CNA Group: Market Turnaround, 400K Recovery and 20% Growth in 12 Months
€8M international portfolio managed across Americas and UK. Full Mexican market turnaround post-subsidiary closure — €400K stranded stock recovered, new distributor built from zero. 20% sales growth delivered in a single year.
CNA Group — Brands: CATA, Nodor, Apelson
2011
CNA Group had just closed its Mexican subsidiary — leaving €500K in stranded stock, no commercial structure, and a market in freefall. Simultaneously, the Americas and UK portfolio worth €8M (9% of group revenue) needed active management and growth across multiple markets with very different dynamics: Argentina under import restrictions, Chile with a contract channel opportunity, Peru with zero prior presence, and the UK requiring product adaptation.
Mexico turnaround: SPV created, new distributor framework established, 400K of 500K stranded stock recovered, 80% recovery rate. Peru: new market entry from scratch, SPV established, distributor selected, pricing architecture built, CATA, Nodor and Apelson positioned with no prior presence. Chile: existing relationship with construction suppliers expanded into a structured contract channel, products adapted for large-scale residential developments. Argentina: logistics and commercial strategy redesigned under complex import restrictions. UK: full product range adapted for voltage standards, plug specifications and local certifications. 20% sales growth across the full portfolio in a single year. 8M portfolio managed, 9% of group total revenue.
The Mexico situation was not a standard market restructuring. It was a crisis recovery. Stranded stock depreciates. Distributors lose confidence. Every week without a structure costs money and market position. Building an SPV, finding and onboarding a new distributor, and recovering 400K in under 12 months while simultaneously managing four other markets at growth pace is a different order of execution from standard KAM work.
"Oriac es un gran profesional con un compromiso total por su trabajo, muy proactivo y gran conocedor de las técnicas del comercio exterior. Orientado a los resultados y de carácter afable, a lo largo del tiempo ha ido tejiendo relaciones muy estrechas con sus clientes internacionales." — Enrique Roca, Export Director, CNA Group
Appliances Manufacturing