IRÚN MOLINA, BEATRIZ / CASTELLÓ-SIRVENT, FERNANDO / GARCÍA GARCÍA, JUAN MANUEL
The company CUBEX was established in Spain in the 1980s. The companys main activity is the distribution of stainless-steel cutlery.
Currently, the company, which is in the middle of a generational change, markets cutlery collections under two different brands. One of these is aimed at the hotel and catering sector, with multiple ranges available in 18/10 stainless steel, with black, gold and copper finishes. Other collections are aimed at specialized shops and premium quality department stores. The company finances its customers purchases in both distribution channels for 30, 60 or 90 days. The company secures its
customer portfolio before allocating a maximum credit to each customer.
Moreover, since the companys foundation, the leading partner has chosen a single supplier in China after visiting the Guangzhou fair (China) and selecting several of its collections each year. These selected series were personalized with his brand. As a result, the relationship with this Chinese supplier developed over the years and became so close that the respective owners of CUBEX and XINEX treated each other as they were family.
Thus, with two brands available, the companys management sought to tailor its products to each consumer profile. Both collections have a core innovation concept with continuous product improvement, communication, and customer service. It is important to note that innovation is the strategic basis for all departments of the CUBEX brand. To this end, the company uses the knowledge of engineering students from a Spanish university to create original and unique ranges, requirements which they regularly send to their sole supplier in China, XINEX.
In the cutlery market, there are two key factors when customers choose a cutlery range: quality and design. Quality will impact the durability, and design will determine personality and positioning. The new collections offered by CUBEX fulfill both factors.
After 30 years of growth and consolidation in the national market, the company has achieved a significant market share in Spain and a certain international presence thanks to a successful international strategic development plan launched 15 years ago with customers worldwide. The main markets in which CUBEX sells are Spain, France, Belgium, Portugal, Italy, and Germany. In its development and expansion process, CUBEX decided to continue with its sole supplier in China. This supplier has provided good R&D development and new products for decades, and thus also concentrated purchasing capacity to obtain the best purchase prices.
