Angelgres Ceramics: from Santa Catarina to the world

Angelgres was founded more than 40 years ago in Araranguá, a coastal municipality located in the far south of Santa Catarina. It was later transferred to Criciúma, a city 42 kilometers away with more than 225,000 inhabitants. Today, its headquarters are located on the BR 101 (the highway that crosses Brazil from north to south). It was therefore a strategic move, due to the ease of access to natural gas in the region (the company has its own deposits, licensed for extraction) and its geographical position (direct access to Florianópolis, Porto Alegre, among other cities, and the ports).

All the products have the same base (red dough) and go through the same production process. What changes from one line to another, from one shape to another, is the surface. There are a variety of textures, which Angelgres calls "process typologies". Its portfolio includes, for example, ceramics with matt and glossy textures, as well as those for outdoor use with efficient non-slip friction. The factory has polishing machines, so the polished ceramics are made and produced 100% on site, and then go through the grinding process.

The company also stands out for its production of large rectified formats, which are 72x72 cm, 73x73 cm, 92x92 cm, 93x93 cm and 58x1.20 cm (new equipment acquired will allow the formats to be expanded).

However, it does have lines in smaller formats, which are in demand in some Brazilian regions and on the international market: 31x60 cm, 60x60 cm and 44x44 cm are versatile sizes that can be used on floors and walls, depending on the type of product.

Other highlights from Angelgres are the 15x60cm (bold) and 19x120cm (rectified) ceramic tiles. The 36 x 73 cm rectified, high-relief and smooth formats are also part of a line of products with a higher turnover. The aim is to supply the most varied niches and markets.

Internationalization at its core

Angelgres is essentially focused on export culture.It was born with this objective more than 40 years ago, and it has always been part of the strategic plan of the board of directors and shareholders. However, it was around 20 years ago that it established itself as an exporting company. Initially, it did business with border countries and then with some Caribbean countries. Over the years, with the expansion of its products, formats and types, these markets have expanded.

One of the company's strategies has been to seek out markets that demand more specific products, which has led to the creation of a more solid export department, with qualified teams with knowledge of various market areas. The result has been a diversification of clients and a spread across several countries.

"It's been a journey of hard work, focus, internal adaptation and product development, as well as understanding the needs and demands of the market. This has led Angelgres to become a major exporting company, jumping from a level we had 20 years ago to what we have today: 50% of production volume is destined for the international market," explains Andreia Debiasi.

The aim is to keep exporting 40-50% of the material delivered by the factory and to focus on the American continent (Southern Cone, northern South American countries, Central America and the United States). Currently, the main destination for the brand's products is the United States, followed by Central America and the Caribbean.

Aimed at North American demand, they even developed a customized format, adapting the factory, the process and the furnace, which at first generated a lot of determination and resilience internally, but soon a lot of business came in and accounts and supplies were opened with construction companies and other niches both in the USA and in other countries.

Angelgres' export department has been structured so that, in addition to having qualified sales representatives, it has a specialized team that, among other things, prepares documentation for various countries.

According to Angelgres' export manager, participation in international trade fairs is considered essential and has been boosted by the ApexBrasil (Brazilian Trade and Investment Promotion Agency) project in partnership with Anfacer.

Innovation and spraying

For the next few years, the company is focused on adding value to its products, differentiating them by format and type. The investment in new equipment for the factory aims to serve a market that has been showing interest in large formats for some years, as well as producing types such as polished, something new for the ceramics industry (until now only offered by porcelain tile factories).

Angelgres is also looking to expand its participation in the North American market, identifying new opportunities and new niches. According to Andreia, being a company that has been exporting to the USA for so many years is an excellent reference for other markets, as it has this differential in its sales arguments. Finally, the company from Santa Catarina is sticking to its strategy of spreading the word throughout the American continent.

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