WOLF TALES WINTER 2017/2018

WOLF GROUP FAIRS 2017

Pead/ristid

PIRET SAUTER: A HIGH-FLYING SALES DIRECTOR

Tähed/ruudud

Pead/ristid

Tähed/ruudud

Pead/ristid

Tähed/ruudud

GLOBAL RAW MATERIALS CRISIS

WOLF TALES AUTUMN/ WINTER 2018

Energy efficiency in construction

+

BRAND DEVELOPMENT: PENOSIL EasyPRO AND OLIVÉ GREEN BUILDING WOLF GROUP’S PRODUCT PORTFOLIO EXPANDED

04 Topelt ruudud

03 Pead/teravristid

04 Topelt ruudud

03 Pead/teravristid

04 Topelt ruudud

03 Pead/teravristid

Innovation:

2 Editorial 3 News 4 Piret Sauter: “If your wingspan is wide,

you have to fly high.”

6 Innovation: Energy efficiency in construction 10 Brand: EasyPro and Olivé Green

Building developments 12 Product news 14 Wolf Group at trade fairs 16 Industry: Global raw material shortage 17 Insight: Quality management department 18 Gallery: Wolf Group family day 19 Congratulations

ditsirvaret/daeP 30

duduur tlepoT 40

ditsirvaret/daeP 30

duduur tlepoT 40

IN THIS ISSUE

A year of opportunities ON JANUARY 1ST 2017, I posted the following message on my Facebook wall: “Dear friends! In order to have more fun, you have to make things complicated first and then deal with everything skilfully! I hope you have lots of great complications in the New Year!”

If I had known these wishes would come true, I would have been a bit more modest, or wished for something more useful. In reality, this year has given us many years worth of problems to solve. In every field.

I remember the Soviet joke: We didn’t manage to achieve our goals, because we were held back by international imperialism and the four seasons. Our own situation this year has seemed to be quite similar – you may well plan everything correctly, but for example international imperialism invents a global raw materials crisis, and all of the established market rules are no longer applicable.

We were in the right place at the right time

This year has forced many to change their long-established habits. There are constant new surprises, even after all these years. Have we been ready for this?

We could always be better prepared, but now, in the second half of the year, as the dust begins to settle, we can see that the year has given us a lot of opportunities. With great determination, we have continued to work on our readiness to recognise and use any arising opportunities. Today it seems that we’ve done it again – we have been in the right place at the right time, with the right set of tools. With this team – did anyone ever doubt that we would manage?

There is order inside the chaos!

Jaan Puusaag, Chairman of Wolf Group / Krimelte

2

WOLF TALES

AUTUMN | WINTER 2018

WOLF GROUP VALUES AND MOTTO OUR VALUES

BEING BRAVE. We are brave enough to be independent decision-makers. We value drive and initiative.

BEING CLEVER. Thinking outside the box, we aim to expand our perspectives, approaching all issues creatively.

BEING CARING. With our partners and colleagues, we are personal and close. We know each other by name. It’s not all the same to us – we are open and honest citizens.

OUR MOTTO

A brave wolf is never hungry if he has the courage to decide, is determined, cooperates with the pack, respects his fellows, teaches the younger, behaves smart, wastes no energy in vain. The true wolf leaves a trace.

THINKING ABOUT FUTURE GENERATIONS To celebrate the 100th anniversary of the Estonian Employers’ Confederation, members of the organisation invited the public to have a closer look at their company. The “Employers’ invitation” tours were also organised at Krimelte’s production facility, with the main focus on energy efficiency in construction. It was particularly great to see young people, whose career choices are still open, showing interest in the field. Students from the Tabasalu Senior Secondary School, Tallinn Secondary School of Science and Rakvere Vocational School asked questions about the business operations and export potential of an international company, and also wanted to get practical advice about what knowledge they needed to work in the construction chemicals business.

KRIMELTE’S CHEMICAL CLEAN-UP EXERCISE At the end of July, Krimelte and the Northern Rescue Centre of the Estonian Rescue Board organised a joint training exercise, involving a mock leak of a dangerous chemical. It was the first time such a dangerous scenario was played out collaboratively in a production facility. After a call was made to the emergency number, the first rescue team arrived on the scene in four minutes. Altogether four commando units were involved, with two crisis managers and a chemical clean-up container with the necessary equipment. The purpose of the exercise was to practice readiness on both sides for handling any chemical emergencies.

03 Pead/teravristid

ditsirvaret/daeP 30

NEWS

RENOVATION KIT FOR A SIMPLER LIFE

An innovative and convenient renovation kit was launched as part of the PENOSIL EasyPRO series, containing silicone treated with mould-free additive, as well as a scraper and a spatula. Thanks to these tools, cleaning old silicone from joints and filling them with new silicone is quick and easy. The renovation kit is available in Estonia, Latvia, Lithuania, Spain and Portugal, with other markets to be added soon. The PENOSIL EasyPRO product range was especially developed for home users.

PHOTO: RAIT TUULAS

CONTRIBUTION TO ESTONIAN LITERATURE With support from Penosil, a member of the Wolf Group, the revived novel competition of the Estonian Writers’ Union received 67 original manuscripts this year. The first prize was awarded to Vahur Afanasjev’s Serafima ja Bogdan.

