Axea
MODULE 2, MINI REPORT 2
November 1, 2012 GWL Roofing Limited
Overview
GWL Roofing Limited (GWL) manufactures roofing materials, and installs and services roofs for industrial, commercial, and investment (ICI) properties. GWL’s head office and sole manufacturing facility are located in eastern Quebec. In addition, GWL has distribution facilities located across eastern Canada and the northeastern United States. The U.S. location houses the administrative functions of GWL’s wholly-owned U.S. subsidiary, GWL Roofing U.S. Limited (GWL-US).
Gaston Laroche, who was a roofer by trade, founded GWL in 1963. Gaston’s business philosophy was to offer his customers superior products at premium prices. Under Gaston’s leadership, GWL grew slowly, but profitably. In 1985, his eldest son, Daniel, succeeded Gaston, who passed away in 1988. Daniel Laroche expanded the company at a moderate pace and profits grew steadily.
Up to the late1980s, GWL’s products and services were sold almost exclusively in Quebec. The company expanded its sales base to Ontario and the Atlantic Provinces over the next decade. With growing demand for its products, GWL required more production capacity and in 1995, it built a new 100,000 square foot manufacturing facility in a small town in eastern Quebec. GWL financed its new manufacturing facility and expansion capital needs, in part, through an initial public offering, which was completed in 1994. GWL disposed of the old facility.
Daniel Laroche retired in 2009 and his younger brother, Pierre, succeeded him. Daniel has maintained a seat on GWL’s board of directors and has been acting Chair since his retirement. Pierre, who earned an MBA from a prominent university in the Midwestern United States, believed that, over the long term, an aggressive growth strategy would maximize shareholder value.
Under Pierre’s leadership, GWL expanded to the northeastern United States in late
2010. Pierre chose this region for expansion due to the fact
November 1, 2012 GWL Roofing Limited
Overview
GWL Roofing Limited (GWL) manufactures roofing materials, and installs and services roofs for industrial, commercial, and investment (ICI) properties. GWL’s head office and sole manufacturing facility are located in eastern Quebec. In addition, GWL has distribution facilities located across eastern Canada and the northeastern United States. The U.S. location houses the administrative functions of GWL’s wholly-owned U.S. subsidiary, GWL Roofing U.S. Limited (GWL-US).
Gaston Laroche, who was a roofer by trade, founded GWL in 1963. Gaston’s business philosophy was to offer his customers superior products at premium prices. Under Gaston’s leadership, GWL grew slowly, but profitably. In 1985, his eldest son, Daniel, succeeded Gaston, who passed away in 1988. Daniel Laroche expanded the company at a moderate pace and profits grew steadily.
Up to the late1980s, GWL’s products and services were sold almost exclusively in Quebec. The company expanded its sales base to Ontario and the Atlantic Provinces over the next decade. With growing demand for its products, GWL required more production capacity and in 1995, it built a new 100,000 square foot manufacturing facility in a small town in eastern Quebec. GWL financed its new manufacturing facility and expansion capital needs, in part, through an initial public offering, which was completed in 1994. GWL disposed of the old facility.
Daniel Laroche retired in 2009 and his younger brother, Pierre, succeeded him. Daniel has maintained a seat on GWL’s board of directors and has been acting Chair since his retirement. Pierre, who earned an MBA from a prominent university in the Midwestern United States, believed that, over the long term, an aggressive growth strategy would maximize shareholder value.
Under Pierre’s leadership, GWL expanded to the northeastern United States in late
2010. Pierre chose this region for expansion due to the fact
Bibliography: Green Roofs for Healthy Cities. “2008 Green Roof Industry Survey Results.” http://www.greenroofs.org/resources/GRHC_Industry_Survey_Report_2008.pdf.