Bekaert Improves Facility and Banks on Bright Industry Future

Christophe Fremont believes the window film industry is poised—for either tremendous growth, or extinction.

“This industry has been here for approximately 40 years, but, if we don’t wake up, we may not be here for the next 40 years,” says Fremont, president of Bekaert Specialty Films in San Diego. “However, if we do, I believe this industry could be here for the next century and be multiplied by a factor of ten.”

Fremont is banking on the latter and his company is taking steps to ensure it.

Just recently Bekaert improved its San Diego-based manufacturing facility by adding a class-10,000 clean room. While the facility already boasted a number of clean room areas used for manufacturing window film products, Fremont says the $1 million investment was necessary so that his company could continue to grow, improve and offer quality products.

The new facility incorporates low-wall air returns, a HEPA filter system with 40+ air changes per hour in a slitting room, insulated ducting and ceiling panels, and sealed floors and air showers, among other innovations. The end result, according to company officials, is an operation that completely contains and/or eliminates contaminates such as dust and particles that may otherwise make their way into the company’s products.

But, Fremont says, it will take more than technical innovations to propel the industry as a whole into a brighter future.
“We have huge opportunity,” he says. “We can grow this business by a factor of ten, but it will require doing things slightly different than we do today.”

One change Fremont believes is inevitable is a tighter collaboration among his company and its dealers. As a result, vice president of global marketing and technical services, Kathryn Giblin, and other key employees have worked tirelessly to develop a robust offering of customizable marketing tools and materials for the company’s dealers. These offerings include web design services and templates, proprietary software that provides estimated impact data for individual projects and seemingly unlimited marketing materials. As a result of these recent developments, Giblin says members of the company’s Panorama dealer network are smothered with resources to a point that resembles franchise-like proportions.

“That’s precisely what it’s like—a franchise,” Fremont explains.

Give Them What They Need
The investments reflect Fremont’s belief that wealth hasn’t always been properly distributed among industry players. He feels the industry, in general, has failed to equip its dealers with the necessary tools to sway public interest in the past.

“[Dealers] are the ambassadors of the industry,” Fremont says. “We, the manufacturers, need to equip [dealers] with the right level of collateral, the right message and the right tools and such. If they are successful, we are successful—and vice-versa.”

Fremont also says partnerships between manufacturers need improvement if the industry is going to forge a bright future.

“I do believe that this industry needs to speak from the same voice,” he says.

Fremont joined Bekaert approximately four years ago and he says, compared to other industries and expected growth patterns, window film is behind the curve.

“At the manufacturer level, worldwide, the market is estimated at $575 million,” he says. “Any industry that is below, I would say, $1.5 billion is a relatively slow or small industry. This industry has been around for approximately 40 years, and we’re still between $500 and $600 million. That’s too small, compared to the opportunity we’re presented with.”

Fremont says Bekaert’s focus will remain on the industry as a whole, but its growth will be centered on the architectural segment. He also feels it is high time for the industry to evolve and meet its future head on.

“I think the industry is ready for a revolution,” he says. “Some may think that I’m a dreamer. Time will tell. But I can tell you, I am a firm believer that over the next few years, the window film industry is going to change drastically.”

For a complete view of Fremont’s vision for the window film industry and to find out how he feels the industry can ensure another 100 years of prosperity, look for an article in the upcoming issue of Window Film magazine. If you are not currently a subscriber, CLICK HERE for a free subscription.