Legrand has recently underlined its commitment to Ireland by expanding its offering to include the full selection of products and solutions from its cable management division and power distribution brands Electrak and Zucchini. WireIN spoke to Peter Mulligan about the latest developments.

Legrand had previously only sold wiring devices in Ireland and took the decision to expand with the aim of delivering a total solutions provision to specifiers and contractors across the Republic of Ireland. The market for cable provision and management has developed into a solutions provider model in recent years. This approach has yet to emerge fully in the country – however, the Irish market is developing fast.

Irish customers often perceive cable suppliers as just that – a supplier of wire. Elsewhere in the world several companies have positioned themselves as solutions suppliers for cable management needs across a broad spectrum of users, whether commercial, residential or industrial. For example, in the UK market, Legrand has packaged a complete solution for customers using the brand ‘Powered by Specialists’, including cable management and power distribution, and is seen by customers as a partner rather than as a supplier.

Legrand’s position in the Irish market is much more limited; the company is seen as a supplier of wiring devices only. To address this problem the company has launched a full range of cable management and power distribution products under its Electrak and Zucchini global brands. The goal is to position itself in Ireland as an industry-wide partner for its customers, providing solutions that meet customer goals – not simply a cable management, wiring devices or power distribution company.

As customers naturally associate Legrand with wiring devices, this change of perception is a considerable challenge. One key strategy for making the change is innovation. The Legrand Group invests between four and five percent of its global net sales each year in research and development and employs more than 1,800 people in product development. The company currently holds more than 4,000 active patents.

It is essential to have as broad a product portfolio as possible, reflecting a commitment to innovation. Two major new product launches have been delivered into Ireland this year, and two more major launches are planned in the next few months. Feedback shows that the cost savings that an integrated service provider can offer are compelling for the market.

Acting as a strategic partner necessarily means that service offerings are more challenging to deliver. Legrand recently completed a project for cable management, power distribution services and wiring for Dublin Airport’s Terminal 2, and was able to project manage delivery on time – this is essential if good customer satisfaction is to be maintained. Product marketing support can be provided from outside Ireland – in this case from the UK.

For success in the Irish market as a strategic partner, a company needs a broad product range, be prepared to constantly innovate, and be resourced to deliver. Despite the hard economic climate, this really is an exciting time for everyone connected with Legrand, both here in Ireland and in the UK. The service expansion gives both the company and its customers, who are key, a real advantage. If the most is made of the opportunity now, Legrand is confident that it will be in a stronger position when the economy has turned the corner.