Over the course of 47 years in the aluminum business of Thai Thaworn Metal Co., Ltd. before changing its name to Thai Aluminum Work Co., Ltd., it is a factory that meets standards in industrial products, earning TIS certification. It is also the first factory in Thailand to produce aluminum rods, with a brand under its and has a brand under its management called aluframe.
Get to know the aluminum brand with standards in business concepts as well as experience at past Architect Expo towards the development of products introduced at Architect’24 through a conversation with Khun Kriengkrai Kiatpisansakul, Deputy Managing Director, Thai AluWork Co., Ltd.
aluframe, a brand created to satisfy users
For past years, aluframe has been behind the scenes in the manufacturing of aluminum for a wide range of customers, whether auto parts, furniture equipment, as well as electrical appliances. However, the largest group of customers is the real estate business, especially for door-window frames. One of the customer groups is a major contractor for the country’s leading house projects such as Sansiri, Pruksa, AP (Thailand), Sena and Prinsiri, etc.
“Aluframe began from the needs of customers who are experiencing changes in the environment and weather, including leakage. The brand has been designed to deal with these issues. Aluframe has a design team with quality testing at the laboratory of Kasetsart University (Kamphaeng Saen) where experiments are carried out in areas of wind, rain, sound, protection against insects and PM2.5 to ensure that the result is a product that can reduce such problems.”
Pay attention to every issue, leading to product development
As last year was the first time for aluframe to be exhibited at the Architect Expo, we certainly have to ask about the experience. Khun Kriengkrai revealed that, “we encountered quite a variety of interesting questions, needs, and problems. The brand was able to expand and develop products, whether sliding doors and panel doors to prevent dust.”
“The company also features folding doors that fold up as normally, folding doors will fold to the side. The development of this product stems from the customers who visited the booth in the past year. Therefore, it is one issue that the brand considers when developing products to cover the diverse needs of customers.”
Experience samples of aluframe models to suit your needs at the showroom
From what has been said at the beginning, before the founding of the aluframe brand, Thai Alu Work has manufactured aluminium as a material for product development in several industries. With the aluframe brand, it is possible to gain more customer base, whether project owners, architects, homeowners or installers.
Strong, durable, sustainable
It is well known that aluminum is strong, durable, rustproof, and has a long service life and it can replace several materials currently used. However, in terms of production process, if the factory does not pay attention to the environment, it may cause negative effects. It can be assured that such will not happen with aluframe that participates in the green factory project.
“We are conscious of the environment in every step of production process, for instance, the powder-coating chosen by Aluframe is from leading brands that guarantee they do not use cancerous substances. In normal anodizing process, there are some chemicals that cause carcinogens as well, so aluframe avoids the use of such substances to protect employees and the environment from exposure to hazardous substances. In addition, the factory has joined the Green Factory Project, which is considered to help the world.”
Path of growth from participating at Architect’24
When asked about the brand’s future growth path, Khun Kriengkrai spoke about his impressions and direction for future growth from the experience obtained at Architect’23 “Thanks to last year’s Architect Expo, aluframe, which is like a rookie brand, has become more known after participating in the event. We attracted many customers as well as subsequent contacts, both from project owners and homeowners who recommend aluframe to designers to showcase the product’s features. Our products have become more widely accessible.”
“Our products have received attention from the project housing group, because the design and function add selling point to the house project as it helps reduce various issues, such as leakage, insects, and PM2.5. This further expands the market in this segment and will continue to expand to the high-rise condominium market.”
“Next year, we plan to increase the market on curtain wall. It has been designed to use less raw materials while maintaining the same strength, thus reducing costs for customers. In addition to the aluminum design that meets the need, we also have wide choices of colors, design styles that answer every customer need. Moreover, our strength is timely delivery.”
Example of aluframe’s Curtain Wall at Lotus Ratchaphruek branch
Strategy for dealing with competitors in the aluframe style
“Competitors” is a normal part in doing business. Planning guidelines to keep your business moving forward is important, in which Khun Kriengkrai gave a perspective on competition in the aluminum business that, “competition, whether in the form of domestic or international, all affect business operations, especially the import of foreign products because part of them wants Thailand to be a base for distributing products.”
“There are customers who understand the differences between aluframe and other products on the market, allowing the brand to grow. Another aspect that is still considered an advantage is the production speed. On average, producing aluminum or importing it from abroad takes a considerable time, but aluframe can manufacture products for customers as they already have molds. If customers have already chosen the color, the products can be processed and delivered in a short period of time because we understand that customers have reasons for using the product. On the contrary, with imported products, apart from the disadvantage of time, they may not meet your needs and the amount received may not be the same as ordered.”
Discover high quality door and window frames at Architect’24
“Aluframe wishes everyone who has a need or interest in aluminum, if you need more advice or information on aluframe products, you are most welcome to develop and improve products to best meet customer needs because every customer opinion is important.”
Experience innovations in door and window frames and experience special highlights from aluframe at booth No. D206 at Architect’24, ASEAN’s Largest Building Technology Exposition during 30 April – 5 May, 2024 from 10:00 a.m. – 8:00 p.m. at IMPACT Muang Thong Thani.