According to Jaan Puusaag, Chairman of Wolf Group / Krimelte, the company is proud to contribute to the creation of new Estonian literature. “The Estonian market is small, which is why it’s important to support the creation and proliferation of Estonian literature. It’s the cornerstone of the entire culture,” Jaan Puusaag explained.

AUTUMN | WINTER 2018

WOLF TALES

3

PERSON

PIRET SAUTER: ditsirvaret/daeP 30

“If your wingspan is wide,you have to fly high.”

TEXT: MONIKA KELLE PHOTOS: ANU HAMMER, PRIVATE ARCHIVE

“I AM a person with a higher than aver-

age inner drive and motivation. Even if there are difficult issues to tackle, I try to convince myself that the next week will be new, great and positive,” explains Piret Sauter, Sales Director at the Wolf Group since mid-April. The word “balance” is very appropriate for describing Piret. On one hand, she follows schedules precisely; she is systematic and rational, and focused on figures. On the other hand, she is cheerful and emotional in every situation. Her career so far has been full of diversity. After graduating with an MA degree in Philology, she moved on to international business, attaining important positions in the food industry. The title „Sales Director“ is insufficient to describe her full professional competence. In addition to sales and export experience, the portfolio of proficiency in her previous career includes also management of international private label, product development, marketing, PR and communications.

Just like in architecture, product design or music, the impetus often comes from outside the field; for example, the environment, the ethnos or literature. The same way, Piret is much more complex, creative and open than just focusing on economics. “I like to collect beautiful moments and emotions from my travels, films or a magically beautiful natural places.”

A good sales manager focuses on tomorrow

Piret Sauter, Sales Director at the Wolf Group, is a top executive, hardened in international business and ready to take up any challenge. Despite the recent tumultuous times on the market, she and her team have been able to keep increasing our sales volumes.

4

WOLF TALES

AUTUMN | WINTER 2018

“The world around us is changing rapidly, and if you don’t keep pace with the change, you will lose points in the playground,” says Piret Sauter describing her approach. “Working as a sales director, it’s vital to keep an eye on the overall situ­ation.” The Wolf Group has more than 70 export markets, and according to Piret, it’s not the amount of ideas that matters, but the ability to implement them with your team. “I like being the leader and involving others. I am a fast and venturous decision-maker, I don’t hesitate for long. Neither am I afraid of responsibility.”

When selling a product, Piret always aims to face the client. “First, I try to put myself in their shoes. Is the product ne­

PERSON then you must also fly high,” she says.

According to her colleague, Stig Bredahl, Piret is a lot more ambitious than he is, in a good way, meaning that as a team they are able to keep increasing the profit margins in the long term. “From the very first day, Piret has shown complete dedication and concentration, which is a great advantage inside and outside the company. And she has already achieved a lot in many areas,” enthuses Export Manager Stig lavishing praise on her.

THE NECESSARY BALANCE IN THE STRESSFUL SCHEDULE OF A TOP EXECUTIVE IS PROVIDED BY AN ACTIVE AND HAPPY LIFESTYLE. OFTEN ROLLER SKATING ON SUMMER EVENINGS, AND SKIING IN THE MOUNTAINS IN WINTER.

“In sales – as simple as they may seem – it’s important to get a feel for your business and really understand what it’s all about, in which direction it’s going, and what the trends are,” Piret says. At the same time, it’s not possible to mull things over for too long, because it is important to act quickly. “We are going through challenging times in this industry at the moment; there are many changes taking place. The end result does not always depend on your own work, but also on the economic situation, competitors’ actions or other market factors,” Piret explains.

“In life, you have to find what motivates and inspires you. You can’t cling to problems; you have to let them go. If there are problems, the solutions are actually very simple. I get support from my two terrific sons, but also from travelling, culture and time zones. I’m an international person by nature.” This is also evid­enced by Piret’s phone, which has been ringing incessantly throughout the interview. With calls coming from Lithuania, Denmark, Romania, Brazil – the whole world is at this delicate woman’s fingertips.

03 Pead/teravristid

cessary for the client? Which of their problems am I solving?”, she explains highlighting one of her sales techniques.

“I am solution-oriented and dedicated to the goal. My goal is to get more clients for the company, and to keep them. Although in sales, we talk about turnover, making a profit in the first place is not possible without focusing on the everyday business operations and performance quality.”

The colleagues who work in the same wing of the office already know that when Piret says “Goodbye!” in the even­ ings, her day isn’t over yet because most nights she has selected a topic she studies in depth. “You can’t become a good director if you only expect to have 8-hour working days. Often, you have to be ready to give some things up, and face challenges,” she says of her work ethic.

The necessary balance in the stressful schedule of a top executive is provided by an active and happy lifestyle. Often roller skating on summer evenings, and skiing in the mountains in winter. Des­ pite her perfect figure, we have to add that Piret has a major sweet tooth, and she doesn’t just enjoy eating good pastries but is also a great baker herself.

Inspiring others with her inner drive

Piret was chosen as the Sales Director of the Wolf Group from among many candidates, which is a pleasant recognition for her. “I already knew Krimelte as a successful and well-organised company.

For me, it’s important for an organisation to be suitable for me, and for me to be a match with the team. So far, I have had no single doubt about coming to work here, “ she admits.

