Recently, PR and creative development specialists of the South Coast Moving Glass Architecture Studio paid a friendly visit to Greece - a country famous for its olives, millennial history, sunny beaches and special architecture. It is in its capital that the office of Salinox is located, the official distributor of which in Russia is the South Coast Moving Glass Architecture Studio. Ekaterina Klimova, PR specialist of the South Coast Moving Glass Architecture Studio:
During the trip, the creative department managed not only to enjoy beautiful views and look at interesting objects built using Salinox products, but also to communicate with the creator and ideological inspirer of the company itself, Grigoris Siranidis.
Grigory, please tell me how you founded the company?
- It happened gradually. At first the company was small, we worked only in the field of iron, but then we started working with aluminum profiles and stainless steel, gradually reaching a new level. You should always look at what customers are asking for. You look where there are more opportunities for implementation, where you earn more, what product is in demand, and you develop. I have such a character trait: I get tired of doing the same thing, so as soon as something new appears, I am interested in doing it.
How many people are currently working for the company?
- Thirty-five people. We have a small factory here, but a lot of different products are produced.
Tell me, how do you motivate your employees?
- To do something, you have to have a very good team. Without a good team, nothing will come of it. You yourself can control everything only when you have two or three subordinates, but if there are more people, then you already need assistants whom you can trust. And in order to ask them, they need to pay well. Employees must understand that if work goes well, everyone can make money. And also, the larger your team becomes, the more you should be able to trust everyone.
Grigory, can you remember any particularly interesting or large-scale orders?
“We made hotels, facades of large buildings, and internal glazing in offices, and staircases. Even the staircase here in our office is a good example. Our firm enjoys tackling difficult projects, because it is always very interesting. And everyone here is interested in it!
How is all production organized? You have a plant where everything is manufactured, there is, like we do in Russia, a team that is engaged in the installation, there are some engineers who are responsible for projects, right?
- Yes.
That is, everything is the same as in Russia, only in Greece?
- Yes. And there are two categories of clients. There are those who deal directly with glass, metal, we sell them material or semi-finished systems. They then resell all this to customers. There are clients and projects with whom we interact directly. From the very beginning to the end. For such cases, we have engineers who are engaged in taking measurements, concluding contracts. And the installation team is already installing our systems. For example, there is some glazier who does not know how or does not know how to install something, but we can do it instead of him.
What is the most popular product in Greece? Roofs, F4, F2?
- F2. Because the climate here is not as cold as in Russia. And the Greeks really like to use glass in architecture, they do not want thick frames to spoil the view. Everyone here loves the slim profile. And frameless sliding systems are in great demand. But sliding roofs are something new, expensive, not everyone can afford them.
Grigory, tell me, how did you start cooperating with the Studio of Moving Glass Architecture of the South Coast of Crimea?
- At first I tried to send completely finished products, but customs, high taxes … it was difficult. And then I decided to go to Russia myself, to see what the options were. I signed a contract with one company to which we were supposed to supply the material, and they would recycle it. A whole year has passed, but they did not show much initiative, they had a lot of their products. There were no special investments from them, and everyone knows that if the money is not yours, it will not hurt you to lose it. Therefore, whether something is being sold or not … is not very important. The owner of this company was a friend of Igor Viktorovich Timchenko, your general director. Igor saw our product, believed in it and realized that the owner of that company would not be able to implement all the ideas correctly. Igor thought differently, he did not want a small business in Novorossiysk, but decided to develop everything in Moscow. He made me an offer, we worked at first for several months in test mode, and then we signed a contract. Then we began to transport even more goods to Russia: accessories, all tools and components.
Grigory, what are the main differences between Salinox and competitors' companies?
- Firstly, we have a lot of different products, therefore, when we do a project, we try to offer the client various options so that he is satisfied. We take his whim as a basis, we fulfill all wishes. Unlike competitors, Salinox always refines and improves its ideas, does not look at others, but comes up with something of its own. We do everything from scratch, our systems are not like others. I believe that when you have a team behind you, a family, children who will continue your work, then you do your best, give your best. There are competitors, of course, in any business. There is always someone cheaper, you can't get away from this, but we are trying to find a middle ground. To be of high quality.
You said about children. So Salinox is a family business?
- Yes. Both of my daughters work here. And the son will be, while he is just studying to be an engineer.
Great. Tell me, do you have any principle in your work that you follow?
- When you start from scratch, you never know to what heights you can reach. You see a beautiful building and you think "I can never do the same." But then you realize that you can do something better, more, bring something new. The main thing is that you like what you do. Personally, I was lucky, because my work brings me great pleasure. I have always believed that if someone does not like his work, then it is better to look for something else.
What development prospects do you see for Salinox?
- There is a crisis in Greece now, so the export that we have is very helpful. We send our products to many countries, we sell them to Europe, to China, to you in Russia. We have more than 40% of products for export and the Studio of Moving Glass Architecture of the South Coast plays an important role in this. We sell SPREP systems well, all warm systems are still in great demand in Russia, and you yourself know.
Everyone knows their market, but if you work together, you just get the ideal atmosphere for the correct development of your business? At your place and at our place?
- Yes, that's right. The market itself perfectly shows what is in demand and what is not. There is one problem in Greece, but to a lesser extent, but you have it more strongly identified. When a fundamentally new product appears, no one knows it. And if they don't know, then they don't ask. And they do not understand that there are new opportunities to put such glazing, such, such. There are many different options that are simply not considered. For example, glass railings. Ten years ago, no one in Russia knew that there were such glass railings, they were simply not installed anywhere. It's just that at first, when something new appears, there are no competitors.
But when you, together with the South Coast, entered the Russian market, did you already have any competitors?
- Well, yes, but these were competitors only in the segment of frameless systems. But they did not have such railings, shower cabins, glass roofs, such doors.
It turns out that there was a rather narrow product line on the Russian market. Have you, together with Igor Viktorovich and the South Coast, significantly expanded it?
- Yes, that's exactly what happened. Therefore, now, when your engineer receives a project, he can offer not only frameless glazing, but also beautiful fences, SPREP systems, something fundamentally different. There is a wide choice and the opportunity to provide the client with exactly what he wants.
How many products are in your product line at the moment? Now?
- Somewhere fifteen or twenty.
As with us
- Yes.
Grigory, a few personal questions, if you don't mind. Tell me, do you have a favorite book?
- Oh, this is a book that is familiar even to you. I really like Jack London, especially Martin Eden. The Greeks also have many writers, but I don't really like them … I don't like fairy tales and something mythical, I'm looking for some meaning. Something that can be imbued with, that can be read with pleasure.
Is there a favorite movie?
- I don't have a lot of time for films, but when I watch, I prefer European films. They are more lively, with their own humor. I can't watch American films, they are too fabulous and not too original anymore.
