Brushes and paint rollers from Serbia used by house painters worldwide – Beorol Belgrade plans to continue expanding exporting markets in 2018

The Belgrade-based company Beorol produces around 24,000 brushes and around 16,500 paint rollers each day. These are the main products of this house painting products manufacturer, which celebrates its 20th anniversary next year.

Along with the 8 million brushes and 6 million paint rollers they produce a year, the factory also makes around 1,100 tons of plastic house painting products and around 10 million square meters of various types of stripes a year.

In addition to their own products, Beorol also distributes hand tools, protective equipment, technical chemical products and garden and house products made by other manufacturers.

The big event in 2017 is that the company has moved to a new facility. According to Aleksandar Vukasinovic, a co-owner of Beorol, in December 2016, they moved the distribution center to the facility in Dobanovci, and then the complete production as well in January 2017.

– By purchasing a new facility, we’ve considerably increased our efficiency, as well as product and service quality. This was our main goal in 2017. Prior to that, we were located in a rented facility and there was no room for major investments in capacities – Vukasinovic says for eKapija and adds that the production in Dobanovci has increased thanks to the purchase of additional machinery.

According to our interviewee, it is the export segment that has made the biggest advances this year. He explains that they are getting close to having half of what they produce sent abroad. Foreign markets will also be in focus next year, both in terms of greater amounts and penetrating new markets.

They reach foreign markets by taking part in international fairs and similar events.

– Continuous participation in such events, being there year after year, helps us become recognizable in various markets and among customers. Furthermore, we are investing more and more in digitization, adapting to new trends – says our interviewee, who was one of the participants in the recently held first regional Supply Chain Forum, organized by the Serbian Supply Chain Professionals Association.

Daughter-companies in the region, Russia and the UAE

Beorol realizes a part of its exports through its daughter-companies in Bosnia and Herzegovina, Montenegro, Macedonia, Hungary, the United Arab Emirates and Russia. They don’t produce in those countries. Instead, they distribute products made in Serbia exclusively.

Aside from further expanding the sales, Beorol doesn’t have any concrete plans for opening new companies in foreign markets for the time being. The process, as Vukasinovic explains, is slow and thorough.

– We’re not talking about investments only. Whenever we’re opening a new company abroad, we also need to secure quality workforce and send people who are familiar with the rules, the philosophy and the way things work over there – our interviewee points out.

The company employs around 250 people, half of which work in the production department. Contests for jobs in the sales department – field sales specialist and sales supervisor – as well as for trainees, are constantly open.

Abroad, along with workers from Serbia, they also employ local residents, and, according to Vukasinovic, their most diverse pool of employees is in the UAE.

Beorol was founded in 1998, and the founders’ vision was to create a company that would become the leader in the production of hand tools for house paining in the Balkans market.

K.S.

Beorol d.o.o. Beograd

paint brushes

production of brushes

paint rollers

production of paint rollers

house paining tools

house mainters

house painting

protective equipment

technical chemical products

garden tools

house tools

trowels

silicone gun

plastic gun

foam gun

polyurethane foam

glue

hand gloves

protective goggles

Aleksandar Vukasinovic

Supply Chain Forum