“Krimelte, Penosil and Olivé are wellknown internationally in the field of construction chemicals. I think that there is a lot of energy and specialist competence within the Wolf Group. Teamwork and being optimistic about our ability to create great products are key to success, also resulting in great sales,” says Piret, expressing the strengths of the organisation. “All of my days have a yes-feeling.

Whether it’s on a personal, company or Group level.”

Piret is inspired by the desire to sell today more than yesterday, and tomorrow more than today. “In that sense, the Wolf Group is fantastic: you can feel how wide your wingspan can be here, and

AUTUMN | WINTER 2018

WOLF TALES

5

ditsirvaret/daeP 30

INNOVATION

Energy efficiency, nearly zeroenergy building, air tightness, and renewable energy – these concepts have become increasingly common in the daily vocabulary of the builders. Is the Wolf Group as a producer and reseller of building materials ready for the imminent changes in the building market?

TEXT: KULDAR KONGO, PRODUCT MANAGEMENT DEPARTMENT

How to achieve energy efficiency in construction?

GLOBAL reports and studies suggest that human activities have contributed to climate warming for as much as hundreds of years. The European Union and international climate policies are therefore aimed at alleviating climate change and adapting to its impact. To decrease anthropogenic greenhouse gas emissions, the European Union has set the ambitious goal of reducing greenhouse gas emissions by 80–95% by 2050 compared to 1990. Every EU country has to contribute to reducing greenhouse gas emissions by 20% by 2020 and 40% by 2030.

What does this all have to do with the energy performance of buildings? According to studies made in the EU Mem6

WOLF TALES

AUTUMN | WINTER 2018

ber States, buildings are responsible for about 40% of the EU’s total energy consumption and are therefore the largest energy consumers. To contribute to a reduction of greenhouse gas emissions, it is therefore obvious that the amount of energy spent on heating, cooling, ventilation, hot water, lighting, and other processes in a building has to be diminished, and renewable sources of energy should be used whenever possible. To make sure that things are moving in the right direction, the EU Energy Performance of Buildings Directive has established that all new buildings completed after December 31st 2020 must be nearly zeroenergy buildings. This requirement will apply as early as from December 31st

2018 to new buildings occupied and owned by public authorities. Considering how voluminous and time-consuming the construction process is, the deadlines are approaching at a frightening pace and require readiness and competence from everyone involved in the construction sector.

Nearly zero-energy buildings and energy performance indicator

A nearly zero-energy building is a building involving energy efficient solutions and renewable energy technologies following the best possible building practice. The energy performance indicator for nearly zero-energy buildings must be

INNOVATION

03 Pead/teravristid

and solutions have to be applied in combination: from the correct planning of the position of the building and the use of renewable sources of energy to an elaborate solution for the building envel­ ope to reduce heat losses.

Heat losses through the building envelope

It is commonly believed that increasing the thickness of the building’s thermal insulation layer is enough to minimise heat losses. This is certainly true in most part, as heat conduction loss through the envelope is one of the main factors that impacts the total energy losses of a building. However, in addition to heat conduction losses, a building also loses heat through unplanned air leaks and cold bridges. Often the thickness of a building’s thermal insulation has reached the limit of its cost efficiency, meaning that instead of adding additional thermal insulation, it is much more practical to close air leaks and avoid cold bridges.

The importance of air tightness is also highlighted by the fact that measuring this parameter at the completion of a construction has become inevitable for nearly zero-energy buildings.

A number of other important requirements apply to the building envelope: avoidance of moisture problems, ensuring the quality of the indoor climate, noise reduction and also fire safety. To achieve the desired results, professional and thoughtful solutions are required from all those involved – architects, engineers, builders and producers of building materials. lower than the nationally established limit. The energy performance indicator (EPI) reflects the amount of energy used to provide the indoor climate, hot water, household and other electrical equipment in the normal use of the house per square metre of heated area in a year.

The EPI is calculated by taking into account the amounts of energy supplied to and produced by the building. The established EPI limits may vary by country. In Estonia, small residential buildings with an EPI less than 50 kWh/(m2*yr) and apartment blocks with an EPI less than 100 kWh/(m2*yr) are regarded as nearly zero-energy buildings. The current EPI limits in Estonia are 160 kWh/(m2*yr) for small residential buildings and 150

kWh/(m2*yr) for apartment blocks.

These figures are a vivid illustration of the changes facing us in the forthcoming years, as the EPI for private residential buildings alone will have to improve more than three-fold (see the Table on page 9).

How can all this be achieved? Broadly speaking, energy performance depends on the general energy demand of the building, the type of energy supplied, the production of energy from renewable sources on-site, and the heat losses through the building envelope. The EPI value depends on the combination of all these factors.

To meet the requirements for nearly zero-energy buildings, special measures

Energy efficient solutions for window installation

One of the major challenges for buildings is the correct installation of windows, since in the course of this activity both the outer thermal insulation and the airtight and vapour-tight layers are interrupted. I will present the factors and potential solutions for correct window installation, leaving aside the thermal and other issues related to the glazing unit and the window frame. The following conditions have to be met, while an aesthetic appearance should be maintained both indoors and outdoors.

