Portrait of a well-managed undertaking
By
Nico Erle Ciriaco
Premium
mattress & foam brand Uratex celebrated its 45th year in the
business through an intimate media forum at the Fely J Restaurant inside Glorietta 5 Mall in Ayala Center Makati.
Established
in 1968, with a start-up capital of P45, the RGC group of companies is a far,
far cry from its humble beginnings. Today, the company manufactures not only
foam mattresses but also textiles, plastic products, radiators, leaf springs,
metal parts, mufflers, automotive parts, foam for Toyota cars, as well as car
seats for Mitsubishi since 1975.
Just
like the rest of the world, many Filipinos suffer from sleep problems. Their
conditions are no different from all other races and ethnic origins. That’s why
Uratex, a brand known for making quality foams & mattresses, continues its
advocacy in helping Filipinos get that good sleep by coming up with superior
bed products.
“We
have product lines that address different profiles and requirements. So it is advisable
that you take time and test the mattress you bring home. Foam is liquid then
transformed to its solid state,” stressed out marketing manager Dindo Medina.
“Quali-5
cellular technology allows us to meet our adherence to quality. We have passed
ISO 9001 quality assurance processes as makers using world-class equipment.
Uratex is the second company in the world to use the Hennecke Multiflex machine
from Germany. Consultations inspire our processes. Usage of best raw materials
coupled with superior formulations and processes with top-notch engineering
techniques assure optimum results,” he added.
The
intimate press confab was also part of Uratex’s recent accolades from the
Reader’s Digest when the said publication bestowed upon the company the
Platinum Award as a trusted brand; winning the recognition for five consecutive
years, as voted by the consumers themselves. Three years ago, Uratex also won
the Quality Circle Competition, a worldwide recognition for business
enterprises. “Quarterly, we present implemented projects; not just suggestion
schemes,” continued Medina.
Uratex
enjoys a lion share of the foam market by cornering a chunky 70 percent of the
segment. Of its production composition, 52 per cent is devoted to foam and
mattresses, 22 per cent in metalwork, 11 per cent in fabrics, and 15 per cent
in plastic wares.
In
1983, the company delved into velvet and corduroy making for car seats and bed
covers. In 1989, it established their R & D Center as it ventured further
into toys, lingerie, electronic parts, and packaging. Uratex also produced
fabrics for stuffed toys of the Blue Magic label. In 2001, the food containers
were launched.
By
2008, operations expanded to Cebu. In 2011 Pangasinan followed suit. This year
saw the soft opening in Davao and Cagayan de Oro cities.
“In
toto, we have 15 factories and we will be opening two more very soon. Our goal
is to operate 22 by 2015. We have branches and logistics hubs in Isabela and
Gen Santos. We have also acquired properties that are ready for construction in
Iloilo, Tacloban, and Butuan. We are simply improving our customer service by
cutting the distance and travel time. It lowers the cost and makes our products
more affordable because freight has been taken out of the equation.
“We
have a 5-year warranty but our products last until 50 years!” enthused its
soft-spoken CEO, Natividad “Naty” Cheng, who was awarded with eleven other outstanding
entrepreneurs at the recently concluded MVP Bossing Awards. “Our staying power
is simply an adherence to quality. And because we’ve worked with Japanese
businesses for quite a time, we’ve adopted their way of running a company. We
also applied innovative thinking in all levels of management.”
For
more information on superior bed products and other sleep solutions, simply
visit their Web site, www.uratex.com.ph and/or call the
consumer hotline 888-6800.
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