FAE USA has opened its new headquarters in Flowery Branch, Ga., as part of an effort to increase its presence in the United States market.
The Italy-based manufacturer of forestry and construction equipment opened a 30,000-sq.-ft. warehouse and 5,000-sq.-ft. of office space on eight acres approximately 40 minutes from downtown Atlanta.
The project was a result of a $3.5 million investment. It will serve as the central distribution hub for all FAE equipment and parts sold in the United States.
But even as FAE settles into its new space, CEO Giorgio Carera said it is hard at work preparing to move manufacturing capabilities onto the new campus within nine months.
Currently, FAE manufactures all of its equipment in Italy. Carera said an American manufacturing facility will likely produce its most popular machines in an effort to better supply its customers here from a 50,000-sq.-ft. building, which is scheduled for completion by the end of 2008. The company also may locate some of its subsidiaries at the campus in the future.
FAE first moved into the American market 12 years ago. It also has distribution facilities in Australia, Germany and Alberta, Canada, and offices in Argentina, France and Spain.
Carera said FAE has done well in the American market and business has been stable for the past few years. However, now was the time when the company had to decide: “Do you stay the underdog or do you become the crocodile?”
With the new facility comes an effort to boost sales through the addition of territorial managers and an increased number of partnerships with distributors across the country.
“Our investment in this new facility, and in our sales force, is proof of our dedication to the market and to our customers,” Carera said. “Our goal is to be No. 1 in the U.S. market, both in sales and in customer satisfaction. This distribution center will be key to helping us realize our goals.”
For more information, visit www.faeusa.com. CEG Staff