Böttcher aims to do more with less – Print21 magazine feature

Offset printing may be a mature industry but there is plenty of upside to be gained for suppliers in markets such as Australia. In the wake of a regional conference held in Sydney, Böttcher says it is looking to maintain its rise to global prominence with a combination of world-beating technology and close-to-market service.

At a time of falling print volumes and the continuing consolidation of printing companies, German-based roller manufacturer, Böttcher, is enjoying strong growth not only in the thriving Asia-Pacific markets but also in Australia. Deploying a wide range of products across different sectors of the printing industry has underwritten the company’s stability and long-term growth strategy.

The Australian company’s dominant market position in sheetfed offset printing is consolidated by its chemistry and blanket technology. According to Mitch Mulligan, managing director Böttcher Australia, the company has enjoyed double digit growth for most of its 13 years in Australia. “It’s about innovation and doing more with less. We try to add value with products—rollers, blankets and chemistry —that deliver more while reducing the amount of consumables used,” he said.

 Franz-Georg Heggemann, CEO Böttcher (second from right), led his regional team through a strategy and planning conference in Sydney in September. Mitchell Mulligan (on right) was chuffed to play host to over 20 of his fellow Böttcher regional managers. This is the first time the company has brought its Asia Pacific conference to Australia.

Doing more with less is the Böttcher mantra, a viewpoint that Mulligan believes is being increasingly recognised by printing companies looking for operational efficiencies.

“The consolidation of mid-sized printing companies means they are looking to deal with reduced number of core suppliers. While relationships are important so is having the right technology. You are only as good as what you are able to deliver,” he said.

The Böttcher story is one of a family-owned manufacturing firm based in Cologne with a history that stretches back to the 18th century. Long focused on the development of printing rollers, in recent times it has expanded to become a complete solutions provider with its own press chemistry and blankets. In addition to offset rollers, it produces gravure impression rollers, flexo sleeves and rollers and belts for digital printing engines. It has also expanded beyond the printing industry, leveraging its manufacturing expertise to play a role in the production of such products as escalator handrails.

Worldwide growth

According to Franz-Georg Heggemann, CEO, who was in Sydney for the company’s regional conference, Böttcher is mostly insulated from the vagaries of market turmoil by the breadth of its product range and the number of industries in which it participates. The geographic spread of its operations with manufacturing or sales facilities in 36 countries around the world, also contributes to its continuous growth. Last year, the worldwide operation turned over $307.5 million (€214 million), up 68 per cent since it began its current phase of expansion in 1995.

Heggemann is careful to distinguish between the operations in mature, stable markets with little growth, such as Europe, the USA and Australia, and the ongoing surge of development in Asian markets. Böttcher has moved strongly into the Asia-Pacific region with production facilities in Thailand as well as China. He believes the sophistication and complexity of the company’s rubber compounds give it an unassailable advantage in entering these markets.

Despite the downturn in printing volumes in the developed markets, Heggemann is confident that the growth in places such as China will continue to power offset printing for many years to come.

In a telling endorsement of its development strategy, Böttcher creates over 3,000 roller compound recipes every year of which only about 30 will make it through to production. Although offset printing is a mature technology, the continuing R&D in terms of speed and reliability demands constant enhancement of all components. As a result, Böttcher is the default roller manufacturer for most offset press companies. Every new Heidelberg, manroland and KBA sheetfed press that rolls off the production lines comes equipped with Böttcher rollers.

Recovering revenue

Manufacturing new offset press rollers is only part of the equation. Re-covering rollers provides a significant and ongoing revenue stream and links Böttcher closely to the well-being of the printing industry. Providing an efficient and timely turnaround service is essential if printers are to keep the presses rolling. Böttcher’s international spread of operations, especially in the Asia-Pacific, means it has enhanced its logistic capability, cut down refurbishment turnaround times and increased its warehouse stock.

In Australia, the company is currently expanding its operations, moving to larger warehouse premises in Melbourne while planning for a shift to a new HQ in Sydney in the New Year. It’s all part of Mitch Mulligan’s growth strategy. He points out that although the market may be mature, Böttcher is still under-represented in a number of sectors, such as a web printing. He is confident the Böttcher offering will allow him to grow into new sectors.

“It’s good to work with a company that has long-term clear aspirations. We are looking to continue our growth across as many sectors as we are able to add value to. That’s the main goal.”