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Supported by attributes and strengths which are not accounted on balance, Duratex has essential factors to create value and build competitive advantages that differentiate the Company in the market.


During its existence, the Company has established the brand names Duratex, Durafloor, Deca and Hydra, among others registered abroad, that today are synonymous of quality and reliability. They express the innovative spirit which permeates the Company’s operations, as well as its commitment to deliver quality products to customers and consumers. The rhinoceros figure, which represents the Company’s image, is among the best-known and most respected corporate symbols in Brazil.


The Company is continually investing in the research and development of products and solutions which make its activities more competitive. Trained employees monitor new trends and develop products that are in tune with the desires of the consumer market.


The quality standard of its products is a benchmark in the domestic market and guarantees the Company a privileged position. Constantly trained sales teams, technical assistance representatives with a presence throughout the country and Customer Service Network, all lend credibility to the brand names and transmit confidence to their users.


Technology is of great assistance to Duratex in its quest for sustainable growth. The continuous development and improvement of the technology involved in its processes goes hand in hand with improving productivity and reducing environmental impacts. Able to offer outstanding products at competitive prices, the Company has a modern industrial structure, which uses the latest innovation machinery and equipment, processes that are run by robots – all of which are constantly maintained, as well as advanced hardware and software systems.


Care is taken to preserve natural resources as well as integrating them with the strategic plan of the Company which invests in more efficient and cleaner processes, programs and equipment to reduce the consumption of water and electricity, and in the reuse of materials.

Funds are also spend on the perfection of saplings and processes which have led the Company’s plantations to have one of the highest rates of productivity in the world. In addition to this, all the wood used in the production of boards and panels comes from forestry activities in certified areas. The same applies to vitreous chinaware and metal bathroom fittings, which are equipped with special water saving features.

Cost Management

To reduce its operating costs, the Company has adopted a number of initiatives, such as the reuse of inputs and the use of biomass for the heating of its boilers. The Company’s scale of production, its integrated wood supply system, its own renewable forests located close to its plants, and its vertically integrated production process, are all also fundamental in guaranteeing a high level of productivity at a low cost.


One of Duratex’s main assets is its professional workforce which has an outstanding knowledge of the markets in which the Company operates, carries out its production activities and sells its products. Attracting, training and retaining internal talent represents the focus of the Company’s human development, encouraging and contributing to the maintenance of a healthy atmosphere in the workplace.