By Paddy Kamen
Robert Charbonneau and his company, Ronor International Inc., are not shy when it comes to participating in world markets. The 100 per cent Canadian-controlled firm expanded into China in 2006 as one of the first ventures allowed to operate as a wholly owned foreign investment under new central government regulations.
Charbonneau, Ronor’s founder and president, demonstrated his commitment to expansion by moving his family to Hong Kong, where they lived for almost three years. It was a fascinating business experience as well as a tremendous cultural immersion for the whole family. “It was a very positive experience for my son, who was eight at the time, and my daughter, who was ten. She is now fluent in Mandarin, which is a key global language,” says Charbonneau. “And we all learned what it means to be members of a visible minority group.”
Working through 11 levels of government to establish a factory in Foshan City, Guangdong province was, “relatively easy,” notes Charbonneau. “China is a place where you can accomplish great things if you know how. But if you don’t know the rules, speak the language and understand their protocols, things can move at a snail’s pace. The learning curve was much more difficult than anticipated and the project took a long time to get off the ground.”
But Charbonneau succeeded and the factory is now in its fifth year of production, employing more than 200 people who manufacture Ronor-designed lens cleaning products and cases. “It was surprisingly easy to find a reliable and dedicated workforce,” notes Charbonneau. “They are not particularly loyal to their employers but the vast majority work hard and do an excellent job. One of the most difficult things was to establish a good supplier base.”
While it was frightening at the time, the world-wide economic slowdown in 2008-09 actually helped Ronor to succeed, as Charbonneau explains: “The Chinese economy experienced only a quick purge of the weakest manufacturers, which was, in fact, a good thing. Business rebounded rapidly and there were fewer companies to share the same volume. Economic slowdowns force organizations to review their habits and procurement practices, so this turned out to be an opportunity to meet new customers. Suddenly, thinking outside of the box became urgent and new opportunities were created.
“While the whole venture of setting up in China was, in retrospect, riskier and more difficult than expected, one of the rewards is that we are now, as far as we know, the only Canadian and possibly the only North American-based cleaning lens products and cases company that is 100 per cent vertically integrated.”
Over the past year a rapid and sustained rate of inflation in China has caused a surge in export prices. “Thanks to a strong Canadian dollar relative to the U.S. currency, most of these increases have not yet been reflected in the Canadian marketplace but this can’t continue forever,” notes Charbonneau.
Going global for Ronor also means distributing their accessory products in more than 15 countries, including the U.S.– their biggest customer outside Canada. Most major American retailers, including Luxottica Retail, Costco, US Vision, and Kaiser Permanente, are customers, as are U.S.-based importers like Altair, New York Eye and Nouveau.
Canadian retailers are fortunate in being the first to benefit from distribution of Ronor’s fashion frames, reading glasses and sunglasses. Since going into the frame business in 2000, Ronor has continuously expanded that side of the business and aligned with some of the top names in the industry, including Eschenbach Optik GmbH of Nuremberg, Germany. In fact, the two companies will soon be announcing a five-year renewal of their exclusive contract.
“We are glad that our excellent performance has allowed us to forge such a strong relationship with this first-class German company,” says Charbonneau. “Eschenbach is known for their great design and superior quality and has won numerous international design awards. For at least the next five years, the love affair between Canadian opticians and the Humphrey’s, Brendel and Marc O’Polo brands, among others, will continue to be delivered through Ronor. Dealing with the best in the frame industry helps Ronor become one of the best distributors here at home.”
Humphrey’s is Ronor’s number one collection and the company sells more units of that brand per capita than are sold in any other country among the nine subsidiaries outside of Germany.
The other brands Ronor represents include New York Eye/Hart Specialties and house brands Nordic, King Size and 4U&I. The ‘Boutique Wholesale’ subsidiary Voila Vision Inc. distributes French designer frames Azzaro, Thierry Mugler, Smalto and licensed brands IKKS, and X-One.
Eighteen full-time sales reps bring the Ronor focus on service and customer satisfaction home to more than 3,500 accounts across Canada. “The caliber of our salespeople, most of whom have been with us for over 10 years, makes me confident that each and every contact point with our customers will be satisfying for them. We want every ECP to feel at ease trying all of our products and services because we stand behind them 100 per cent,” says Charbonneau.
Where is Ronor headed? True to form, there will be expansion both at home and abroad. “Here in Canada we will be growing by leaps and bounds with a mix of acquisitions and structural improvements aimed at making us the best service provider ever to Canadian ECPs,” notes Charbonneau. “A company like Ronor, with units outside Canada and customers worldwide, is best poised to deliver added value through our commitment to ‘think globally, act locally’.”
Robert Charbonneau, who has made the local and global growth of Ronor his life’s work, is expecting to hand over the reins of his company to a younger team within the next few years. “Ronor is the story of my life,” he says. “And before long I will enjoy watching it continue to grow while lying on a beach somewhere beautiful and sunny.”
No doubt Charbonneau will be thinking globally when he considers which beaches to visit between September and May. Come the Canadian summer, he’ll have plenty of ‘local’ beaches to choose from in La Belle Province and elsewhere in Canada. Don’t forget the sunscreen — and sunglasses from Ronor!
