Boden Alexander is working hard to combine the dual synergies of its two brands. ExecUS looks into how this is helping the company’s impressive performance.
Written and produced by James Buchanan & Nick Ledue
Sometimes it is better for a company to have a few faces under one hat. This is especially true when the work of the company is targeted to distinct, yet related markets.
“Boden Store Fixtures, Inc., Alexander Services, LLC, Design Metals, and Alexander Installation are all part of the Boden Alexander group of companies,” says Dan Dunn, VP of sales for the fixture division of Boden Alexander. “We have four separate facilities located in Portland, Ore., and Las Vegas, Nev.
“Boden Store Fixtures focuses primarily on large custom rollouts of store fixtures and displays for the retail and financial industries. Alexander Services and Design Metals focuses on high-end architectural millwork and metal (one-of-a-kind) projects for the gaming and hospitality industry. Alexander Installations does union installations in Las Vegas and California to support the products provided by the manufacturing division of the overall company group.”
Combined, these entities held by their umbrella company, are able to provide products and services for a number of industries. While these services and products may overlap in certain ways, the industries each division targets have distinct requirements.
“Through our combined in-house capabilities we are able to service a wider array of clients than many of our competitors,” says Dunn.
“Together, our combined capabilities have opened up additional opportunities for each division that were not available or possible as separate entities.”
The net result, adds Dunn, is that each division is able to focus on the unique characteristics of its relative industry.
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