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An aerial view of Hanita Coatings’ manufacturing plant and headquarters in Kibbutz Hanita, Israel.
innovation. She took me on a tour of acceleration machines, which test els in the 2016 International Window
the manufacturing plant.
the durability of each ﬁlm solution Film Conference and Tint-Off
We start in the “kitchen,” which and are the key to its warranty pro- (WFCT), hiring long-time industry
is where workers “cook up new grams. The machines are valued at sales representative Kevin Menig
formulations and coatings,” Filiba nearly $100,000 each. Coupled with and acquiring a new California
said. As she showed me around, I some old-fashioned sun exposure warehouse are only the ﬁrst steps.
noticed that “solutions” was her done for years in the Arizona des- WFCT will be the company’s ﬁrst
word of choice to describe compa- ert, Filiba said the company invests major push for its new automotive
ny processes. Hanita is ﬁxated on more than half a million dollars in line, and there’s much excitement
making improvements to its prod- the ﬁlm testing.
ucts on a daily basis. Each roll of ﬁlm gets inspected
brewing in the Hanita camp.
“We’ve put very aggressive
Having 10 percent of the com- for quality ten to 15 times before numbers in terms of growth and
pany overhead invested just in being shipped out. “It’s tested at how we’re going to get there,”
R&D scientists says a lot about every step in the manufacturing Shmilovitch said of the entire com-
what we think about the future process, and samples of each roll pany, which also has a print tech-
and innovation,” she explained.
are kept ﬁve years,” she said. “That nology division. “The focus on the
The focus on R&D is another way way, we don’t need to rely on cus- window ﬁlm business is a crucial
Hanita mirrors the nation in which tomers to send it back and can part of that plan.”
it’s headquartered. Bloomberg start quality investigation proce- The company is aiming for
ranks Israel as the world’s top dures based on reserved samples.” “signiﬁcant double-digit growth”
country for research.
that will increase the business
by 100 percent in the next few
The company boasts more than years. Shmilovitch admits Hanita’s
Unlike many other ﬁlm manu- The Growth Plan
facturers that use sputtering (a
process that applies an alloy coat- 200 employees with eight different sales revenue has not yet hit nine
ing to achieve superior ﬁlm perfor- sales locations worldwide and is in digits—but that’s the goal. “This
mance), Filiba explained that Hanita the process of shifting focus to a means the company is looking at
has a U.S. patent on a technology new market.
that “allows us to have high-quality A long-time market leader in only an evolution in terms of the
solutions equivalent to sputtering Europe, Shmilovitch said that they business initiative, we are looking
at a much lower cost.” are now looking at expanded their more at a revolution in terms of
a lot of opportunities that are not
According to Filiba, sputtering is focus. While there are opportunities how we do business in different
a “very slow and a more expensive for growth in South America and areas,” he added.
initial investment. With this tech- Asia, the company has zeroed in on
Besides the new company-owned
nology, we’re able to cover three the United States for future growth. California distribution warehouse,
to ﬁve meters per second, which is
much faster than sputtering.”
“I’m not interested in growing HanitaTek has signed a distribu-
ﬁve percent per year. The tar- tion agreement with Courage
Thecommitmenttothelatesttech- get is much higher than that,” Distributing in Canada and with
nology is also seen in the company’s Shmilovitch explains. “We’re going Kingston Coatings in Tennessee.
investment in ﬁlm testing. Hanita has to approach the U.S. with a differ-
different testing machines, among ent strategy.”
them are three “Atlas” weather
The world market will be seeing
much more of Hanita Coatings in
Moving up two sponsorship lev- the years to come.