In last month’s LSj, we introduced readers to the innovative Russian company APECS. This month we look at how in 2009 the company took the decision – despite the gloomy economic situation – to penetrate into the UK market.
The long-established British market admittedly represented a major challenge for APECS, but it was one they were determined to enter. Again, this entailed detailed market research as well as getting to grips with yet another different culture.
No Regrets
To ensure they were at the heart of the business world, APECS established an office in Chelsea Harbour, London, headed up by Anastasia Goncharova, daughter of the company’s founder, Andrey.
“Perhaps it was not the best time economically but we have absolutely no regrets,” said Anastasia, who was familiar with the UK having studied here.
“We were absolutely certain that the need was here and that we could meet that need in our own way, with our own products. We were also confident that we could develop new products to match changing demand, in both traditional and increasingly high-tech markets,” she explained.
‘WE HAVE FORMED SOME GREAT RELATIONSHIPS WITH OUR UK CUSTOMERS’
“Our track record in product research and development has always stood us in good stead. For us, this was a fascinating market. At first people were sceptical of us, because after all, we are Russian and very different from the British!” she smiled. “But once they begin to understand our passion, our commitment and our knowledge, any barriers come down and I am happy to say that we have formed some great relationships with our UK customers.”
As a woman, Anastasia definitely raised a few eyebrows in the traditional, male-dominated UK industry.
“I think it was maybe a shock for me to walk into a meeting wearing a red dress and heels,” she laughed, “but once people recognised my background and knowledge, there were never any problems.”
ENHANCED PRODUCT DEVELOPMENT
In the last year, APECS UK operation has concentrated on building a stronger engineering team, enhancing its product development to ensure it can offer the right products to a high quality standard but at a competitive price.
The company has sensibly divided its offering into three categories: APECS BASIC, which includes products featuring simple, traditional solutions at high quality and affordable prices; APECS STANDARD, which covers the majority of its product range and offers the customer highest value for money; and APECS PREMIER, which offers the highest performance attainable through excellent design and utilising the most modern technologies.
The new APECS product catalogue is now available to download (www.apecs.co.uk) but if the product you seek is not there, it can be manufactured.
“We regularly add new products that closely follow the market trends,” said Anastasia. “But we will do our utmost to meet your specific needs, using our extensive experience and market knowledge.”
