Business Model

NORMA Group positions itself among the international market and technology leaders for advanced and standardized joining and fluid handling technology. With its 25 production sites and numerous sales offices, the Group has a global network with which it supplies more than 10,000 customers in over 100 countries. NORMA Group’s product portfolio includes more than 40,000 joining products and solutions for many different crossindustry applications. NORMA Group has received several awards from customers for its quality. The focus is on innovative solutions for promising end markets by focusing on the strategically important areas of Water Management, Industry Applications and Mobility & New Energy. With its products and solutions, NORMA Group actively supports its customers and business partners in responding to key global megatrends such as climate change and the increasing scarcity of resources. High customer satisfaction is the foundation of NORMA Group’s continued success. The main factors here are the Company’s customer-specific system solutions and the global availability of its products, combined with reliable quality, delivery reliability and well-known brands. NORMA Group supplies its customers through two different sales channels:

  • Standardized Joining Technology – SJT (Water Management and Industry Applications): via wholesalers and sales representatives
  • Engineered Joining Technology – EJT (Mobility & New Energy): directly to original equipment manufacturers
The two sales channels differ in terms of the degree of specification of the products, but overlap in production and development. This enables cost advantages and at the same time ensures reliable high quality.

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Standardized JoiningTechnology - SJT44%
Engineered Joining Technology - EJT56%

Engineered Joining Technology (EJT)

The strategic business unit Mobility & New Energy in the Engineered Joining Technology (EJT) distribution channel comprises sophisticated, individually customized joining technology, and is characterized especially by close development partnerships with original equipment manufacturers (OEMs). NORMA Group’s central development departments and local resident engineers work together with the customer during multi-year project phases to develop solutions for specific industrial challenges. Due to the constant proximity to customers, NORMA Group’s engineers gain comprehensive knowledge and a deep understanding of the various challenges faced by their end markets and customers. As a result, they generate significant added value for customers and contribute to their economic success. Such development partnerships result in holistic product and system solutions that meet both customer demands for efficiency and performance and take aspects such as weight reduction and quick assembly times into account. The Mobility sub-area is in turn divided into the two end markets Light Vehicles (passenger cars) and Heavy Vehicles (commercial vehicles and construction machinery). The New Energy sub-area brings together numerous applications for the sustainable energy industry, innovative solutions for electromobility and renewable energies, for example.

Standardized Joining Technology (SJT)

In the two strategic business units Water Management and Industry Applications, NORMA Group markets a broad portfolio of high-quality, standardized branded products via the Standardized Joining Technology (SJT) distribution channel. In addition to numerous solutions in the field of storm water management, this also includes the field of landscape irrigation and connecting components for infrastructure solutions in the water sector. In addition to its own global distribution network, the Company also relies on sales representatives, distributors and importers as multipliers. NORMA Group’s customers include distributors, specialized wholesalers, do-it-yourself (DIY) stores and applications in smaller industries, and also OEM customers in the spare parts market. The brands ABA®, Breeze®, Clamp-All®, CONNECTORS®, FISH®, Gemi®, Kimplas®, NDS®, NORMA®, Raindrip®, R.G.RAY®, Serflex®, TRUSTLENE® and TORCA® intend to represent technical expertise, high quality and delivery reliability.


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