• Heat losses reduced to a minimum Window joints have to be sealed

AUTUMN | WINTER 2018

WOLF TALES

7

ditsirvaret/daeP 30

INNOVATION

using materials with thermal conductivity as low as possible, such as PU foam. In addition to thermal conductivity, heat conductivity losses at the joint also depend on the joint depth – losses are smaller for windows with a wide jamb because the joints are deeper.

• Ensured air tightness to reduce heat loss through air leaks Frankly, the air tightness of a joint should be ensured if a good quality mounting foam is used correctly. In order to guarantee air tightness during the use of the building when it is exposed to various loads, special tapes, membranes or mastics should be applied as an additional airtight layer.

• Ensured vapour-tightness to protect the inner structures from excessive moisture that

8

WOLF TALES

AUTUMN | WINTER 2018

can led to deviations from the intended properties of materials, cold bridges and mould Water vapour moves from insideout or from outside-in depending on the climatic conditions. The former illustrates is the case in Northern countries for most of the year, and the latter in warmer regions.

Special tapes, membranes or mastics are used to keep water vapour from infiltrating the envelope structure. These materials are usually air- and vapor-tight simultan­ eously. It has to be also considered, that a vapor-tight and airtight structure must always have a high quality, elaborate ventilation solution.

• Any moisture accidentally caught in the structure must be led out.

Accidental moisture can mean the

moisture of materials during construction or moisture caught in the envelope due to poor engineering and/or construction. The “trapping” of accidental moisture in the structure must be avoided and it must be led out in the desired dir­ ection. This is done with the help of materials of low vapour resistance, such as special tapes or selfexpanding seals.

• All inner structures must be protected from external climate impacts, such as UV radiation, precipitation, wind, etc.

To meet these requirements, joints have to be filled from the outside with a high quality weatherproof sealant or a self-expanding tape. If joints are filled from the outside with a highly vapour-tight material, moisture must be allowed to move out of the structure, for ex-

INNOVATION foams are used for large windows, where the linear expansion of the window frame due to temperature and moisture is greater, and sealants with higher movement capability are also better suited for weather sealing.

• Ensured sound insulation It is important during window installation to seal any cracks and leaks as this improves sound insulation in addition to air tightness.

Properly installed high quality mounting foam meets this requirement to a large extent, while special sealants, such as acrylic sealant, are suitable for filling smaller cracks such as the crack between the inner window reveal and the window jamb.

• Fire resistance If a fire rated window is installed, only certified products with improved fire resistance and reaction to fire may be used.

How does the Wolf Group contribute to energy efficiency?

With the erection of nearly zero-energy buildings in Europe, customers’ expectations of the quality of materials and the competence of the people selling them are growing. Based on the above example of a window installation, it can be said that our portfolio already includes products that can be used to successfully solve the hydrothermal issues of a building, and therefore contribute to energy efficiency. All these necessary properties also have to be kept in mind when developing future products.

Our own knowledge and competence are at least as important as the technical characteristics of the materials. It is vital to understand the role and contribution of each product in terms of energy efficiency, and to deliver these values to the customer. This is the professional approach that helps us win and keep the trust of customers, which is the cornerstone for the success of any company.

03 Pead/teravristid

ample through facade ventilation.

• Avoid cold bridges A window should always be installed in the thermal insulation layer to reduce the cold bridge effect. The cold bridge effect is also significantly reduced by choosing windows with wide jambs and sealing the installation joints with a mounting foam of low thermal conductivity.

• Joints can endure various movements and deformations without problems During the life-cycle of a building, the window frame and the adjacent wall structure are exposed to various loads that cause deformation. It is important that the joint between the window jamb and the wall structure is designed considering all these potential deformations, and that the materials used at the joint can endure these movements without losing their properties. For example, it is recommended that more elastic

Maximum Low energy EPI limit building Small residential building 160 kWh/(m2*yr) 120 kWh/(m2*yr) Apartment block 150 kWh/(m2*yr) 120 kWh/(m2*yr) Office building, library and 160 kWh/(m2*yr) 130 kWh/(m2*yr) research building Business building 210 kWh/(m2*yr) 160 kWh/(m2*yr) Public building 200 kWh/(m2*yr) 150 kWh/(m2*yr) Commercial building 230 kWh/(m2*yr) 160 kWh/(m2*yr) and terminal Educational building 160 kWh/(m2*yr) 120kWh/(m2*yr) Pre-school institution 190 kWh/(m2*yr) 140 kWh/(m2*yr) Health care building 380 kWh/(m2*yr) 300 kWh/(m2*yr)

Nearly zeroenergy building 50 kWh/(m2*yr) 100 kWh/(m2*yr) 100 kWh/(m2*yr) 130 kWh/(m2*yr) 120 kWh/(m2*yr) 130 kWh/(m2*yr) 90 kWh/(m2*yr) 100 kWh/(m2*yr) 270 kWh/(m2*yr)

The energy performance indicator limits according to the Government of the Republic of Estonia Regulation No. 55 “Minimum requirements for the energy performance of buildings”.

Energy production from renewable sources onsite (solar panels, wind energy) Energy demand Heat losses of a building through the (heating/cooling of building rooms,hot water, envelope. electricity, lighting, Delivered etc.) energy sources (district heating, ground source heat pump,electricity, etc.)

