Segusino reborn under new owner
By Powell Slaughter -- Furniture Today, March 2, 2003
Chipilo, Mexico — The Segusino brand has been reborn here under the leadership of Jaime Eskauriatza, the former Mexico case goods manufacturer's United Kingdom distributor.
Eskauriatza acquired the rights to the line soon after Muebles Rustico Segusino shut down early this year.
He then launched Segusino International, of which he is general manager, and opened a 250,000-square-foot plant here using both new machinery and equipment from the old Segusino factory in nearby Puebla.
The new company also sources product from about 20 smaller factories and workshops, many of which supplied the old Segusino. Eskauriatza rehired many original Segusino workers to work in the main plant, which employs about 100 people. Production began Jan. 14.
"I've been the United Kingdom distributor since 1990, but I'm spending a lot more time in Mexico now," said Eskauriatza, a Mexican native. "Pueblo Nativo, the new plant, produces what the Muebles Rusticos Segusino plant used to make."
He will concentrate on quality and keeping the Segusino line fresh.
"We want to be able to present an important collection of new pieces every year, and to register our new designs so we don't deal with so many copies in the marketplace," he said.
In addition to the February Expo Mueble show in Guadalajara, Mexico, Eskauriatza has promoted the new Segusino at shows this year in Cologne, Germany, Birmingham, England, Stockholm, Sweden, and Paris.
"We want to let people know Segusino is back," he said.
That was a key to maintaining Segusino's international distribution network. North American distributor Globiz, which had arranged stopgap production with Segusino source plants when the old Puebla plant closed, is back on board.
"We'll be doing the same lines with them as before," said Gerardo Gomez, managing director of Globiz. "Jaime is going to make sure we maintain quality."
Gomez anticipates a fresher, more streamlined product line under Eskauriatza.
"He's now planning a new collection, and he's trying to consolidate the factory catalog so it's the same for Europe and the United States," Gomez said. "They'll be stocking product for faster shipping to the United States."
Lower overhead and improved efficiencies mean better prices as well. "The price changes average 10% less than before and already are in effect," Gomez said.
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