Myral continues its development and strengthens its prescription team

Stéphane Cuzzaini: "Our challenge, to offer relevant choices while guiding towards our solutions"

Stéphane Cuzzaini, a seasoned professional in charge of the Southeast quarter of France, firmly believes in the Myral solution. With fifteen years of experience in building, has developed real technical expertise in the field of ITE.

What route took you to Myral?

Stéphane Cuzzaini: At the start, I started working for the Onduline company, which designs roofing and cladding panels, mainly for the tertiary market (industrial, agricultural buildings). This first experience, which lasted 6 years, allowed me to develop my expertise in the ITE market, by visiting many design offices in particular.

The following 8 years, I worked for Everlite Concept, a company which offers high-end cladding with a marked architectural aspect, in a segment close to that of Myral. During this period, I participated in the energy renovation of many projects where the exterior appearance of the buildings was of great importance: sports complexes, gymnasiums, schools ... This allowed me to carry out work of prescription and technical recommendation with architects wishing to reconcile their vision with technical products. I really appreciated this consulting work and this privileged relationship that I developed with them.

What major skills do you intend to bring to Myral?

Stéphane Cuzzaini: First, therefore, my ability to support project management on technical recommendations. But also the relationship with companies in the implementation of products. It is part of the work that I have always done. At Everlite, we had a design office, like Myral, with a person who could move on a case-by-case basis, however, I myself assisted the installers a lot. I sometimes accompanied them in site meetings when there were technical issues, to start the site, carry out diagnostics and provide technical advice ... For me, what is important is that the recommendation that I bring to project managers is as specific as possible so that it can lead to a lasting achievement and in accordance with what I proposed. The assurance of a final quality rendering is participating in the reputation of the product and opening up to new business.

What do project managers expect from a prescriber?

Stéphane Cuzzaini: They expect answers to their different requirements and inspirations without anyone coming to question their vision. After several years alongside the architects, I learned to be attentive and to adapt as closely as possible to their expectations, to the very particular "architectural image" they have of their project. We must be able to understand it and find solutions adapted to their desires, and if this is not possible, find effective alternatives that do not betray their signature. Offering them choices that work while guiding them towards the solutions that we defend is the challenge of our job!

How did you hear about the Myral group?

Stéphane Cuzzaini: I had noticed it at trade shows. What I liked was the visual aspect of the product and the architectural image it offered, with large panels, a variety of aspects that made us wonder what it was! When you see the brushed aluminum effect of the “Alunatur” panels or the perfectly reflective surface of the “Poli Miroir”, it is surprising!

Then I ran into Myral on business. As an anecdote, when I worked for a competing company, I took care of the technical recommendation for the dressing of the balconies of the towers "Les Moulins" in Nice. And it turns out that Myral was working on this same project. We were competing on the cladding part of the facades in ITE cladding and Myral was chosen because I was almost twice as expensive! By taking an interest, I discovered a beautiful company that offered innovative products.

Precisely, how do customers and the competition view Myral and its solution?

Stéphane Cuzzaini: There is positive feedback, both from customers, installers, owners and architects ... Installers favor products that are simple and quick to implement; the project and project managers, for their part, will want high-performance products, not too thick, aesthetic, but also economical from a budgetary point of view… In all these cases, the Myral solution perfectly meets their specific needs.

The group is also recognized as an actor with quality technical expertise. His way of supporting companies upstream and downstream of construction sites, his ability to listen, his role as an advisor and the strong responsiveness of his teams in the event of problems are well perceived. However, the notoriety of the product is still young and there is an important communication work to do ...

According to your view, what is the evolution of the ITE market in France?

Stéphane Cuzzaini: I would say that we are at the beginning of development. On the residential market, which covers condominiums and social landlords, there are very significant needs. We can now feel a real desire to fight against “energy sieves”. The government has recently started a dynamic to massively develop thermal insulation of facades through financial aid. It must be said that the ITE is the ideal solution to obtain buildings that consume as little energy as possible and therefore reduce the energy expenditure of the inhabitants, while providing thermal comfort in winter as in summer! In addition, the living area is preserved, construction sites are fast and can be done on occupied sites.

And what about public and tertiary buildings?

Stéphane Cuzzaini: There is still a lot to do too. Today, on this market, most new buildings are insulated from the outside… Beyond budgetary considerations and thermal capacities, to make the difference, you have to be able to provide a fairly strong architectural response… This is where Myral coatings come in: vertical, horizontal, oblique, flat appearance, hollow joint or standing joint, a rich catalog of finishes and colors… The Myral solution is available through a whole range of renderings capable to meet different expectations in terms of aesthetics. I am convinced that in this area in particular, our product has great qualities and has a bright future.