Thermal transmittance Cold bridges Air leaks Factors influencing the energy performance indicator of a building

AUTUMN | WINTER 2018

WOLF TALES

9

BRAND

ditsirvaret/daeP 30

THE PENOSIL EasyPRO series was

born of the realisation that home users and builders should be met halfway, as they need products and tools that are easy to handle, guarantee a good result and save both time and money.

Dovydas Auštras, Country Manager of Krimelte LT, was one of the creators and visionaries of the new concept. As the EasyPRO spokesperson, he says that a global survey of user behaviour patterns was a prerequisite to designing and developing the concept. “There were two starting points. First, studies on FMCG sector trends predicted customer habits to change in the near future. Second, there were market changes in the US DIY sector.”

PENOSIL EasyPRO was launched in October 2015 in Lithuania and Portugal and has since then been rolled out in all Baltic countries, Spain and Finland. From 2017, the EasyPRO series is also sold in Romania and Australia and the next target markets are France, Great Britain, Russia, Poland, Uruguay and Mexico.

EasyPRO’s online market success

EasyPRO

scores in the high league The PENOSIL EasyPRO product line launched in 2015 continues to conquer new markets with its product development focused on user experience.

In addition to renovation kits complete with tools, Wolf Group will surprise consumers with silicones in soft tubes.

10

WOLF TALES

AUTUMN | WINTER 2018

Having been involved in launching the product series in various countries, Dovydas Auštras says the biggest challenge is to enter a market where your brand is completely new.

Romanian Country Manager Sebastian Carstoiu confirms this viewpoint by describing his own home market. “Penosil has been present in Romania for ten years, while our competitors have been here for 18 to 25 years. This means that the front seats were taken for key customers long before our brand reached Romania. Should we wait in the back seats until the old players retire?” Sebastian asks rhetorically.

Carstiou hopes to open new doors with the EasyPRO series. “Today people are active on the online market and in social media. That is where they can be convinced that we are the leaders and market innovators whose modern products combine professionalism and the enjoyment of play.” In addition to attractive retail displays, the Romanian Penosil team has published content marketing articles in online magazines and on speciality websites and shared and boosted these on Facebook, Instagram and online hobby builder communities. Sebastian says that purchase decisions are often made online

BRAND

ditsir/daeP 20

The constant development of the EasyPRO concept is witnessed by the news that is about to surprise consumers this year. A renovation kit was presented at the beginning of the year that combines Stop Fungi/No Mould and/or Kitchen&Bath silicone with all the necessary tools for the job.

Penosil Brand Manager Siret Koopuu explains that the idea to add another tool to the set of silicone and spatula came from the Lithuanian and Portuguese resellers. “To motivate a person to renew the silicone in the bathroom or kitchen, we made a convenient set that contains not only the silicone and spatula, but also a scraper for removing the old silicone.” When seeing the step-by-step photographs on the product package in a shop, people are likely to be inspired to do the job at home themselves.

PENOSIL EasyPRO sales in the following markets (rolling 12 months) Spain 7% Latvia 9% Romania 12% Portugal 13% Estonia 17% Lithuania 39%

The rest of the countries 3%

PENOSIL EasyPRO sales in different categories (rolling 12 months) Weather proofing 8% Total insulation 15% Mould proofing 25% Filling and painting 30%

03 Pead/teravristid

The trend toward convenience products

The other news from PENOSIL EasyPRO is the convenient small packages for home users – 100 ml soft plastic tubes that can be used without owning a silicone gun. Two products are currently made in a small package: PENOSIL Kitchen & Bath and PENOSIL Stop Fungi / No Mould.

Wolf Group Brand Manager Anneli Kulver believes in the success of product development. “Once in a while, everyone needs a simple repair job in the kitchen or bathroom that takes a minimum amount of materials. This is why we also decided to provide the products for these tasks in small tubes.” The small packages will reach retailers in Spain, Portugal, Romania and the Baltic countries in the last quarter of 2017.

Dovydas Auštras says that despite the large amount of work and successes, PENOSIL EasyPRO is still a baby that needs daily care to grow big and strong. Backed by an unequalled team that works to the same beat, he is certain of the success.

duduur tlepoT 40

and when a customer visits a real shop, they are likely to buy the product that already impressed them online.

We build green!

Olivé is a brand that meets the com­ plex needs of modern architecture with its product range and systems that have been specially designed to save energy. Last year we presented the new Olivé logo and Olivé Green Building packaging at Veteco 2016, an international fair for window and glass façade producers.

María Lopez and Miquel Sanfeliu of the Olivé Marketing Department have made a great effort to make the new packaging concept reach every market.

Spanish and Portuguese labels were printed and supplied to the target markets in January, while French, Dutch, English and German labels should be ready by the end of the year. A number of marketing materials, such as technical documentation, product stands and catalogues, brochures, indoor and outdoor banners and client gifts have also been redesigned.

The Barcelona web agency Quality Studio will complete revamping the www.olive-systems.com website. The project is coordinated by Anneli Kulver and Reelika Nork of the Krimelte Marketing Department and the website is planned to be launched during the autumn season.

