If you need a solution for storage, Rousseau Metal is the place to go. For 75 years this manufacturer has supplied the full range of storage systems including shelving, cabinets, mezzanines, and workstations. “We provide the whole gamut,” says Randy Peardon, Rousseau Metal’s Director of Sales & Business Development.
The family-owned company is in its third generation since it was founded by André Rousseau in 1950, and is still based in the village of Saint-Jean-Port-Joli, in Quebec, Canada today. Over the generations it has become a vital part of the local community, employing a significant proportion of the local population.
“What separates us from everyone else is we manufacture 150,000 stock-keeping units (SKUs) of components that come together to build bespoke systems perfectly adapted to our customers’ needs,” Peardon says.
It is a competitive advantage that Rousseau makes the most of. As Peardon points out, there are a lot of companies providing shelving, cabinets and workstations out there, but a manufacturer who can provide all three is pretty uncommon.
“In the western world, there are only a couple of companies that can provide the full breadth of products,” Peardon says. “Even among those, what separates us is that our approach is one of really incredible modularity.”
That modularity means that customers in possession of a Rousseau system can combine and recombine those components to create shelving, cabinets or workstations as demanded.
“The pieces fit together almost like Lego, and the number of pieces means that the end user is not bound to preset designs. If you want a toolbox with different coloured end caps, drawers, or different separators, we put the power to change that into the hands of the experts – the end users,” Peardon tells us. “We are the only company providing customisation with that depth.”
The core philosophy of Rousseau Metal’s products is that end users can re-use and recombine anything they buy. It is a philosophy that is good for the environment and the bottom line.
“That is how our products and services are designed. If you have a shelving unit today and need a cabinet tomorrow, take the shelves out and make it into a cabinet,” Peardon says. “We are about moving ahead, not accepting the status quo.”
A Global Network
Providing that level of customisation is a challenge. The key to overcoming that challenge is modularity. It means providing components that can include wiring panels, spooling holders, bin holders, doors and clothing hangers, and that is only the tip of the iceberg. However, as well as ensuring that level of adaptability is available, Rousseau also needs to communicate what that means to the customer.
“Communicating the possibilities of what we can do is not necessarily simple,” Peardon says. “One of the biggest challenges we have is keeping our entire distribution network trained and up to date. We have to ensure they are aware of the latest trends, and the latest products, so that they can keep the end user informed.”
Keeping that distribution network informed is all the more vital as Rousseau Metal does not have any direct sales channels. Instead, the company is reliant on its nationwide (and rapidly becoming global) distribution network. It is a strong network with 350 distributors spread across many countries. Many of these distributors have longstanding relationships with Rousseau, some of which have been ongoing for as long as 40 years, growing alongside it. The company is not just reliant on those distributors to sell, but also to help Rousseau remain ahead of the curve in terms of tracking customer demand and market behaviour.
“We rely on that network for customers to tell us their needs, giving us the intelligence necessary to inform innovation,” explains Peardon. “We have small sales forces across North America, Europe and England. While we gather some market research ourselves, if the customer needs a specific product, it will not exist unless someone tells us about that need.”
Putting People First
Just as important as Rousseau’s relationships with its network of distributors are the internal relationships among Rousseau’s own staff.
“Rousseau is an extremely people-focused company from the bottom up,” says Peardon. “We have a flat management structure where every team member in our company, whether they are the executive chairman or sweeping the floor, can get the ear of the CEO.”
That strong sense of community within the company is reinforced by the fact that Rousseau Metal is itself part of the close-knit community of Saint-Jean-Port-Joli.
“We have to be that people-focused. We are not a Fortune 500 company. We are there for the community. The way we retain and invest starts there,” Peardon tells us. “We do the right things for our people, while recruiting through universities, outreach, and open days.”
On the retention side, Rousseau Metal continues this philosophy of doing what is right by its people.
“The little things matter a lot. When it comes to retention, the most important question is, what is the right thing for all of us? The world has changed. People don’t want to go to work thinking what they do doesn’t matter,” Peardon reflects. “The wonderful thing about being in our sector is that generally speaking, our staff have a connection to what is being done with our products.”
That purpose gives Rousseau’s people drive and encourages retention. Peardon talks of the company’s recent partnership with a shipbuilder in Canada, and the pride that has given its employees.
“These things matter—whether it’s a project in the automotive, military, government, education, or mining sector, our employees take pride in seeing our products used across diverse industries.”
Expanding Options
With that motivation behind it, Rousseau Metal has big plans for the future. Peardon tells us that Rousseau Metal will be moving into more countries, hiring more staff, and increasing its manufacturing capability.
“We are growing aggressively,” Peardon informs us. “We have a brand new product called ElevaTek, a new height-adjustable workstation. This product will change everything, opening up the possibilities of moving into the medical, laboratory, electronic work assembly, and furniture industries.”
Speaking with Peardon, it is clear that he regards ElevaTek as a key part of Rousseau Metal’s future.
“We want to put that product where it belongs,” Peardon says. “You can order a toolbox from China and get it exactly as it is, but we think a service that is modular like ours has potentially global demand.”
This is why Rousseau Metal is now expanding not just in the US, but also in Canada, Mexico and Europe, with plans for distribution as far afield as New Zealand.
“We’ve already done an outstanding job in the UK automotive industry,” Peardon explains. “We’ve worked on projects with prestigious brands like Maserati, Porsche, and many others. On the defense side, our heavy-duty modular cabinets are trusted on military bases—and even aboard the Queen Elizabeth-class aircraft carrier.”
Peardon is also adamant that people will remain the critical component in Rousseau Metal’s future.
“We are not giving in to the popularity of chatbots and replacing people with AI,” he says. “As a business, we are highly automated, but if you want to talk to a person at our firm, that means you are getting a person.”
