From a modest one-man business to a global player with 130 employees worldwide: Industrielack AG from Wangen SZ (ILAG for short) has developed into a successful supplier of industrial coatings over 60 years. Its top-quality products are mainly used to coat cookware and bakeware. They ensure that hash browns stay crispy, that schnitzels are cooked all the way through and that cake does not stick to the tin. The raw products are purchased on the world market and then refined at two production sites; one located with the parent company in Wangen and – since European cookware manufacturers have outsourced their production to China – another in Shanghai. And in key countries – where well-equipped kitchens are a priority and there is ample purchasing power – sales agents and distributors are employed, while the US market is handled by the company’s own sales office in Chicago.
“More than 80 million items – mainly pans and baking tins – are coated with ILAG products worldwide.” The CEO Hans-Georg Geisel cites the reasons why ILAG can compete with major corporations in global competition: “We have a broad technological base, offer a top service and concentrate on brand manufacturers and own brands in the retail trade.” Great value is placed on contact with all parties involved in the value chain. According to Geisel, this serves to control quality and has the effect “that the European retail trade in particular specifies ILAG for coating its products.” Co-branding is a key factor in ILAG’s marketing strategy. “It enables us to place over 10 billion ILAG logos on product packaging and consumer flyers every year.” Geisel is referring to brands like WMF or Kuhn Rikon as well as retail giants such as Aldi, Lidl, Migros or Coop.
New markets in sight
ILAG generates 55 percent of its revenue – which amounted to 34 million Swiss francs in 2017 – in Europe and mainly with consumer products. Now it’s time to open up new markets. “Our coatings are also used in industry, and we want to expand this area in the future,” says the CEO. Hans-Georg Geisel is convinced that non-stick coatings from Switzerland’s March region will increasingly be used for technical applications, be it in the medtech or automotive industries, for the construction of wind turbines or in numerous other technical fields; essentially, wherever quality and innovation as well as customized solutions and personal support are required.