Energy saving 22%

AUTUMN | WINTER 2018

WOLF TALES

11

ditsirvaret/daeP 30

NEW PRODUCTS

TEXT: VEIGO KALLASTE, KULDAR KONGO, PRODUCT MANAGEMENT DEPARTMENT

Wolf Group

product portfolio has worthy additions It is harvest season for the Wolf Group’s product development.

KRIMELTE AND OLIVÉ QUÍMICA

From ideas to sales Other finished projects: B1 Gunfoam, Elastic Madera, Olivé D-75 Structure Acrylic Mastic, PENOSIL Premium Epoxy Fix & Coat, PENOSIL Premium All Exterior SpeedFix.

12

WOLF TALES

AUTUMN | WINTER 2018

02 Pead/ristid

product management and R&D teams work every day to develop products to best match our different clients and markets. This is a never-ending process, culminating every season with foams, sealants, adhesives and other products that are added to the product range.

NEW PRODUCTS

Adhesives 03 Pead/teravristid

PENOSIL Premium All Interior SpeedFix 697

General-purpose adhesive with great adhesion properties for indoor applications. Designed for fastening architraves and skirting boards, as well as decorative elements and cornices.

PENOSIL Premium Prime & Fix

This multi-functional spray adhesive is based on synthetic rubber, and is used as a primer for the installation of window tapes, and as an adhesive in the furniture industry and domestic households.

PENOSIL Premium Acoustic Panel SpeedFix 625 This adhesive for acoustic and decorative panels has an excellent initial adhesion and strong adhesive properties. Mainly used for bonding decorative panels with a mineral wool base to walls and ceilings to improve the acoustics of a room.

Sealants and PU-Foams PENOSIL Premium Facade Hybrid 25LM

This facade sealant has a low modulus and is based on hybrid polymers. It is suitable for sealing construction joints, deformation and peripheral joints, penetrations, in ventilation systems, and a host of other applications.

Olivé MR-60

A special acrylic sealant designed for convenient corrections on masonry and concrete surfaces – for example, filling cracks.

PENOSIL Premium Glazing Silicone

This glazing silicone is based on an alkoxy curing system, preserving all the properties of elasticity and stability in front of atmospheric agents, suitable for sealing windows, glass doors and glass façades as well as glass partition walls.

PENOSIL Premium Building Silicone

Multi-purpose neutral silicone sealant with high movement capability and

excellent adhesion. Suitable for façades, glazing and sanitary rooms, for indoor and outdoor applications.

No-MEKO oximes

No-MEKO oxime silicones, combining the great physical properties of oximes (good processing, rapid curing, weather and ageing resistance) with health and safety – this product does not contain any harmful volatile compounds.

PENOSIL Premium Construction FixFoam 878

Multi-purpose foam adhesive for indoor and outdoor applications. Primarily designed for the installation of insulation boards on façades and foundations, adhering construction blocks in non-loadbearing partition walls, and fastening plasterboard, cladding materials and windowsills.

PENOSIL Prefaseal

Ready-to-use paste, for filling hollowcore slab joints. No dimensional instability when cured, no cracking and ready to paint.

Low Isocyanate Monomer Gunfoam/ Strawfoam

An even and dense white foam with a great cellular structure, and isocyanate levels below 0.1%. Thanks to its great sound and heat insulation capacity, low post-expansion and improved UV resistance, it is the perfect choice for the installation of door and window frames.

AUTUMN | WINTER 2018

WOLF TALES

13

FAIR

ditsirvaret/daeP 30

Fair highlights from Riga to São Paulo The 2017 fair season was successful for Wolf Group. The Group had its own stands in the Baltic countries, Spain and Brazil.

KRIMELTE’S Marketing Department

had already developed a concept for the spring fairs held in the Baltic countries last year, to have a uniform appearance in different markets. By now, the second “uniform” fair season is already over.

According to Anneli Kulver, Wolf Group Brand Manager, everything went according to plan, and she is happy that the company opted for a re-usable design. “We re-used some of the previous year’s stand elements in different countries this year as well. They were transported to the fair site so that we wouldn’t have to re-create the stand content 3 – 4 times. This is good for our brand image, as well as the environ-

Māja 2017 9 – 12 March Riga Kirills Sokolovs, Krimelte Latvia, Key Account Manager: “PENOSIL received a lot of attention at the fair. Nearly all of the visitors were or are users of PENOSIL products, and they highlighted the great quality of the products. Architects, business owners or construction managers were most fascinated by the model window solution. People were most interested in adhesives, primers and waterproofing materials, and it was also possible to try the product samples at the fair. The PENOSIL EasyPRO concept products and tools were a novelty for loyal users of the PENOSIL Premium range.”

14

WOLF TALES

AUTUMN | WINTER 2018

ment.”

This year, the goal was to introduce both of PENOSIL’s product ranges: the PENOSIL Professional and the PENOSIL EasyPRO, designed for professionals and home users, respectively.

Professional customers saw demonstrations of energy efficient window installations, because according to current legislation, all buildings completed after December 31st 2020 must be nearly zero- energy buildings. The requirement will take effect regarding new government-owned public buildings already a couple of years earlier.

“To introduce the Professional range, we used a model window built for the

fairs, which was a great way of showing our clients exactly how to use our products. The topic was also covered in our printed material and the designated section on our website which we presented at the information kiosk,” explains Anneli giving an overview of the marketing materials used at the fairs.

