part in fairs, one should always offer clients something new in order to catch their attention. An interactive presentation is effective.”
OCTOBER 2016 25 – 28.10, Madrid, Spain
Olivé Química’s stand at VETECO 2008
JANUARY 2017 16 – 21.01, Munich, Germany
Wolf Group’s stand at BAU 2015
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Ten Trinty Square in the City of London â€“ a zinc roof, offering a design life of around 80 years, covers a new 5 star hotel and luxury apartments.
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GREEN CONSTRUCTION – A nation’s construction industry is almost always its biggest consumer of natural resources. TEXT: NIGEL PITTMAN REDUCING THE ‘EMBODIED’
impact throughout a product’s design life involves an assessment of raw material sourcing and extraction, as well as the manufacturing process and its function. However, other key factors, such as the building’s operation, maintenance and ultimate demolition, must also be considered. Even so, the benefits of ‘green building’ are usually overwhelming, with low energy usage and reduced emissions top of the list. Apart from the beneficial environmental impact, advantages that may be gained include creation of better working conditions, improved productivity and reduced absenteeism.
Sustainable building can also save weight
In modern building designs, the most immediately visible evidence of sustainable construction comes from roofing and façade materials. Metals, such as
stainless steel and zinc, are increasing in favour, as they make significant reductions in ‘envelope’ weight, while offering technical advantages, such as corrosion and fire resistance, good thermal insulation, durability and full recyclability. A growing choice of fade-resistant, subtle colours, low maintenance and low design life cost combine to make a highly attractive package. It helps that these modern shades, finishes and surface effects also can be used to make a positive design statement, but that alone would never be enough. It is worth examining just how much weight can be saved on a façade or roof. The typical minimum thickness of aluminium or copper is around 1mm and this compares to 0.8 mm in zinc and 0.5 mm in stainless steel. So, if we take a simple 300 m2 project, requiring around 1 tonne of stainless steel, an equivalent system in copper will weigh 1.5 tonnes or more. In the most extreme situations, a
creating a better and more efficient environment
system using lead will actually weigh more than 10 tonnes! In terms of a large scale project, in which such data has been recorded, 0.6mm thick stainless steel shingles, on the new 80,000 sq. ft. £45 million Marks & Spencer store in Scotland’s Glasgow Fort retail park, saved around 18 tonnes in façade weight, over an equivalent system comprised of zinc or copper.
Sealant quality is crucial
For sealant manufacturers, such as Olivé Química, providing proof of environmental sustainability is far more difficult, particularly as, in some countries, such products have been sold for many years on a commodity basis, with little more than price affecting the buying decision. Even so, feedback from architects has consistently acknowledged the quality of its products and suggested that clearer evidence of their environmental benefits would be highly worthwhile. In terms of overall sustainability, the ability to meet high performance requirements from a number of diverse industries over many years has extended the length of the life cycle that Olivé
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products can boast. In construction today, designs concentrate increasingly on thermal efficiency, so the part that specialty sealants play has never been more critical. After all, their design life should at least match that of the primary construction materials and, in the case of stainless steel and zinc, this is 80 years or more. The impact of energy efficiency standards, improving building regulations and EU legislation is stimulating demand for sealants, which can provide effective, long-term airtightness. As a result, we are at last seeing them feature in design specifications, rather than being left to contractor choice.
When will environmental performance make a real impact?
With buildings accounting for more than 10% of all CO2 emissions, there is clearly enormous scope for sealants to make a major contribution as we address the issue of climate change. Despite this, some manufacturers have been slow to reduce their use of substances such as VOCs. Responsible manufacturers now only produce sealants with an ultra-low VOC content and this has begun to affect buying policies of merchant stockists throughout Europe. Growing use of Environmental Product Declarations (EPDs®) is playing its part too and, though such evidence does not confirm a brand’s superiority over a competitor, it does provide a clear declaration of environmental impact throughout its design
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The Marks & Spencer in Glasgow has a stainless steel façade, which was estimated to have saved more than 18 tonnes in weight over an equivalent in aluminium.
life. In the UK, such assessment is undertaken by the Building Research Establishment (BRE), using well known environmental assessment methods, such as BREEAM, the first and most widely used sustainability standard for buildings. This has become a blueprint for countries throughout the world and in Spain, BREEAM ES and the Green Building Council España promote the same values. In conjunction with the US ‘Leadership in Energy and Environmental Design’ (LEED), certification of design, construction and operation of green buildings has become widespread. Standards such as Natureplus® have taken environmental assessment a stage further as they do not rely on weighted ratings for factors such as thermal resistance, or accept offsetting of environ-
mentally unsustainable materials against other aspects of performance. Having products that meet the needs of any building design is what sets manufacturers who enjoy regular architectural specification apart. It requires a commitment to continuous research and development to ensure that performance stays ahead of legislation, while reducing environmental impact at every opportunity. The challenges that 21st century architecture poses will only become more demanding, so products will need to offer a combination of high performance and environmental sustainability. There is still resistance to this by companies whose business model is driven by cost but, in the case of sealants at least, the demand for quality is increasing with every change in building standards.
