It is not easy to understand what Emuca is. At least it cost me his. The poor Marta Grau (Gandía, 1988), almost gave me up for lost. But I think she succeeded: Emuca is a brand of fittings and accessories for furniture. He does NOT make furniture. It does not have great visibility for the end user, because their thing is the design of fittings, feet, guides, handles, screws… But they are, from their headquarters in Valencia, leaders in their field in Spain and Portugal, and they sell in more than 50 countries. Looking for a soccer simile… they are the Casemiro or the Busquets of the sector: it contains, distributes game, but the fame goes to Cristiano or Messi.
We interviewed Marta Grau, Emuca’s eCommerce Sales Manager, in last June. Why? Because coming from such a traditional sector, Emuca has stood out for years for its commitment to digital. Let’s see how.
Interview with Marta Grau, eCommerce Sales Manager at Emuca
In a hotel, in Terrassa, in an environment “between meetings”, and very latebecause I got mixed up between Israelis and Portuguese… we started the conversation.
Introduce us to Emuca, let’s see if I understand it 😉
In Emuca We are leaders in Spain and Portugal in the design, manufacture and marketing of hardware and accessories for furniture.. Our more than 4,000 clients are furniture manufacturers or distributors, both online and offline, in the hardware and DIY sector. Many of the furniture accessories in your home are most likely designed and produced by Emuca.
What has been your journey to get here?
Emuca was born 37 years ago, but in recent times it has invested heavily on digitization. In 2013 we went out with our B2B, and through which Emuca receives and manages orders in a 100% digital environmentthat is, all our customers purchase our products via eCommerce.
We are proud that more than 55% of our turnover comes exclusively from the online channel. Emuca currently invoices around 60 million euros.
And what do you do “differently” to achieve that penetration?
In recent years we have seen the need for our customers, for example. This may sound obvious, but customers are amazed at how many information they have available on each product: detailed descriptions, more than 3,000 photos and videos, assembly instructions, technical questions, etc.
And all this, obviously, both on the web and on files and connectors that allow and facilitate integration in ERP or CMS of any kind. All this baggage has led us to recently launch…
What is Emuca Online?
It is “one more step”. At the logistics level we have many years of experience, we can define ourselves as very good both in logistics and in our product, and that is why, with EmucaOnline.es, our goal is become the specialist dropshipper in hardware and accessories for furniture at European level.
Through our portal, our online distributors can access all the content and process the orders they generate through their respective online channels. All this without the need to storesince we give them the possibility of managing the logistics from our warehouse.
With EmucaOnline.es we want to be the first European dropshipper specializing in hardware and accessories for furniture
Not all the distributors we work with use the formula of , because they want to maintain logistical control, but we not only offer the packaging, but also the customer service we can provide. There are business models that, increasingly, feed on Dropshipping by the many advantages it offers and we want to give them the possibility of being their partner.
How do you see the digital adaptation of the hardware and DIY sector?
The level of digitization of the DIY sector is on the rise, among other things because the big players, such as , which although it is a generalist has a lot of DIY products, have forced the sector to put the batteries.
Last year 13% of the sale of the Hardware and DIY sector was made through the Internet. In order for this figure to continue growing, it is necessary to continue adapting to the online environment, which implies a 360-degree change in the way many companies work. There is still a lot of work to doand we know that we will attend the funeral of many companies that have not been able to accept the change.
But e-commerce in the DIY sector is in fashion. It is true that we come from a very traditional sector, but new trends have forever changed consumer habits in the DIY sector. To the handyman lifelong the bricomillenials join them, young people accustomed to watching videos, being guided by recommendations and buying online. Small businesses and carpenters are also buying more and more online, so You have to give them everything they need, in the format and channel they prefer.
How do you carry your international presence?
Emuca is one. Since 2003 she has advanced at an unstoppable rate: companies were bought in Italy and in with which the various European markets are being served. Right now Emuca exports to more than 50 countries. Although we are not leaders in some of these markets, we are year after year we are acquiring market share. In addition, at Emuca we breathe international air, in our offices we have colleagues of multiple nationalities who serve their respective markets.
What are your current challenges?
We are working on strengthening our international presence. Both through attracting customers for furniture manufacturing and distribution. As far as the E-commerce department is concerned, the objective of Emuca Online is to complete the catalog of European brico E-commerce of Emuca products, and to be the online reference brand in our sector.
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