What is the potential of your region for Myral?

Stéphane Cuzzaini: I am lucky to cover the Southeast quarter of France, especially the Auvergne-Rhône-Alpes region which is a beautiful region, very dynamic. There are big projects and big players in the social sector, in particular in Lyon ... But I don't want to base my entire strategy on the social, because that is what all our competitors do. I think there are really interesting opportunities to seize at the level of public markets for schools, gymnasiums, hospitals, nursing homes… We must diversify and lead both: keeping our position and our market share on social housing, but also on the tertiary market and public buildings, where the architectural image counts… Because I am sincerely convinced that in terms of aesthetics, the Myral solution is capable of bringing real added value to buildings.

In addition, I am going to have an important work of prescription to set up in the South, because the recourse to the ITE is there still little developed for the residential buildings whereas it makes it possible to massively reduce the air conditioning needs of housing…

It has been more than two months since you joined Myral. How did you experience your arrival?

Stéphane Cuzzaini: Even if she was disturbed by the health situation we are experiencing, I experienced it very positively! There really is a great team spirit. I was able to observe it during a meeting in March in Paris where all the prescribers and the members of the technical team were gathered. There was a great deal of osmosis and a very participative spirit: the exchanges between us were very fruitful, whether it was on communication media, site references, etc. This allowed us to collectively lead to solutions and improvements. I had very little apprehension when I joined Myral, but I was still pleasantly surprised by the professionalism and humanity of my new colleagues.

You seem confident and enthusiastic to embark on this adventure ...

Stéphane Cuzzaini: I am confident yes, because I strongly believe in our ITE solution. In my job as a project manager, success is really linked to having a good product that we believe in, a technical solution that can meet all the regulations in terms of fire, seismic, type of support, be it wood, concrete, etc. But also a solution that comes within budgetary constraints, while not skimping on the quality of materials and renderings. The Myral product ticks all of these boxes… And there are many markets to conquer! So even if the current period has brought the sector to a halt, that the recovery will be gradual, and that this forces us to work differently, I remain enthusiastic!

Geoffrey Pointin: "With Myral I have all the arguments to meet the wishes of architects!"

Geoffrey Pointin, strong of his many years of experience in the field of prescription of ITE, passionate about architecture and design intends to establish the presence of Myral in a geographical area hitherto little invested by the group: the quarter South West of France.

What was your professional background before joining Myral?

Geoffrey Pointin: I have been in the prescription business for almost 15 years. If my professional career is mainly focused on the world of facades and thermal insulation, this was not the case at the outset. In fact, when I started in the Carea company, my role was to manage central purchasing to sell sanitary elements to large surfaces and DIY wholesaler. I entered the ITE prescription by accompanying a colleague of the time whose job it was! When we went to the owners, she talked about the facades and I about the sanitary part ... As I spent time with her, I discovered the profession of prescription, for which I gradually become passionate! I then asked to change my job and join the prescription team of ITE, where I worked for several years in contact with many project managers and works, members of design offices and architects. During this period, especially between 2005 and 2012, I was lucky to be in a very promising Parisian sector. Indeed, it was the "great era" of programs in the UK (urban renewal), including those in Paris within the city which were important in terms of volume, but also very interesting from an architectural point of view, because there were financial means… It was a period during which I was able to work on very beautiful architectural projects!

Precisely, you seem to have a particular sensitivity for architecture… Where does it come from and how did you develop it?

Geoffrey Pointin: I have always loved design and architecture, and even art in general. Beyond the professional framework, these are real passions in my life. I have friends who work in design with whom I often spend time, I go to many exhibitions and I have the chance to travel regularly, to discover incredible architectures and crazy projects on certain parts of the globe. Over time, I developed a keen eye for architecture which is very useful to me in my profession as a prescriber. It allows me to have a “vision” and to grasp with greater precision what the architects with whom I collaborate want. This ability to project myself, I would say that is what makes me special.

How do you speak to these architects and how do you ensure that they respect their architectural signature?

Geoffrey Pointin: The keys are: the field, the knowledge of local files, the preparation of the meetings, the technical rigor and a certain capacity to project, to translate the desires of the architect into technically viable solutions and adapted to his project, while respecting as much as possible its architectural signature on the aesthetic level… This is how I see the profession of prescription and the relationship I have with my customers. In addition, my strategy is to be present at all times, to offer tailor-made support, to be in the advice, the recommendation ... Without "poking his pencil" to the architect! I do everything I can to help them make their projects written on paper a reality that meets their expectations, but when the constraints are too numerous, my work also requires me to know how to say no and offer them the best alternatives. .

