Interview in Alimarket with Jordi Bricio, managing partner of PHI Industrial
“We want to become one of the first players in southern Europe in home cleaning”
Jordi Bricio, managing partner of PHI Industrial Acquisitions
REBECA JAÉN 02/16/2016 Drugstore / Cleaning
This purchase allows us to reach the entire range of home care. Our idea is to repeat the
process with which we have worked in La Antigua Lavandera, putting both the division of
white label and to third parties such as our own brands available to potential
clients from southern Europe.
Alimarket: PHI’s latest acquisition in the drugstore market, the facilities
of Procter & Gamble in Mataró, represents an important leap in diversification. As
Are they going to define the production of the Barcelona plant?
Jordi Bricio: Until now we had bleaches, degreasers, glass cleaners and others
cleaners, but not liquid and solid detergents or air fresheners, so this
purchase allows us to reach the entire range of home care. Our idea is to repeat the
process with which we have worked in La Antigua Lavandera, putting both the division of
white label and to third parties such as our own brands available to potential
clients from southern Europe.
A: Initially, therefore, they will maintain P&G production, repeating the model of
I work with Henkel and Dalli Cult, previous owners of the first plants
acquired. How is the work of the three facilities organized?
JB: The categories that each factory produces are very complementary, so they will work
operationally jointly but each one will remain in its segments, since
They are different markets and different objectives. Regarding Mataró, the agreement also
includes, in addition to the plant, several brands that will become ours and with which
We have a market to supply from the plant, so we will focus on
our own brands and third-party manufacturing.
A: Mention the eight international brands included in the acquisition agreement
with P&G. What forecasts are there for its development? Could they be marketed in
our country?
JB: The market for these brands is basically outside of Spain, with a very strong presence.
powerful in northern Europe, as is the case with ‘Dreft’; in addition to Portugal, Egypt or Israel.
Our main objective is, basically, to supply foreign markets from
Spain. In this sense, although we will study the possibility of introducing new
taught within the normal development process, in the short term we do not foresee its
marketing in our country.
A: To date, the group’s foreign activity has focused on Guinea and Morocco.
through La Antigua Lavandera, so this operation opens up full activity to
international markets…
JB: Absolutely. We are going to open ourselves to having top-level brands outside of Spain, especially
all at the European level, both with the acquired brands and in manufacturing for
distribution chains and third parties.
A: At the time of purchase, around 135,000 tons of detergent were produced in Mataró
powder, 150,000 tons of liquid and around 53 million air fresheners. Is the plant
capacity limit?
JB: Currently it has available capacity, and that is precisely one of the elements
important to us. In air fresheners we believe that we have a long history
important; and in solid and liquid detergents, we can grow above 30 or 40% of
the capacity that is currently being used. The deadline to achieve it will come
marked above all by the pace at which we can take orders and by accessibility
that the market allows us, although capacity can also be improved at the level of
investments.
A: Precisely, in the last two years they have made significant disbursements in
production, quantified at around €4 million. What forecast do you have for the next
exercises?
JB: We hope to maintain a high pace. Although it is difficult to quantify, we are reinvesting
permanently in new product categories and new means of production
to be able to supply order entries. We do not set an economic objective,
but to give the appropriate response to the market, since we understand that it is the best way to
bring the facilities to a competitive level.
A: The first two purchases in the sector were made through La Antigua
Washerwoman. How do you plan to structure the management of the different assets?
JB: Currently, we are working on defining a powerful group in health care.
home. The objective is to complement the range of products from La Antigua
Laundry with the latest acquisition, made through another company, to form a
only integrated group that works together from an operational point of view. The
The purchase of the Mataró plant is expected to close, at the latest, in mid-2016, and
then we will have the organization