Nexfil Execs Shares Plans for the Future
In January 2011, Window Film magazine editor Katie Hodge
visited Nexfil headquarters in Gyeonggi-Do, Korea. Nexfil president and
owner ShinSoon Lee and Nexfil USA president S.W. Choi with Hodge to talk
about the company and what the industry can expect to see from them in
Window Film magazine (WFM): Tell me a
little about the company and the type of products you provide.
Choi: We have grown quite fast. We produce from high-end to low-end
films- specialty, Nano IR, dyed, metalized, one-ply, two-ply, glue-dyed,
decorative, safety and solar films. We also produce all kinds of film
for solar applications. Nexfil started producing window film for the global
market in 2001-2002. Since then, the company has invested a lot of money
to expand our manufacturing facilities in Korea. There is also a plan
to establish a metalizing line and other lines in the U.S.
Lee: Once we began developing
all of our new products, our sales have increased almost 50 percent every
year. Until seven years ago, we were very concentrated on the Chinese
market, but now we send film to countries around the world and now have
a presence in the Middle East, Europe, and Africa, as well as North and
South America, and Asia.
WFM: I understand the company
has an international presence. Are certain products more popular in specific
Choi: Countries in South America and Central America are buying
a lot of our products, in all of our lines. Southeast Asia also buys a
lot of different product lines from glue-dyed, to chip-dyed, to the high-end
products like specialty, Nano IR, one-ply, and two-ply. We are selling
of lot of these high-end products to the Chinese market as well. People
there are spending a lot of money to buy window film because they believe
that their cars are a very valuable asset so they will spend the money
there. We have a large market for architectural films in these countries
because of the movement for energy conservation.
WFM: How is Nexfil organized?
Lee: We produce the raw materials
here in Korea and can distribute to other locations throughout the globe.
Choi: We have two manufacturing locations in Korea with a national
distribution there as well. We also have a Chinese and German branch for
distribution, as well as the U.S. branch. The global market is regionally
divided among the sales managers. There are five sales managers in the
Korea office. Under Mr. Lee there is the operations director in Korea,
then there is me, the financial director, products director and then the
WFM: I know you had planned to open a
plant in the U.S., but that has been delayed.
Lee: We wanted to make a brand that
would be “made in the USA.” I wanted to expand so that around 50 percent
of our sales were coming from the U.S. We hope to open our US facility
late next year and we want to expand our facility in Korea as well.
Choi: Since I established this distributing branch, I have been
trying to arrange and establish a manufacturing facility [in the U.S.]
as well. We recently commissioned a German company to begin building one
of our new production lines that will be used in the U.S. manufacturing
facility. Because of the crisis in the Middle East and Japan, gas prices
have been crazy so we have been a bit delayed in our final plan. As things
settle down, we will establish the manufacturing facility possibly by
the end of next year. It’s just a matter of time.
WFM: What do you think sets your company
apart from other manufacturers?
Choi: I can’t say our product is perfect, but we have a good product
and good service and that makes us different. Good service and good quality
sets us apart.
Lee: I am thirsty for new products
all the time. Our response and our actions all show this. If we have an
idea we just do it as we think of it. Our development is very fast.
WFM: What does the future hold for the
Lee: We are open to everything. We
are not sure about what we will see in 5-10 years, but we are preparing
many items for the upcoming SEMA show. After we set up our solar window
film we wanted to make some other products for the IT industries.
Choi: Once we establish the facility in the U.S. we are going to
establish a new dyed extrusion product there as well. Once we are producing
the product in the U.S. we can provide it in all of North and South America.
We have a really great future because we know how to reduce cost and improve
the quality of the product. We don’t charge a lot or make a huge profit
when we sell our products. I cannot disclose the information, but we supply
a lot of our products to other manufacturers. We have a great financial
structure because of all of this and look forward to the future.
• President and owner: ShinSoon Lee
• Nexfil USA president: S.W. Choi
• Employees: Around 110
Distribution- China, Germany, U.S.
• Size of Korean manufacturing facility: 40,000 square meters
• Location of U.S. distribution facility: Gardena, Calif.
• U.S. distributing facility annual sales: $15 million
• Korean manufacturing facility annual sales: $80 million
• Nexfil is a private company
Katie Hodge is the editor of Window Film magazine.
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No reproduction of any type without expressed written permission.