Integrating 22 companies into one global brand

When we first met Royal Ten Cate they were a holding company with a number of loosely connected operating companies. They had acquired many companies that were, or could be developed to be, leaders in niche markets. The companies had great stories, and many had strong brands, but the companies weren’t benefiting from each other in any way other than access to capital and improved supplier negotiations. Unfortunately, common ownership didn’t give the companies strength forward in their value chains, strength entering markets like China nor an appropriate valuation on Euronext.

We approached the management board with a belief that the companies would be stronger if they were united. They agreed our hypothesis had merit and hired us to evaluate it further. We proved the hypothesis made sense at each point in their value chain. Then, we developed the positioning strategy and managed the process of consolidating the brand portfolio, anchoring the strategy internally and re-launching the company with a united approach to its markets.

The positioning strategy focused on the keyword “progress.” Ten Cate’s advanced composites and textiles replace traditional materials, driving progress in each industry in which they work. In the future, Ten Cate would be recognized for this role. The headline of the strategy is “Materials that Make a Difference”. Success stories from one business, like Ten Cate’s Cetex material which helps make the Airbus 380 possible, now add value to all areas of Ten Cate. Directly following the launch, internal collaboration and cross-selling increased significantly, as did the valuation.

Company description

Ten Cate is a global leader in advanced composites and textiles for aerospace, military, fire service, sport and construction. (EUR 900m in sales, 4,000 employees)

Quadric scope

Positioning strategy
Brand portfolio optimization
Internal communications
Global launch and ongoing communications
Investor communications

Outcome

United 22 operating companies behind one global brand with a clear positioning strategy
Consolidation of hundreds of product brands
Improved financial performance