APE Cerámica logo

1. Presentation of APEI.

1. Presentation of APEI. Organisation’s profile In Ape we are concerned with offering the best to those who surround us. We are focused on the people and customers and this begins on the following premises: -Your well-being is our aim -A society directed at the customer where we care for you, your situation and your feelings.II. Description of the companya. Who are we? APE CERAMICA SLU is a company that distributes and commercialises ceramics and adds comprehensive and functional decorative solutions for your home both in wall and floor tiles. It was born in 1992 as a family company with eagerness and an exporting and service vocation, working day by day to offer the best to its customers. Nowadays, APE deals in more than 100 markets and has more than 250 collections designed to offer a world of functional alternatives for homes and other architectural spaces.b. Our mission. Business idea To offer quality, service and design, support for sales. To create a product of mid range and mid-high range to cover current necessities, and decoration demands. To be able to cover any decorative necessity in the ceramics world. To adapt to any customers, wherever they are, with our models.c. Our philosophy In APE CERAMICA we work for our customers, answering to their questions in a simple and agile way as well as knowing their markets very well. Hence our company philosophy is: APE, best for you. We were born with a exporting vocation and a business approach focused on people; this is the reason why our added value lies in service and personalized treatment. We want to offer the best to our customers wherever they are. For this reason, we anticipate market changes, and we adapt to any market with personalized promotion and collections. We offer quality, design and distinction. We have a friendly and confident treatment of our customer and try to answer all demands in a close and agile way. In conclusion, the added value of Ape lies in focusing on people. Therefore, as members of this company, we must act in a simple, easy, non-bureaucratic way, making the process easier and solving matters faster for our customers. Our obsession is to offer the best service. That is why we count on more than 5000 items designed to combine all of customer’s tastes. We also have a guaranteed stock of 2,000,000 sqm and 1,800,000 special pieces. Equally, for the most inquiring, we have the latest 3D technology to simplify the distributor’s task when choosing the decor tiles, colours and settings, that are most suitable to their market.d. Our values Generally speaking, these are our values that make up our fortitude: Service vocation and sustainability Our customers’ loyalty International presence and character Caring communication/advertising at the point of sale. Humility when addressing customers and colleagues. Familiarity and nearness both among us and among our customers. The continuous effort to offer collections adapted to our customer’s needs.e. History and evolution of APE CERAMICA’s staff More than 90 people involved in a great project APE CERAMICA has been a company in expansion since its beginning. We can say that APE has not stopped growing in its 20 years of life. We commit to the sustainable growing of both our markets and our human capital. There is a definite first period, between the years 1992 and 1995 where APE started up as a society and began to launch its first products and open markets. In 1996, the staff consisted of 11 employees and started to experience a sustainable growth. This coincides with the entrance into the American, Asian and European markets, reaching up to 19 employees in 2002. Between the years 2003 and 2004, coinciding with the French market opening and the consolidation of the markets of Eastern Europe, the number of workers reached 29. Innovation in product, creation of new mid-high ranges of product, the improvement of our brand image and the launching of our new brand Carmen made our staff raise 32.5%, reaching 43 workers at the end of 2007. In 2008, we noticed that France was a very powerful market that required greater dedication from our behalf. This created the opportunity to hire 3 more people to give more support. During 2009, we opened a new cutting facility and a new covered warehouse of 5000 sqm that made our staff increase to 56 people. The opening of a new showroom in Castellon with 400 sqm increased Ape’s staff to 59 in 2010. In 2011, we entered with force in the Chinese market. We also created the Internal Communication Department and launched a strategy and communication plan: APE, best for you. These reasons made our staff grow to 65 workers by the end of the year. Our 20th anniversary, in the year 2012, together with the increase of collections and brands and the expansion of our facilities, coincides with an increase of almost 20% of our staff, getting us to 80 workers. During the first three-month period of 2013, we continued growing and making and effort to improve day by day. We enlarged our warehouse, covered it and we included a new business line, Ape Home. This made us grow upwards to 13 workers. At this moment, Ape Ceramica’s team consists of 93 people. Our 20th anniversary, in the year 2012, together with the increase of collections and brands and the expansion of our facilities, coincides with an increase of almost 20% of our staff, getting us to 80 workers. During the first three-month period of 2013, we continued growing and making and effort to improve day by day. We enlarged our warehouse, covered it and we included a new business line, Ape Home. This made us grow upwards to 13 workers. At this moment, Ape Ceramica’s team consists of 93 people.2. Other dataI. General turnover As it has already been highlighted, Ape Ceramica was born with a clear exporting vocation. This fact has led us to enter in different markets. Our sales, as shown on the graph below, have been increasing year by year. Therefore, we take care of the design of our collections and our service, to meet our customer’s needs. II. The warehouse and number of loadings per year From the first day, Ape has invested heavily on stocking material and making the adequate facilities to protect it. Year by year, we have been increasing the square metres of our covered warehouse and have purchased additional land Some data: Sqm of warehouse: 46,624 sqm Sqm of interior warehouse: 16,024 sqm Sqm of covered warehouse: 900 sqm Production stocked in sqm: 2 000 000 sqm Special pieces in stock: 1 800 000 special pieces (decorative pieces and borders) Number of loadings per year: 30 000 loadingsIII. Number of countries where we have sold Today Ape works in more than 120 markets and has more than 200 collections designed to offer a world of functional alternatives for homes and other architectural spaces. In conclusion, we are constantly taking care of our markets and looking for new ones. 3. ISO ISO 9001 & ISO 14001: We are proud to announce that APE CERAMICA has obtained the ISO 9001 and ISO 14001 certificates, after a lot of hard work of APE CERAMICA. Research was done with customers and suppliers, processes and work instructions. More specific techniques were developed to take care of the details of our customer-directed company, following the EFQM, an excellence model that guided it. 4. APPS Naturally, Ape is at the cutting edge of new Technologies. We have presented 2 Apps to make the presentation of our product easier. The application of APE Loft, available in the APP Store for free, offers the possibility of designing your own wall, as well as presenting all collections in a simple way with a great variety of settings allowing you to surf by rotating the image up to 360o. Apart from this, Ape’s general catalogue is also available and is automatically updated with the new collections. Take your catalogue with you in a more easy way, always up-to-date by downloading the free application from the App Store.5. Design of collections To design our collections in Ape, we take into account: I. Fashion trends: colours, textures and decorations. II. Trends in furniture: borders and decorations. III. Trends in decoration: wall paper, decorative objects, paintings... IV. Inspiration in nature: stone, marble and wood. V. Feedback from our area managers, agents and customers: 12 Area Managers, 68 agents and thousands of customers. The result: More than 200 collections in our catalogue and sales in more than 100 countries all over the world. Our collections are always adapted to each customer, with series that offer decorative solutions to any consumer. We are always searching for the best for you. Ape, Best for you.


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