In the home users’ segment, the emphasis was on PENOSIL EasyPRO tools – the spatula, the scraper and the foam applicator. The Wolf Group has been focusing on the development of these tools in depth for the past few years. The tools were introduced in a workshop format, where fair visitors could get hands-on experience of using them.

MESS

03 Pead/teravristid

Resta 2017

26 – 29 April Vilnius Asta Šalkauskienė, Krimelte LT, Marketing and Project Management specialist: “It was clear at the fair that the PENOSIL brand is popular in Lithuania and people associate it with good-quality products. PENOSIL is a synonym for innovative products that make their users’ lives easier.”

EHLIS 2017 23 – 25 February Seville David Alegret, Olivé Química, Commercial Director: “Ehlis is the largest fran­ chise of hardware stores, with over 1,000 shops.

The fair was a success for Olivé Química. This year, we increased our sales volume by over 30%, and introduced the PENOSIL EasyPRO range.”

Estbuild 2017 5 – 8 April Tallinn Eikki Kari, Penosil Estonia, Sales Director: “The Estbuild 2017 fair had 290 companies from 8 countries; the exhibition covered an area over 15,000 m², with 34,820 construction specialists and enthusiasts visiting the fair over the course of four days. People are increasingly interested in energy efficiency in construction. They were particularly interested in our model window and the information kiosk, asking questions about specific products, like elastic foam, window tapes and facade hy­ brids. In the PENOSIL EasyPRO range, we demonstrated the Stop Fungi renovation kit, and after testing the scraper included in the kit, the participants admitted that we had surprised them with something new yet again.”

Feicon 2017 4 – 8 April 2017 São Paulo Erik Henno, Penosil Sales Manager in Latin America: “Already for 7th year in a row, PENOSIL products were represented at Feicon, the

largest construction fair in South America.

Penosil’s local sales team demonstrated all of the products available in Brazil: straw foams, gun foams, silicones, acrylic sealants and hybrids. The feedback was positive, and quite many visitors were able to try construction foam with a gun for the first time ever.”

AUTUMN | WINTER 2018

WOLF TALES

15

INDUSTRY

TEXT: MEELI PEDAK, PURCHASE DIRECTOR

ditsirvaret/daeP 30

A year of global raw material shortages A globalised market provides broad opportunities for finding business partners, goods and services around the world. At the same time, it makes you vulnerable to everything going on outside Europe.

WHILE THE CRUDE OIL price drop a few years ago led to a fall in prices throughout the chemical sector, the record low level in spring 2016 became a turning point and raw material prices have bounced back to very high levels over the past one and half years.

The G20 Summit in China in September 2016 brought about an unexpected change in China’s environmental policy.

A large number of factories were closed in the regions and sectors where pollution is the highest. The change has made a significant impact on the availability of raw materials around the world, as China has a leading role in chemical production. The sharp decline in volumes of available chemicals led to an extensive deficit that still continues today.

In Europe and Asia through 2016– 2017 there have been explosions in chemical plants, force majeures, and closures of plants and production lines.

The reduced share of European chemical production and China’s powerful growth have made Europeans dependent on Chinese and Asian raw materials. The high costs of labour and energy, a shortage of investments and innovation, strong currency, and regulatory and tax barriers have weakened Europe’s competitiveness over the past two decades. The record low prices a year ago led to closures of production lines and the redirection of raw materials to more profitable production lines.

Leap in demand Global raw material production has not returned to 2015 levels, while demand

16

WOLF TALES

AUTUMN | WINTER 2018

has risen due to the strengthening of economic and construction sectors in Europe.

A number of large producers of building panels launched their operations in Europe last year, which considerably increased demand for MDI. The gradual increase in capacity at the Sadara MDI plant and investments in capacity growth by other producers will have an impact at the end of this year and the beginning of the next. China and Asia’s MDI outputs are also recovering and considerable growth can be expected throughout 2018.

Further price rises or lack of availability are not likely to deteriorate the situ­ ation according to current prognoses.

Raw material prices have peaked or nearly peaked. The advantage of an open economy and a globalised market is selfregulation. When prices have gone up from their average level for a long time, there is always somebody who will invest and add more capacity to the market, after which competition and greater demand will bring the prices down.

The last year has been the most com­p­licated ever when it comes to raw material purchases. What matters are close partnership with suppliers, flexibility, quick decision-making and the skill to predict potential developments. Solutions exist even in circumstances that seem unsolvable. New circumstances, a changing environment and different challenges mean we can see new opportunities. In such cases, it is good to remind yourself that hard times break the weak, but the strong become even stronger. And we are strong!

“I haven’t witnessed such a market situation in 40 years” Luis Olivé Palau, Managing Director, Olivé Química: “Along with other factors, the silicone market has been most shaken by the closure of one of Europe’s largest producers, which led to a remarkable shortage. This first impacted us (and the whole market) in Q2, when suppliers were unable to deliver the volumes we were requesting. The situation has not improved in Q3 and is expected to continue in Q4.

Producers say that outputs will not increase in the short run. This means that European demand will not be met and new suppliers have to be sought from outside Europe.

