Lifeboat maker riding high

Lifeboat manufacturer Norsafe is riding high after launching production in China eight years ago - with sales so brisk it now has a backlog of orders to fill.

"The brand Norsafe is recognized internationally and Jiangyin Norsafe - its Chinese subsidiary - is doing an excellent job of protecting our reputation for quality," says CEO and Chairman Geir Skaala.

Jiangyin Norsafe offers products ranging from conventional lifeboats to free fall lifeboats and fast rescue boats. Its newest product is the JYN 115, a large enclosed lifeboat certified for 136 passengers.

"Our products are more expensive to manufacture, but a portion of the market is willing to pay more for quality products," says Skaala. "We are not necessarily aiming to get all orders in the world. We are aiming to remain the best. No one questions our knowledge on lifeboats."

Norsafe not only sells life-saving equipment, but provides advice and technical assistance to operators of lifeboats, davits and winches, and offers yearly inspection and recertification of its products.

"We care for our babies," Skaala says. In line with its priority to develop local competence, Norsafe set up a completely integrated organization in Jiangyin.

"Jiangyin is an important supplier for Norwegian production and it is vital for us to have close cooperation between the Norwegian and Chinese operations," says Norsafe Vice-President Dag Songedal.

www.norsafe.no

(China Daily 04/14/2008 page28)