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DWC Home | Magazine | Back Issues | January 2004 | Industry Profile |
Industry Profile Getting
to the Core of the Matter D&WC: Give a detailed description of your company and it’s history. Robert Sheih, president: Sunland Shutters, a division of Ta Chen Int’l Corp., is the world’s only manufacturer and distributor of Polycore co-extruded shutter components. During manufacture an aluminum core is co-extruded in the solid polymer. The aluminum core provides unsurpassed strength and rigidity. An additional benefit is the easy maintenance and the moisture resistant properties of synthetics. Ta Chen was established in 1986 and is now a master distributor and manufacturer of stainless steel products available worldwide today. Our success has always resided in empowering our employees and the endless pursuit for innovation. Today Ta Chen International employs more than 200 people in the United States at its six sales and warehouse locations. These facilities are strategically located to serve its customer base. Current locations include: Atlanta, GA; Chicago, IL; Houston, TX; Long Beach, CA; Burlington, NJ; and Tampa, FL. Nasta International, a division of Ta Chen, has been in business since October 1999. Nasta International is a leading producer in stainless steel step bars, bedrails and grill guards. Its products are known in the marketplace for being all stainless right down to the nuts and bolts. With Nasta International and the newly joined Sunland Shutters division, Ta Chen International looks forward to the future with pride and optimism and also welcomes any challenges that may come forth. D&WC: What window covering products did you handle initially? What products do you handle today? Sheih: Our introduction into the window covering market was in March 2003, but the research to develop a synthetic louver strong enough to span a panel 36 inches wide began six long years ago. Trying to co-extrude an aluminum core louver was a long and tedious process of trial and error. Over 80 tons of raw materials were processed before a quality aluminum core louver was extruded. In January 2003 we brought to market a shutter program featuring an aluminum core shutter called Polycore. The product was so well received by the consumer and shutter companies that by March 2003 we had started a new 125,000-square foot extrusion facility in Taiwan in order to keep up with the growing demand for the Polycore shutter and the aluminum core louver. D&WC: Is your business computerized? Sheih: Being on the cutting edge of technology is a primary focus for our company. We write and develop our own software. When our employees in the United States are going home for the day our IT department overseas is just starting its day. This allows us to maintain and develop software quickly, while effectively staying on the cutting edge. All computers at all six U.S locations and our six factories overseas are all real-time with each other. Our Web page, www.tachen.com, has functions ranging from online ordering, online quotes, employee bonus tracking system and inventory control, and it automatically updates every five minutes. With the use of a special password our customers have access 24 hours a day. In the coming year we will offer a shutter sales tool enabling our customers to download their shutter orders directly into our system through the Internet from anywhere when it is convenient for them. D&WC: What best describes your niche in the marketplace? Sheih: With the introduction of Polycore, Sunland Shutters has proven that all synthetic shutters are not created equal. No other synthetic or vinyl shutter manufacturer in the world offers aluminum reinforced co-extruded components. Aluminum reinforcing allows Sunland to safely build Polycore panels 36 inches wide, which increases the viewing area while reducing the number of panels necessary to cover the window. D&WC: What are some of the key factors involved in your growth and success? Sheih: Our rapid growth and success is the direct result of four important factors: the public’s demand for our product, our low price, our short manufacturing time, and the fact that we are a worldwide master distributor. With our factories overseas and our six divisions in the United States we are able to quickly and effectively sell and distribute Polycore shutters without increasing the overhead of our parent company, which allows Sunland to offer a top-quality shutter at a low price. D&WC: What are your strengths in the market place? Sheih: Our real strength is the fact that we don’t have to depend on other companies to help us produce the Polycore shutter. We are the raw material extruder, the finisher, the fabricator and the distributor. Another strength lies in our ability to utilize the resources available to us to keep improving the efficiency of our Polycore shutter program from start to finish. D&WC: What distinguishes you from your competition? Sheih: The reasons why we stand apart from other shutter companies are many. If I had to single out the most important one I would have to say it is the aluminum reinforcing in all our shutter components. Aluminum reinforcing takes all the guesswork out of buying shutters. Customers take one look at the aluminum core in the louver and they know they are buying the strongest shutter available on the market today. D&WC: Who are your customers and what parts of the country do you service? How many salespeople do you employ? Sheih: Our customers come from the retail and wholesale trade, building contractors and commercial developers. We employ more than 1,400 people worldwide, with more than 200 residing in the United States. D&WC: Do you educate your customers? Sheih: Customer education is a main focus for Sunland Shutters. Shutters are a big investment for the consumer and we have found that if we take whatever time is necessary to really educate our customers about product and product comparisons they will become effective salespeople more quickly. In the coming year we will be offering seminars in different geographical locations. Sunland Shutters 5855 Obispo Ave. Long Beach, CA 90805 (877) 786-5263 fax: (562) 808-8109 www.sunlandshutters.com |