At Olivé Química, we have had delays in raw material deliveries, but we can currently meet all our orders. The rapid price change has also caused great fluctuations on the market. As a result of both the raw material shortage and the price rise, we have seen some increase in the demand for alternative products, such as acrylics and hybrids.

Olivé Química has not experienced such raw material prices or the current market turbulence in over 40 years.”

INSIGHT TEXT: MARI ARIKE, QUALITY DEPARTMENT MANAGER PHOTO: ANU HAMMER

03 Pead/teravristid

Priorities of the Quality Department

The Quality Unit, which was formerly part of the R&D Department, is again an independent unit since August.

THE RESTRUCTURING was largely

due to the need for a close team that would act as the connecting link between various departments and group compan­ies and support and complement the communication and implementation of external and internal audits, as well as guidelines, processes, conformity checks, etc. We keep an eye on the processes of the company and guide quality control to ensure the timely delivery of goods and preclude any defective goods from reaching our clients.

The Quality Department Manager Mari Arike is also responsible for approving and communicating among others the work environment guidelines, supporting the group’s management systems and ensuring the process of managing non-conformities. Meelis Klimov is in charge of the chemical and technical quality of products and Peeter Saks is managing documents, measurements and permits. Quality inspections on products are made by the chemists in the R&D laboratory.

Success in daily work is based on communication

The daily work of the Quality Department consists of managing non-conformities in the Estonian, Russian and, if necessary, Spanish factories.

We do everything in our power to identify the root causes and solve problems in cooperation with other departments. The small but competent team also communicates with both external and customer auditors, as well as in regard to the planned audits. The goal of internal audits and interviews is to reflect the actual situation and compare it

to documents and, where necessary, adjust the documents, add standard requirements or assess compliance with a requirement.

In the future we intend to pay more attention to occupational health and safety, to prepare a clearer and simpler documentation system to enable easier access, maintain up-to-date documentation, improve the awareness of requirements among our colleagues, and to harmonize the group’s processes.

the viewpoint of both partners and end consumers. We are always very grateful for and pay much attention to our colleagues’ proposals. Krimelte appreciates courage, invests in people and in improving the working environment.

Thanks to our intelligent specialists, there is no shortage of fresh ideas.

International standards

Krimelte has worked for years to have high-quality management systems that ensure the fulfilment of promises made to customers. The company obtained the quality and environmental management system certificates ISO 9001 and ISO 14001 in the early 2000s. The ISO management system standards, on the basis of which the certificates are issued, are renewed every 5–10 years. We are responsible for maintaining these certificates and keeping the company’s management system in compliance with the requirements of the standards. ISO is not a separate folder in Krimelte, but a normal part of all our daily work.

Every department needs to cooperate with our units and that also means the Quality Department.

The company’s overall goal should be the improvement of customer satisfaction from

AUTUMN | WINTER 2018

WOLF TALES

17

ditsirvaret/daeP 30

GALLERY

The Wolf Pack had a great day out The Wolf Club’s family day is increasingly more like a friends’ get-together. It’s quality time in the Estonian summer, with good music, exciting activities and fascinating people.

THE FIRST WEEKEND of August is traditionally the time for Krimelte’s Wolf Club family day. Despite the heavy rain, nearly 250 people gathered at the Estonian Open Air Museum, to experience the life and traditions of a time long past, through various workshops, games and events. In addition to buggy rides, pottery and hat felting, it was also possible to try more Alar Salum – in charge of the entire orchestra during the family day, and within the company.

Penosil Eesti Sales Manager Eva Iškova making an addition to her winter wardrobe.

18

WOLF TALES

AUTUMN | WINTER 2018

modern activities. For example, smart orienteering saw teams with tablets discovering the architecture of the Estonian Open Air Museum and answering questions.

There were no losers in this competition – plenty of rewards, from new knowledge to prizes.

The list of musicians who attended the family day this year was very impressive. In A wolf howl of the Wolf Club. The howl was led by Jaanus Paeväli and Jaan Puusaag, members of the board.

his workshop, Siim Koppel shared his drumming skills and experiences with enthusiasts young and old. The participants were able to learn the African rhythms, which signal the start and end of every party on the Dark Continent. During a presentation of songs from their new album, Curly Strings still had to perform their hit song about getting tanned by the 2nd of June.

Curly Strings taking requests.

Simple, like the periodic table and debit-credit, as far as Argo Vonk (development) and Nele Rand (accounting) are concerned.

 Barcelona Airport - El Prat is the main airport in Barcelona. Terminal 1 was opened in 2009 and now operates 70% of flights. The terminal was designed by the Catalan architect Ricardo Bofill and covers more than 500,000 m2.

Olivé 400 silicone has been used in this construction.

02 Pead/ristid

01 Tähed/ruudud

Produced by: Menu Content Agency www.menuk.ee

04 Tope

03 Pead/

04 Tope

AUTUMN | WINTER 2018

02 Pead/ristid

03 Pead/

04 Tope

WOLF TALES

01 Tähed/ruudud

02 Pead/ristid 20

Info: Wolf Group Coordinator: Monika Kelle Suur-Paala 10, 13619 Tallinn, Estonia Phone: + 372 6 059 300 Fax: +372 6 059 315 E-mail: info@wolfgroupweb.com www.wolfgroupweb.com