Catching Up With HanitaTek’s New GM

February 12th, 2014 by Editor

HanitaTek has been relatively quiet following all the changes in personnel it has undergone in the past few months. But do not mistake that quiet for inaction as the company’s new general manager readies it for rapid growth.

Window Film magazine recently sat down with GM Ronen Scheflan who explained the reasons behind the actions.

“We were working to assemble the best team,” says Scheflan. “Now we are done and the team is finalized.”

The company recently announced the appointments of Craig Shelby, formerly of Eastman Chemical Co., as North American sales director, Robert Brookshire, formerly of Madico Window Films, as business manager and Cesar Enriquez as West Coast sales manager, also formerly of Madico.

Now that the team is in place, Scheflan says his focus will shift to raising product and brand awareness.

“Not everyone is aware of all of the products we offer and we want to work to change that,” says the 42-year-old executive who moved from the company’s Amsterdam office to oversee the HanitaTek. Scheflan serves as president of both its window film company HanitaTek and its printing and industrial company Hanita USA.

“Our major focus is in architectural applications and energy efficiency,” Scheflan adds, noting that he expects the company to continue growth in those segments in the coming years.

“We have great brand recognition in Europe and Asia, and we need to work on developing that here in the U.S.,” he states.

Much of that awareness will be targeted at the dealer level, he adds, saying that the company plans to expand its dealer offerings over the next few months. “The company’s emphasis will continue to be on energy efficiency,” he says, “we provide energy solutions and intend to continue doing so.”

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