Targeting growth throughout Europe

Download: Targeting growth throughout Europe (PDF file)Casco was established in 1983 in San Diego, on the West Coast of the United States. Now boasting five branches in the USA and a factory in Mexico, the company caters primarily for big customers like Petco, Pets Mart and Wal Mart. Although it started out as a newcomer to the business, Casco quickly acquired a name for itself as a specialist in sales display units for animals and high-quality shopfittings.In 1997 it set up a subsidiary in Great Britain, in Horsham (West Sussex). The company had high hopes from the outset for its venture into the European market, and it has not been disappointed. The UK plant, occupying a site of approx. 2 000 m2, employs 24 people. Its focal point is a large showroom displaying fittings in wood and plastic, and aluminium sections also feature. Glass tanks for aquarium walls are produced at Casco Europe's second European production site in Portugal, which was acquired by the Casco Group on 1 April 2008 and in which around € 350 000 has been invested. "Here in Great Britain we are experiencing excellent annual growth," says managing director Matthew Bubear. Over the past few years the company has targeted Ireland as a new market and is currently installing shop fittings in stores for Petmania and Pets Direct, along with UK clients Pets At Home, Dobbies Garden Centres and World of Water. Nevertheless, independent pet supply retailers with retail areas of between 500 and 1 000 m2 form the backbone of the company's customer base. Five field sales operatives look after customers in the company's domestic market.Europe as a growth marketA recent highlight in Casco's European development was the acquisition of the French Korail group of companies on 1 April 2008, which also included Aquastyl and the Portuguese aquarium manufacturing plant. Since this takeover went through, the export business of Casco Europe has increased considerably and its customer base has been expanded to include clients in France, Spain, Italy, Portugal, Czech Republic, Slovenia, Lithuania, Ukraine, Denmark and eastern Europe. The acquisition also swelled the workforce of the Casco Group in Europe by 35 staff and two field sales operatives. Up to six new fitouts are completed each week. The aim is to develop an exclusive distribution partner in each country; this partner will then assume responsibility for servicing the customers in that country. "We are now focusing on the pet supply retail landscape in…