Rothoblaas: corporate culture

Wood, organization and a continuous pursuit of innovation. These are the pillars, the cornerstones around which Rothoblaas – a name that needs little introduction in the sector, especially when it comes to solutions for timber construction, from beam-column systems to frames, ventilated façades and safety devices – has built its growth. A growth that is not the result of chance, but of a precise mindset, a clear and coherent approach that, from the very beginning, has driven the company to seek something more: a new solution, an improvable process, a detail to refine.

In every word, in every decision, a clear message emerges: customer focus and attention to detail. Two elements that are not only described, but can be tangibly perceived when entering the company.

It was a pleasure to visit Rothoblaas headquarters during a press trip organized by Idm Südtirol – Alto Adige, the organization that promotes the South Tyrol region (we covered it in the latest issue of Xylon: if you haven’t read it, you can request a copy by writing to info@xylon.it, ed..).

We were welcomed by a hyper-modern headquarters, characterized by a work organization clearly inspired by Northern European standards. Spacious, bright, essential environments. And – allow us to underline it – an immediate visual and olfactory impact of wood that seemed to emanate from every surface, as a silent yet powerful statement of the company’s identity.

Our exceptional guide was Piergiorgio Sacchetti, Sales Manager for Southern Europe, who led us through a journey to discover not only the numbers and products, but above all the vision that has guided the company since 1991.

“Rothoblaas was founded in 1991 on the initiative of Peter Lang and Robert Blaas. The company began as a distributor of woodworking machinery in South Tyrol, with an activity strongly oriented toward direct contact with local carpenters. From the very beginning, listening to the operational needs of professionals has been the distinctive element guiding strategic decisions.
In the 1990s, the Italian timber construction market relied heavily on traditional nails. The turning point came with the introduction of advanced screws and fastening systems, designed to ensure higher performance, reliability and safety. This was not simply an expansion of the product catalog, but the start of a true development path”.

“Today,” Sacchetti explains, “more than thirty years later, we can look back with pride at what has been achieved. The company began as the dream of two young entrepreneurs personally covering the territory, while today Rothoblaas is a well-established international reality, with over 150 million euros in turnover, more than 700 employees worldwide, over 35 subsidiaries and a presence in more than 70 countries. We have 25 active warehouses and manage more than 20,000 items divided into five product families. Growth that has not been accidental, but the result of a mindset focused on continuous innovation and the desire to always seek something more”.

An approach, a way of thinking and working that has become the hallmark of the company based in Cortaccia, just a few kilometers from Bolzano.

“Our philosophy,” Sacchetti continues, “is based on an integrated approach that places innovation, service and customer proximity at its core. We do not consider ourselves simply a supplier, but a technical partner capable of supporting designers and companies throughout the entire process, from the design phase to on-site construction. For this reason, we invest in concrete and accessible tools: free software for connection verification, estimation applications, BIM and CAD libraries, thousands of technical documents, construction details and in-depth materials. Our goal is to provide clear solutions that can be immediately applied and are supported by specialized expertise.
Our organization also reflects this vision. The headquarters covers approximately 7,000 square meters of office space and is complemented by a 12,000-square-meter automated warehouse with 25,000 pallet spaces, among the most significant in Europe in the wood sector. For us, logistics is not just an operational infrastructure, but a technical and commercial hub that ensures efficiency, speed and proximity to international markets”.

Has your customer changed over these thirty years?

“Certainly. While our historical counterpart is the carpenter – the professional who builds timber structures – over time we have expanded our scope to include complementary sectors. Today we also operate in what we define as the “Building Envelope” segment, which includes companies active in façades, sheet metal work and waterproofing, as well as in the retail channel, through a brand dedicated to distributors. Another strategic area is working at height safety and fall protection systems, where we operate with a highly specialized approach. In this sector, we work closely with Rspp and Hse professionals, carrying out inspections and developing customized technical studies to identify the most suitable solution, both in residential and industrial contexts.
Our systems have been adopted in highly relevant contexts, from lifeline systems installed on the Mose of Venice to collaborations with Fincantieri, as well as industrial roofs, multi-storey buildings, skyscrapers, guardrails and access ladders. More than just a product range, we offer an integrated system of technical solutions designed to work together and respond coherently to the needs of designers, companies and construction site operators”.

How important are training, research and sustainability?

“They are crucial. For us, innovation does not only mean developing new products, but also spreading knowledge and taking responsibility for the environment in which we operate. Every year we train around 3,000 professionals from all over the world. We organize technical courses for carpenters, designers and industry professionals, because we believe that growth primarily depends on the quality of design and installation, and the entire sector benefits from it.
At the same time, we invest in research and development with a strongly market-oriented approach. A concrete example is the “C4” coated screws: the need originated in Sweden, where particularly harsh climatic conditions required higher corrosion resistance standards. We developed the product starting from that specific requirement and later evaluated its application in marine environments. After four years of testing, also conducted in collaboration with the University of Malaga, we introduced a “10.9” steel screw with “C4” coating to the market, usable up to 70 meters from the sea, with superior mechanical performance compared to stainless steel and an average cost 15 percent lower. In this context, as one might expect, sustainability represents another strategic pillar. Our headquarters is energy self-sufficient thanks to photovoltaic systems; we adopt policies for reducing plastic, waste sorting and responsible resource management. Moreover, we operate according to a code of ethics that focuses on human rights and corporate social responsibility, for an industrial vision that combines growth, technical quality and responsibility”.

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