Rottneros draws strength from specialised production focus
In an increasingly competitive market, Swedish speciality pulp producer Rottneros is building on its niche strategy and independent status to differentiate itself and sustain corporate growth. "We have secured a strong market position with our culture of innovation and specialised production focus," says Per Lundeen, president and CEO. "Our priority is to optimise pulp to meet the high standards of select niches in the paper industry."
At its two mills - Vallvik Mill and Rottneros Mill, Rottneros produces a broad range of high-quality, specialised pulps, including bleached and unbleached long-fibre chemical pulp, chemi-thermomechanical pulp (CTMP), and groundwood pulp.
The mills together can produce almost 350,000 tonnes per year.
To meet fast-growing demand, Rottneros recently decided to move forward with a plan to lift annual pulp capacity to 460,000 tonnes.
Rottneros' pulps can be customised according to customers' specifications and produced in limited volumes with the mills' flexible manufacturing lines. Some of its products for niche applications are the 'e-pulp' for electrical insulation and a long-fibre CTMP grade for filters. Last December, Rottneros unveiled the high-yield Absorption Express, which has excellent absorption characteristics and is a competitive alternative to the more expensive pulp used in tissue production.
As a value-added service, Rottneros helps customers develop end products and in that way, forges long-term relations. Its specialised pulps are sold throughout the world via a comprehensive network consisting of agents and other partners. Europe, the United States and certain Asian markets make up the bulk of company sales.
Rottneros sees its future growth stemming from end-use products such as packaging, paper for electrical insulation, filters and tissue products. The expansion of these market segments are being driven by developing economies such as China and India.
"We aim to strengthen our logistical set-up in Asia to harness enormous growth opportunities in the region and become renowned for our niche-oriented pulps," Lundeen says.