GROËL WORLD WIDE
GROËL'S MAGAZINE
How did you first start in Groël?
CARLOS TORREGROSSA
My beginnings were halfway between the family business, as a salesman, and
Groël. The customer profile was the same, so I took advantage of the experience
and knowledge acquired to project Groël in the best possible way. Customers who
were very confident in our good work and reliability, opened their doors to us and
trusted us and our product from the very beginning. Our first areas of influence
were Alicante, Valencia, Castellón, Murcia and Albacete. From there, we expanded
as we became well established and had the ability to serve new regions, until today,
where we have reached 35 countries.
GROËL'S MAGAZINE
How has Groël evolved throughout your career?
CARLOS TORREGROSSA
On the one hand, Groël is always evolving thanks to the foundations on which
it was created: transmitting our passion for what we do, our commitment, the
product quality and our service. But something very important that has brought
us to where we are today, is our technical and commercial know-how, and our
ability to adapt to the needs of our customers.
On the other hand, it is always important to be able to manage the situation
of the market and the sector in every aspect. For this reason, being aware of
the evolution and situation of any distributor or manufacturer of handles is
irrefutable, regardless of the range: imported from Asia, exported from Europe,
lower, medium or higher range handles. Furthermore, knowing their different
qualities and production processes is also helpful, as well as common mistakes
or accuracies, in order to improve oneself. This has made it very clear for us that
the future lies in maximum quality and that we have to be constantly innovating
in order to be the best. The result is that, as I said at the beginning, we are
constantly evolving.
GROËL'S MAGAZINE
What have you learnt from your career in Groël, both profes-
sionally and personally?
CARLOS TORREGROSSA
Professionally, every day is a new experience from which you learn something.
Every market is different, so this is something that enriches you a lot. If, for
example, each region of Spain is different (different way of thinking, different
needs and styles), imagine each country (different fixing systems, tastes and cultures).
Although our commercial policy is very clear and defined, the way of negotiating
with each one is different and I love this. Another thing that has impacted me
personally, is the opportunity Groël has given me to travel a lot and to meet
many people from places that many would dream of going to, and to share
experiences and cultures... And this is so enlightening!
GROËL'S MAGAZINE
How would you describe Groël today?
CARLOS TORREGROSSA
We are constantly growing, and we are actually consolidating the digitalisation
of our company. This is making us progress even more and reach places we
didn't reach before. It opens up many business opportunities for us, such as
Contract, which we were already working in and where we are growing a lot.
Our tendency is to go one step further. Not only, as I said before, to understand
the needs of a client or carpenter but also those of a technician, an interior
designer or an architect. As we are placed in a premium sector, the demands are
much higher than in a standard sector. In today's premium projects, specialists
are seeking harmony and excellence, to ensure that the finishes are integrated
and that everything has the same meaning. We are very conscious of this need
or way of approaching decoration, which is why, for many years now, we have
been getting closer to this type of professional and we maintain a very close
relationship through our service. This is how we manage to help customers,
even going as far as customising pieces that are not in our catalogue to offer
them a completely personalised service, covering their needs and making them
feel comfortable with our brand and the way we treat them.
GROËL'S MAGAZINE
What are your short and long term aspirations for Groël?
CARLOS TORREGROSSA
We are in the process of internal improvement with the implementation of a
new ERP that will help us to be much more reactive, improve our service both
sales and after sales, and also an improvement in logistics by automating many
processes of storage and preparation of orders. Investing in improvement only
brings satisfaction. We always have projects on the go all over the world. We
have created a great marketing team that is driving us forward, and that is going
to take us very far. This project in such a booming market as visual communication,
advertising, etc. is never-ending. It is constantly being developed and updated,
which makes our company always "alive".
My goal is for Groel to be
the worlds leading brand
in quality, reliability and
proximity.
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