Krimelte and Dow – 03 Pead/teravristid
A Partnership of Champions
Strategic partnerships are based on mutual interests and benefits, as in the case of Dow Chemical Company’s partnership with Wolf Group. As a fast growing, highly ambitious company, Krimelte is a highly valued customer of Dow, one of the leading producers of polyurethane molecules. THE DOW CHEMICAL COMPANY
was established in the US in 1897 by Herbert Henry Dow, who invented and patented many chemical processes, compounds, and products during his lifetime. Today, Dow is one of the largest chemical companies in the world, with its diversified, market-driven portfolio of specialty chemical, advanced materials, agro-sciences and plastics businesses. It delivers a broad range of technology-based products and solutions to customers in approximately 180 countries.
• Dow’s sales in 2015 reached nearly $49 billion, with a pre-tax profit of $9.6 billion • More than 6,000 product families are manufactured at 179 sites, in 35 countries across the globe • Dow serves various industries, such as agriculture, automotive, building and construction, electronics, packaging, coatings, water treatment, and others
Dow supplies Wolf Group with a polyurethane molecule, MDI and different grades of polyols, which are used in the production of one component — polyurethane foam. The partnership of both companies goes back to the beginning of Krimelte’s business. “I started to work with Krimelte from the very beginning. I visited Krimelte for the first time in 1996,” recalls Sergey Anikin, the general manager of Dow Izolan, the joint venture of Dow Chemical Company and the leading Russian producer of polyurethane systems — Izolan Ltd. Since then, Krimelte has been expanding, both in scale and geographically, and in the last few years both companies have been doing business more actively.
About The Dow Chemical Company
Partners from the Beginning
Ambitions to Expand
“For us, Wolf Group is a strategic account not only in terms of scale, but also
in terms of growth potential and their approach to innovation. The mutual interest here is that Dow, as a supplier and one of the leading producers of polyurethane molecules — can meet those ambitions for growth and innovation plans as we don’t just sell a commodity, but instead try to sell the whole solution. We provide a good service, a quality product and technical support, which are all necessities for doing business successfully,” says Anikin. He adds that Dow is interested in a partnership with Wolf Group as it is considered one of the key players in the Russian PU foam market. “Wolf Group is not only developing as a producer of one component foams but, with the acquisition of Spanish group Olivé Química, it also has become a significant producer of adhesives. For that, this company has very good growth potential. Dow chooses to stick with the champions of the market, and we treat Wolf Group as one of those champions.”
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2015 Wolf Group Christmas gala and Wolf Club awards On November 27th, the Glass Hall of the famous Tallinn Song Festival Grounds hosted the 2015 Wolf Group’s Christmas event. The chosen venue, which is of major significance to the Estonians, proved its famous acoustics when the Tallinn Old Town Mixed Choir (Vanalinna Segakoor) performed on the open-air stage. The Wolf Club’s Awards ceremony traditionally was the most anticipated part of the celebration. The Wolf Group’s founders Jaan Puusaag and Jaanus Paeväli bestowed the 2015 awards to the winners in the respective categories:
WOLF CLUB AWARDS 2015
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Winner / Nominees
Dovydas Auštras (Krimelte Lithuania) Janari Talvistu (Krimelte Estonia) Ivo Laan (Krimelte Estonia) Igor Śvedovski (Krimelte Estonia)
Veigo Kallaste (Krimelte Estonia) Meeli Pedak (Krimelte Estonia) Jano Kahr (Krimelte Estonia)
João Mamede (OQ Portugal) Oriol Burzon (OQ Spain) Francisco Talavera (OQ Spain) Maris Puust (Krimelte Estonia)
Jürgen Koosapoeg (Krimelte Estonia) Viktor Kabanov (Krimelte Estonia) Maksim Solovjov (Krimelte Estonia)
PRODUCTION SHE WOLF
Kätlin Svintsov (Krimelte Estonia) Alesja Prokovjeva (Krimelte Estonia) Jelena Januśko (Krimelte Estonia)
Jüri Koolmann (Krimelte Estonia) Sergei Vlassov (Krimelte Estonia) Deniss Kovaltśuk (Krimelte Estonia)
