Director of the Month

Since becoming joint Managing Director, David Ruzicka's day has totally changed and as Sash evolves, so too does his typical day: "Operating an open door policy, it is impossible to anticipate daily events but like most, I'm in the office for about 8:30. I go through the numerous emails that seem to increase in volume each day. Then it's onwards with meetings with Sales, Marketing and Production. By late afternoon I'm looking at the financials, evaluating campaigns and planning future ones. As Sash's international presence grows these strategy meetings tend to be conducted via telephone, in particular with the vice president of our joint venture in the US. I regularly travel to the likes of Cyprus, Australia and America to meet with our partners there. When in the UK, I'm generally home by 5:30. After more worldwide communications I finish off the day at about 8:30 with dinner and a bottle of wine with my wife, Ruth."

1.My first job was as a fully qualified bespoke tailor.
2.I joined Sash UK in 1985.
3.My most useful gadget is Sat Nav without a doubt.
4.My favourite music is Cher.
5.There are 3 business people I admire, Richard Branson and Sash's co-founders Ron and Terry, for all that they have achieved.
6.My last holiday, which incidentally was my honeymoon, was to Australia and Dubai.
7.My interests are Formula 1, fine wine and of course my family.

Sash UK operates from purpose-built premises that benefit from state-of-the-art machinery and technologies: "This is something that we often take for granted. But I am always reminded by how blown away our visitors are by our facilities, that Sash HQ really has the 'Wow factor'."
Sash moved to the Park Springs site in Grimethorpe in 2000 and has since lead the way with the regeneration of this developing industrial area. "We are proud of the positive impact our presence has had on the local community, particularly since the pit closures of in the mid-80's."

2006 was financially the toughest in seven years for Sash, owing largely to a period of intense investment in research and development, resulting in growth in several areas of the business. But all the hard work looks set to pay off as forecasts for the next 12 months show potential for a stunning year and David can't wait to be firing on all fronts: "'07 promises to be the best Sash has experienced in over 40 years," he says.

The business climate continues to get tougher every year and there tends to be a 'Golden Age' mentality among the industry and that the best is in the past with future prospects limited. But David views this in a positive light: "The tougher conditions have driven us to become fitter, leaner and more professional in our operations. But for those companies who haven't looked for the opportunity in adversity, the worst may still be yet to come".

Sash has realised that diversification is the key to success. But to introduce new divisions and products in any company, let alone the cultural change required in many respects, can take its toll. Sash has fared well in this respect, despite some early misgivings that change could affect the core business: "Results from a recent customer survey has confirmed that 95% of our customers grade us good to excellent, testament of the standards we continue to meet in our trade division."

"We value the feedback from our customers and always aim to be responsive to their comments and requests," says David. "With the impending smoking ban we have been asked about smoking canopies. As a result, Sash has found a niche in the smoking shelter market that, due to our Fitrite venture, we are ideally placed to take advantage of. We are currently investing in research and development and have various offerings for this market place, including a new design expected in June."

In 2006, Sash took the controversial decision to take on a second profile in order to enter new markets, in particular new build. "Sash has built itself upon strong supplier relationships and after recent developments they have never been better. With the installation of new machinery complete, our new line is now fully operational and doing well. The resulting product line has attracted new customers and we are currently negotiating national deals with key developers in both a supply only and supply-and-fit capacity," explains David.

The most notable event in recent Sash history would have to be its Fitrite decking and fencing venture, for which Sash secured unique sole rights in the UK and Europe. It has certainly been the biggest financial investment in recent years. But the rewards are starting to be reaped by both company and customer. With sales figures up on last year by 250% and an expanding network of approved installers the future looks bright for Fitrite.

David's message to the industry, particularly those manufacturing up to 250 units per week, is clear: "Stop fabricating, buy from Sash and join the revolution". He accepts that each company runs its business as they see fit, but with recent initiatives to improve factory efficiencies, Sash has been able to freeze its prices, offering cost savings to the smaller manufacturer. The question really, feels David is: "How can anyone manufacturing on that scale afford to and still make reasonable margins?"

David has a pragmatic approach to business: "I try not to listen to so-called 'gurus' with no hands-on experience, who base their predictions on numbers. The key is to be close to the market. Don't be afraid to step outside your comfort zone!" Sash has big plans for the next 5 years and David wants the rest to follow. "Our aim is that Sash will take the lead in becoming the ultimate super fabricator."

In addition to ambitious goals in the UK, Sash has also made significant inroads into overseas markets, notably in the U.S. with luminatrium. Luminatrium is the aptly re-named product and service that is giving – quite literally - 'Blue Sky Thinking' to businesses and installers alike, allowing them to achieve what they previously thought to be impossible.

Essentially a luminatrium, taken from the Latin for light (lumi) and courtyard (atrium), is any glass structure requiring the added support of an aluminium frame, from small structures, such as conservatories, right up to multi-storey structures able to span full size swimming pools and beyond. Sash has already installed many extraordinary and highly celebrated buildings, for large private homes and others for restaurants, hotels and prestigious business premises, all over the world.

"Sash has divisions in the USA and Australia and also exports throughout Europe. Through our joint venture, Blue Diamond, and New Jersey dealer, Garden State, we have been exporting luminatriums into America, to states such as Pennsylvania, New Hampshire, New Jersey and Toronto to name but a few," explains David, "Given the barriers of distance and time, the road to success has not been an easy one. But 10 years of diligent hard work has finally begun to pay off, signified by a luminatrium order that is the largest in Sash history and possibly the industry, at a size of 6,000 ft² and value of $1.6 million." We understand that larger still are under negotiation.

From its humble beginnings back in 1945 when Ron and Terry set up their 2 man band of Bean and Morrell, Sash has come a long way and continues to set its sights high. Never one to shy away from a challenge, David is confident that by working with fellow MD Stephen Morrell, the board of Directors and their dedicated workforce, they will continue to keep Sash at the top of their game. When speaking of his long-term love affair with Sash UK, it is hard to see where the man ends and the company begins. "There isn't anywhere I'd rather work. Cut me open and I bleed Sash". And do you know what? He probably does.