Electro Cirkel is becoming more international. After almost 60 years with Rotterdam as its home port, the family business is looking to new markets for further growth.
The reason is straightforward. Ship chandlers operate globally, and Electro Cirkel wants to be where its customers are. Singapore is the first major step, with other international ports to follow.
We sat down with owner Rudolf van Soelen to talk about international growth, competing on quality, the strength of Calex Marine and the role of entrepreneurship in taking an almost 60-year-old family business forward.
Rudolf, why is Electro Cirkel looking beyond Rotterdam?
Rotterdam will always be very important to us. At the same time, the port faces strong competition, while geopolitical developments are affecting traffic and activity. Our customers, the ship chandlers, operate internationally. If we want to continue growing with them, we need to be present in other major ports where they are active. Next to Houston, Singapore is our next major international step. But it won’t be our last.
So, how are things developing in Singapore?
The market response has been positive. We have been operational for about three months now, and ship chandlers are open to working with us. But at the same time, it is a tough market. Singapore is close to China and the rest of Asia, so there is a lot of competition on price. We knew that going in. We must compete, but we also have to stay true to what Electro Cirkel stands for.
And what does Electro Cirkel stand for in Singapore?
Our products meet strict European regulations. In Singapore, you could sometimes even say they are overqualified. But vessels operate internationally. Customers need to know they are getting consistent and reliable quality, regardless of where they buy the product. There are cheaper alternatives. But if something needs replacing after one voyage, cheaper does not necessarily mean better.
How important is Calex Marine in that story?
Calex Marine has been active since 1954, and we took over the brand in the early 1980s. It started with navigation lighting, but today the range is much broader. Customers increasingly ask for Calex Marine by name. They know the brand and understand that quality has its price. Having our own established brand gives us a real advantage, particularly when entering new markets.
Your range goes from relatively simple products to highly specialised equipment. Does quality become more important as the value goes up?
Our product range is very broad. We supply relatively simple, everyday products, but also complex and expensive items such as explosion-proof materials and industrial washing machines. Especially with those higher-value products, there can be no compromise on quality. Customers buying these products are looking for durability and reliability.
Where do you want Electro Cirkel to be five years from now?
Our ambition is clear. we want to double the group’s turnover within five years. That means investing in new markets. Singapore is one step, and we are already looking at establishing ourselves in another major international port. My philosophy is simple. First, you invest, then you harvest. If you want to grow, you must be prepared to take risks.
That sounds ambitious. How important is the team behind it?
Essential. I see myself as a facilitator. I want to surround myself with specialists who are better than I am in their own field. It is like a football team. You need different people with different qualities, all working towards the same goal.
Our international expansion is a good example. You don’t establish a new operation overnight. We spent around two years preparing for our next international move. My son Geoffrey plays an important role here and will be responsible for this new adventure.
With Geoffrey the third generation is now involved. What does that mean to you?
That is something special. Electro Cirkel is an entrepreneurial family business. We have been around for almost 60 years, and now the third generation is active in the company. I am proud of our business, our brands and our people.
What should people expect from Electro Cirkel next?
That we keep moving forward and continue to grow internationally. We believe in our people, our brands and the quality we deliver. And we are prepared to invest to take Electro Cirkel further. That entrepreneurial spirit has always been part of who we are.