Stig Bredahl (Krimelte Denmark) Jim Fitzsimons (OQ UK) David Alegret (OQ Spain) Vjatšeslav Yachmenev (Krimelte Russia)
SPECIAL PRIZE BEST TEAMWORK SPECIAL PRIZE 10 YEARS TOGETHER
Krimelte Lithuania Krimelte Russia
All the nominees were warmly greeted on the stage with passionate applauds. Colleagues and partners cheered their own favourites. After the official part, the dance troupe of the renowned choreographer of modern Estonian folk dances Märt Agu successfully kept the spirits high and festive mood on. Nearly all the guests filled in the dance floor when the band “Swingers” with Tanja Mihhailova and Mikk Saar started performing. Some of the foreign guests immediately recognized Tanja as the singer who represented Estonia in the Eurovision Song Contest 2014. The party colours this year were the PENOSIL brand red and white, thus the entire dark November night shined with the bright dresses of the ladies. Spectacular red and white fireworks lightened the winter skies and announced the event’s location to the rest of Tallinn.
Wolf Club Annual Conference 2015 The 2015 Wolf Club annual conference took place on November 26th and 27th. This time more than 50 Wolf Group employees from 12 countries, as well as several national distributors from four continents took part. The preliminary 2015 end-year results were reported, the targets and plans for 2016 set. Special attention was paid to the product development news from the Group’s R&D centres in Tallinn and Gavà, as close to 80 markets were expecting the novelties from Wolf Group. PENOSIL EasyPRO concept launch was another focus of the presentations and discussions. The feedback from the pilot launch markets was reviewed. An active exchange of best marketing and sales practices took place much to the benefit of the forthcoming markets to implement the new product line. Always an important and much expected part of the conference’s agenda - the networking event this year was held at Hansaait. In line with Hansaait’s present day’s mission, the Glass Master Jüri Soo was invited to give a brief but comprehensive practical course in the traditional glass jewelry production. Each guest left with at least one self-made glass pendant, souvenir or present to take home. PHOTOS: TIIT ARRO, GERLI RASPEL SPRING | SUMMER 2016
is the new Manager of the Plastics Department at Krimelte OÜ, based in Tallinn. He has long-term experience in casting plastic, having worked in the field for 15 years. His hobbies include bicycling, swimming and skiing.
Welcome to the Wolf pack! We are happy to introduce the new members of Wolf Group. We wish them a long and successful career.
Mario Borrás Barrachina is
the new Retail Sales Manager at Olivé Química S.A., based in Gavà. His previous experience includes a position as Business Unit Manager, in one of the most important companies in the packaging industry, Europac S.A., a post he occupied for four years. In his free time, Mario likes to travel looking for the best waves – he loves surfing. He plays football and tennis, and enjoys cycling and jogging.
Inma Luque Muñoz is the new
Treasury and Credit Manager at Olivé Química S.A. She has long-term experience working in the financial departments of large companies, where she has worked on multiple tasks as a Treasury Manager and Financial Controller — often with the goal of attaining the optimum use of financial resources. In her spare time, she likes to keep it sporty, enjoying trips to the gym and running.
SPRING | SUMMER 2016
José Gabriel Silva Cardoso
has joined as Retail Sales Manager in Olivé Química Portugal S.A. Before this appointment he worked in M. Cardoso S.A., and was in charge of their distribution in Portugal. He has a 10-year career in sales, so far. In his free time, he likes to play football and go jogging.
The tallest skyscraper in Scandinavia - the HSB Turning Torso in Malmö, Sweden. Designed by the renowned Spanish architect, sculptor and structural engineer Santiago Calatrava, it features a form inspired by his studies on nature and human bodies. This 54-floor residential tower is completely powered by renewable energy. Olivé Química products have been used in its construction.
Produced by: Menu Content Agency Editor: Anu Lill www.menuk.ee
SPRING | SUMMER 2016
02 Pead/ristid 20
Info: Wolf Group Coordinator: Philip P. Philipoff Suur-Paala 10, 13619 Tallinn, Estonia Phone: + 372 6059 300 Fax: +372 6059 315 E-mail: email@example.com www.wolfgroupweb.com