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Foundry group launches new group strategy

The iron foundry group BIRN kicked off 2023 with a new group strategy that it reports will create a renewed focus on customer-driven solutions, communication and collaboration. The strategy also involves a new visual identity to signal a new beginning. One of Northern Europe’s largest foundry groups, BIRN, has launched a new strategy for the entire group, which employs almost 750 employees across six factories in Denmark, Sweden, Germany and Italy. According to group CEO, Claus Beier, the strategy will support the creation of innovative, market-oriented solutions and increase customer visibility. “With a renewed focus on growth, our group will – based on the new strategy – have a more customer-driven, market-oriented approach going forward. Therefore, we will also be more visible to our customers, with whom we want to increase our communication,” said Beier.

He mentions sustainability as one example of a customer-driven area that BIRN will continue to work with in the future. The group bases its strategy on, amongst other things, four of the UN’s Sustainable Development Goals, which will act as benchmarks in the future. These are sustainable energy, climate action, decent work and economic growth, and responsible consumption and production. Beier explains: “Alongside our desire to take responsibility for the surrounding society, we are also experiencing an increasing demand from our customers for advice and documentation within the sustainability area. Therefore, we are working hard to identify the entire group’s CO2 emissions to document the individual products’ climate impact.” 

The new strategy includes all six companies receiving a new unified visual identity consisting of a fresh green colourway. Beier says this identity intends to appear as a single group: “We have, amongst other things, set up a group management team with representatives from all companies and all companies will generally work even closer in the future. Because even though everyone delivers to different markets, there are still overlaps where there are good synergies to be found for the benefit of ourselves and, not least, our customers.” 

BIRN has also launched a new website based on the group's new visual identity.