Are European companies choosing quality over price?

Since Sjogren Industries, Inc. began selling their wire straightening products internationally in 1995, unit price has been a top priority among many European companies. Unlike Sjogren, the major straightener manufacturers in Europe use the same basic design and manufacturing methods to produce their straighteners. By producing similar end products European manufacturers compete on price alone, creating the perception that wire straighteners are commodity products.

As a result quality has suffered. Many of these straighteners have a poor design and are manufactured with low quality steel causing them to wear out quickly and lose the set.

This has been disheartening for Sjogren, having gained a solid industry reputation by providing customers with the highest quality products, designed and built by a superior engineering team. However, at Wire Düsseldorf in April, Carl P. Sjogren, president of Sjogren Industries, noted "There seems to be a shift in focus. For the first time since entering the European market attendees have shown a significant interest in the quality
of our products."

Now with manufacturing facilities ramping up in countries such as Turkey and Poland, customers are beginning to feel the burden of lower quality consumable tooling and they are looking for alternatives. Choosing a well made straightener with precision grooved rolls, such as those made by Sjogren Industries, will reduced setting time and yield faster lines speeds. These two factors can significantly improve production rates, which will save companies money in the end.

Sjogren Industries, Inc.

Tel: 508-987-3206

Fax: 508-987-1965