Menuiserie Magnin takes stock of the changes that have occurred since its acquisition by Bruno Malerba Finances

15 months later

Primarily specialized in the design, construction and installation of wooden staircases for interior use for collective and individual housing, MENUISERIE MAGNIN is located in Charlieu in the Loire (42). In September 2022, she joined the activities of BRUNO MALERBA FINANCES, which notably includes the company MALERBA, a leading manufacturer of technical metal, wood and glass door units, based in Cours in the Rhône (69) and located less than 20 km from CARPENTRY MAGNIN.

The year 2023 closes and the company forecasts a turnover of more than 7,5 million euros, an increase of approximately 20% compared to 2022 for 45 employees. Remember that its products are distributed directly to French carpenters and referenced by leading real estate developers such as Nexity, Vilogia, Bouygues Immobilier, etc.

For Bruno MALERBA, President of BRUNO MALERBA FINANCES, this acquisition is part of a logic of expanding MALERBA's portfolio of activities for its customers specializing in interior carpentry.

At the time of the takeover, the Rhône-Alpine entrepreneur was also committed to launching, thanks to the synergy with MALERBA and the other BRUNO MALERBA FINANCES companies, new ranges of mixed wood-metal staircases for customers. carpenters and in line with the expectations of real estate developers and architects.

To give it the means to develop, he also promised to make significant investments on the production site and to quickly develop a new visual identity consistent with that of MALERBA.

15 months later, at the start of 2024, the brand announces its change of visual identity, which gives it the opportunity to present a first assessment of the actions undertaken since the takeover of the company.

A new visual identity for a new start

Radically different from the previous logo, the new MENUISERIE MAGNIN logo takes up the easily identifiable “M” monogram and closely associated with the MALERBA company, thus emphasizing its family link.

This monogram, a true summary of the history and identity of MALERBA, symbolizes openness to change. By taking up this strong symbol resolutely turned towards the future, the new MAGNIN logo announces a new era and illustrates current and future perspectives. Indeed, upon its acquisition and to prepare the company for the future while giving it a new dimension, the new management of the company launched a program of redevelopment and expansion of the staircase ranges and initiated changes important in terms of organization and industrial investments.

Note that, upon its acquisition, Bruno MALERBA indicated its desire to develop a new visual identity consistent with that of MALERBA, while retaining the name MAGNIN. In this way, the new visual identity, however innovative it may be, establishes a strong link between the past and the future.

Indeed, while repositioning the brand and signifying its link with MALERBA, it also retains the historic name of MAGNIN, a brand renowned for the quality of its works.

To support the launch of its new identity, MENUISERIE MAGNIN is also unveiling its new website (www.magnin-staircases.com) and new documentary materials. The company also confirms that it will henceforth use the MAGNIN brand for its communication.

A completely redesigned commercial organization

Inspired by the commercial organization in place at MALERBA, a new commercial map of France has been put in place with sectors run by business providers, who are, for the most part, MALERBA sales agents and delegates MAGNIN sales representatives. They are responsible for identifying and qualifying projects and work in pairs with business managers, whose mission is to establish quotes and dimension surveys.

For Bruno MALERBA: “The new organization that we deployed at the end of last year has the advantage of ensuring commercial coverage throughout France, which was not the case previously. In addition, the distribution of roles between providers and business managers ensures that we have a real field presence, as well as great responsiveness in our commercial responses. We are now working to ensure an increase in the skills of our business providers, who, although they know the carpenter clientele well, are not yet all staircase experts. »

Furthermore, MAGNIN's operating mode is gradually aligned with MALERBA's practices. From now on, the company will only supply the stairs and also offer installation services delivered by its network of specialist installers approved by the brand. Bruno MALERBA specifies that “This method of organization ensures that we, industrialists, do not find ourselves at odds or in competition with our clients who hold contracts with real estate developers.

It also ensures that the manufacturer carries out his work as an industrialist by defining production standards and guaranteeing consistency of production, the only guarantee of a controlled level of quality which satisfies customers over the long term. »

Ambitious development projects

Significant investments are currently underway to increase MAGNIN's production capacity, with the addition of an extension of approximately 2 m² to the main building. This extension, delivery of which is scheduled for the second half of 000, aims to redesign production flows in order to ensure a real ramp-up of the production tool. Indeed, Bruno MALERBA explains that “the objective is to increase MAGNIN's total production capacity by around 40% from 2026. With the new commercial organization in place and the expansion of the product range currently in preparation, we must be able to absorb new orders. Especially since we also want to be ready to support our clients when the housing market recovers. »

At the same time, MAGNIN plans to equip itself with new, latest generation machines. Thus, the production site will welcome, from February 2024, a new numerically controlled machine equipped with a 5-axis head and a 4-axis head with digitally placed bridge and suction cups to facilitate and make the production of balanced steps more reliable, before receipt of a flow center for straight steps programmed later. To complete the reorganization of the site, let us mention that a storage building will also be built.

With a surface area of ​​1.750 m², this closed and secure building will store raw materials and finished products. The roof will be equipped with photovoltaic panels over an area of ​​1.700 m² which will partly meet the company's electricity needs. Its delivery is scheduled for the first half of 2024.

More than 4 million euros are planned to finance development projects and investments in new generation machines.

For Bruno MALERBA: “These investments provide MAGNIN with a technologically advanced, secure and efficient production tool. This is the only way, in my opinion, to continue to offer qualitative product solutions tomorrow at controlled costs while being manufactured in France in good working conditions for our employees. »

Finally, to support its investments, the company is working in parallel on the overhaul of its product and service ranges, with the aim of presenting its customers with a renewed and expanded offering to meet their needs as closely as possible. It also plans to ultimately recruit more than 15 people by 2026 to expand its various services (sales service, design office, production).

What about CSR?

An eco-committed company, MAGNIN has initiated a CSR approach which is implemented on a daily basis and has already undertaken numerous initiatives in this area. Thus, the company has PEFC certification, uses mainly recyclable (steel, wood) and bio-sourced (wood) materials and has FDES freely downloadable from the INIES database. In addition, it is currently making investments in the latest generation equipment which will ultimately contribute to optimizing its material and energy consumption and reducing the arduousness of work on its production site.

These investments will notably allow the company to be almost autonomous in terms of electricity consumption. Furthermore, the majority of its waste is now recovered and the company is engaged in a process of progressive dematerialization. Finally, the company manufactures its products exclusively in France and contributes to boosting its region and its local economy.

Something new on the product side

As soon as it was acquired, the company's new management launched a program of redevelopment and expansion of the staircase ranges in synergy with MALERBA, a master in working with wood, metal and glass components.

Firstly, the product ranges were reorganized and simplified to make the available offering more readable.

At the same time, the company launched the development of two new product ranges. The first range, currently being finalized, will be marketed under the name EPURE. It presents a staircase equipped with a guardrail with openwork posts and articulated fixing points and stainless steel tube rails, topped with a rounded and light handrail.

This combines all the nobility and beauty of wood with a designer metal railing, giving great modernity to the whole.

In addition to its successful design, it was also designed with the intention of shortening the delivery times of the equipment to provide a solution quickly when the need arises.

Concerning the second range, this one is of the metal “Beam” type with metal guardrail. Although this new staircase gives pride of place to metal, it nevertheless retains wooden steps, to ensure great comfort of use and a warm aesthetic. Beautiful and very modern, it has a strong presence for dressing large volumes and, as such, is perfect for dressing houses such as contemporary duplexes. Currently in development, this new staircase is announced for release in 2024.

More information to come regarding new MAGNIN products during the first quarter of 2024.