Small but powerful. How a family business found its niche

In a market where mostly large corporations rule the roost, you would not immediately expect a small-scale family business to easily hold its own, let alone flourish. Yet that is exactly what Baleco does. What began some twenty-eight years ago as the initiative of father Van 't Leven has grown into a special company in which several family members now work. Two sons work within the company, one of whom has been active for 10 years. Together with a number of specialists, they run a company that is not intimidated by size, but has found its own special niche.

Major players

The steel pipe market is one that is primarily dominated by large players. For companies of smaller size, there is often less room to move. Nevertheless, family-owned Baleco has successfully positioned itself in the market. And not only that: the company is doing very well. The question, of course, is: how did they manage to do that? 

Added value of the overall process

"We sell steel pipes," says commercial director Bart van 't Leven, "but for us that is not the real product we supply." Then what is, we asked in amazement. "Our real product lies in the added value of the total process of an order. The timing, the finishing of the tubes, their packaging, the transport, every detail counts. In other words, our strength is not only in the product, but especially in everything around it." Where large concerns sometimes get bogged down in their own complexity, Baleco excels in customization and personal attention. The company not only delivers what the customer demands, but does so with a constant focus on precision and care.

Niche players with large capacity

What makes Baleco exceptional is its position in the market. They are not a desk trader, but neither are they a large concern. Baleco is right in between with its own warehouses, an advanced sawing center and a logistics center under one roof. This allows the company to handle both single pieces and large volumes. And that at short notice. Thanks to a strong network of Western European producers, larger and more complex orders can also be taken on. This enables them to serve a special niche in the market: customers who need something specific, special or urgent and do not want to or cannot wait for it. Also consider end users who work according to just-in-time delivery models. There is not a millimeter of room for delay there. "If we deliver too late, their processes fail. We take that very seriously," says Van 't Leven. This flexibility is not only practical, but also strategic. Precisely in a world where delivery reliability and customization are becoming increasingly important, family business Baleco offers something that larger parties often simply cannot: speed, agility and, very importantly, human involvement.

Direct corporate culture

What stands out within Baleco is the direct culture. No unwieldy structures, no long waiting times. If you call with a question, you immediately get someone on the line who can actually make decisions. No-nonsense, just a solution, now. Those direct lines, that commitment, is in the company's DNA. "We don't just worry about business when something doesn't go quite right, but also emotionally. If things go wrong for us, we feel it. We want to correct it immediately. You don't see this drive everywhere," Van 't Leven explains. In 2015, the company therefore decided to remove everything that could lead to errors or delays from the process. As little dependence on external parties as possible, everything under its own roof. That choice proved to be a turning point and the key to the current success.

Thoughtful and with policy

Sustainability is now an integral part of modern entrepreneurship and Baleco also takes its responsibility in this regard. A conscious choice was made to use Western European suppliers who produce pipes in a green way. And in its own logistics, routes are planned as efficiently as possible to avoid unnecessary mileage - and thus CO2 emissions. The company also undertakes with policy in the area of automation. "In the area of automation, we are somewhat conservative" says Van 't Leven. "But if a customer comes up with an issue that calls for innovation, we are happy to invest with them." This is how Baleco grows, step by step, without unnecessary risks, but always in line with the customers' needs.

The difference: the mindset

On paper, Baleco may seem less distinctive. Its machinery is similar to that of its competitors. Tubes are also cut, processed and packaged there. But the difference is in the mentality of everyone working at Baleco, in the dedication, care and commitment. Van 't Leven: "Every party promises the best quality, but not everyone lives up to it." At Baleco, the sense of quality is alive and well. From the machine operators to the logistics planners. Everyone knows: it's not just about the tube, it's about what that tube means to the customer. Therein lies the true strength of the company.

Special company

At a time when smaller companies sometimes struggle, this family-owned business is proving that things can be different. By choosing focus, quality, commitment and its own direction, an extraordinary company has emerged. Baleco is not a small fish in a big pond, but a smart fish with sharp senses and a clear philosophy.