How did you hear about the Myral group and its ITE solution?

Geoffrey Pointin: A few years ago, I settled in Brive-la-Gaillarde to work on the Southwest region, before returning to make weekly round trips to Paris. And in 2016, in the Capital, it's simple: Myral was on everyone's lips! I realized that the architects spoke a lot about the M32 solution, praising in particular its speed of implementation, the fact that it enters much more easily into the budgets of the owners because more economical, the efficiency of its insulating power mixed with the record thinness of its panels ... And as much to say that I was really annoyed! The Myral solution aligned all the good arguments, while I, at Carea, found myself having to sell a solution with similar characteristics, certainly, but much more expensive: 30 euros per m² more on average compared to this product. So when you are in Paris and you have files that have between 5 and 000 m² of facades to cover, if you multiply by 6, the calculation is quick!

What led you to join Myral?

Geoffrey Pointin: After several years, as a sales manager managing large accounts, I felt like I had done the trick. The exchange with Sylvain Bonnot (CEO of the Myral group) tipped the scales. I was already convinced of the product and we talked about a position where I could have the assurance of benefiting from a budget and the support of the hierarchy to develop the prescription in my geographical area and great freedom of action. In addition, I was very reassured that the boss displayed a vision and a course, that he clearly knew where he wanted to lead the business. The Myral R&D center also provides remarkable work, particularly around fire risk and environmental procedures, which are imperative to take into account today. Overall, the group has very good ambitions and, in my opinion, is going in the right direction.

So, when you joined the company a little over a month ago, were you comforted in this choice?

Geoffrey Pointin: Yes no surprise: it was 100% consistent with the human and professional image that I had of it. What I find great with Myral is that it is a French group with a production site based in France, in Is-sur-Tille in Côte-d'Or. Our production lines are quite high-tech, with a manufacturing reflection that is quite relevant ... We really do not have to be ashamed of our solution and our infrastructure: I already know that I could show around a beautiful factory to French owners and present them with an innovative product. Without overwhelmingly favoring Myral, there aren't many companies capable of offering this. In addition, although it is a "small" company, the group is well structured. Its teams, especially the one responsible for prescription, are solidly established and show great professionalism: I had the opportunity to realize this by going to tour with Pierre Guerrero (responsible for prescription in the Grand -Est and Île-de-France). Beyond the very good understanding that was born between us during this trip, his impressive knowledge of the profession also marked me. In short, even if I had no particular apprehension before entering Myral, all of this is very reassuring.

What is the development potential in your geographic sector: the South-West of France?

Geoffrey Pointin: There is still everything to do! In the South West as everywhere in France, the housing rehabilitation fleet is huge, the market is therefore very buoyant for the ITE prescriber that I am. At Myral we have a very good positioning in terms of renovation: we offer cladding that is among the cheapest on the market and the fastest to install. In terms of the price of supply and installation, our facade coverings are similar to thin plaster on insulation, especially due to the absence of framework, but obviously with durability, an aesthetic rendering and an architectural image without common measure!

What about construction in the new?

Geoffrey Pointin: The market potential is just as important. Bordeaux and Toulouse, the two main urban centers in my geographic sector, are cities known in France for being attractive and attracting many new inhabitants, therefore, a large number of new buildings will be built there… And I know that thanks to Myral solution, I will have all the arguments to position myself on these new projects.

Finally, there are sectors in which the group is still very little positioned, such as that of commercial buildings. I intend to develop our presence on this site typology, in the same way as public buildings and individual / collective housing, because there too, the field of development is very important.

Listening to you, you seem quite confident and determined!

Geoffrey Pointin: The profession of prescription is certainly demanding, but also very exciting because we have the chance to meet different people every day, to participate in beautiful projects with talented architects. As I said earlier, the ITE market has a bright future everywhere in France, especially in the Southwest. Being the first Myral prescription officer assigned to this geographic area, the "territory" is therefore entirely to conquer! The prospects are really exciting and I am all the more motivated because I have in my hands a product in which I believe. I am sure that I have a whole range of real arguments to meet the needs and requirements of architects, technically, aesthetically, economically, with the addition of Made in France production: an argument that counts at a time when the post-Covid19 economic recovery will come from support for national companies. Besides, I invite the actors of the project management and project management of the Southwest to visit our factory!