Pro Roof Steel

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P R O R O O F

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Pro roof Steel Merchants has grown

from humble beginnings to become one of the largest

and most prominent steel merchants in the

Southern africa.

By Ian armitage

W hile entrepreneurs come in all shapes and sizes, one commonality binds

them all together: the willingness to take a risk.

A man that knows a thing or two about that is Rafik Mohammed.

Aged just 11, Rafik might not have realised the extent of his entrepreneurial spirit as he sold fresh produce from door to door in the small farming town of Brits, but some years later his passion for business led to South Africa’s major independent steel merchant company – Pro Roof. His strong core beliefs in hard work, valuing his employees, and maintaining his personal honour in all things, as well as the odd calculated risk, have come to define this industry leader.

Day by day this enthusiastic entrepreneur reminds his staff that money will be made and money will be lost, but stresses that once their name or reputation is lost, they lose much more.

“I empower people,” says Rafik. “Without the people, there would be no company. We allow them the space they need to succeed. You delegate to people, you don’t undermine them and you give them opportunities to be able to prove what they are worth. But we stress that our name and reputation is everything and we deliver.”

Pro Roof Steel Merchants is known for manufacturing and distributing a variety of steel products, most notably roofing solutions.

It’s great strength is its diversity.“Pro Roof Steel is one of the

largest, most prominent steel merchants in Southern Africa, being

Pro roof focuS metalS





a key player the steel industry,” Rafik says. “From a roofing company, we expanded into a wide array of steel products commonly used in our main operating markets like welded universal columns and beams, fencing and wire, tubing and cold formed as well as roofing solutions.”

Pro Roof’s processing and servicing centres headquartered in Vereeniging employ 700 people and regional branches in Cape Town, Pretoria, Durban and Nelspruit create a network and infrastructure to supply the demand of the growing South African economy.

Monthly production has been as high as 15,000 tonnes a month.

Unsurprisingly, Rafik was a finalist in the 2009 Ernst and Young’s World Entrepreneur Awards, South African Best Entrepreneur category.

The pro roof & van Flymen relationship had its origins in the 1980’s when pro roof founder rafik mohammed and van Flymen director Clive Cohen met. at that time the business of pro roof was housed in modest rented premises in Vereeniging and the ambition and drive that has marked rafik’s success was already apparent and a relationship forged on mutual trust commenced.

Twenty years on, and from those modest beginnings, the pro roof growth has been spectacular. What has not changed is the same foundation of trust on which the personal and now company relationship was created. We at van Flymen are proud to be entrusted with both their risk management and insurance placement requirements.

The relationship allows the Group to embark on growth of their existing business and to consider new projects with the knowledge that their insurance is in the hands of professionals with the necessary skills and the commitment to personal service.

Van Flymen and Associates






Investors took notice and in 2011, JSE-listed Andulela Investment Holding Limited, acquired shareholding in the group. “In line with managements strategy the investment in Pro Roof has been identified as a suitable investment for Andulela,” the company said.

“We see our steel side going further downstream,” Rafik explains. “Over the coming years open new retail outlets nationally, and through that network sell our entire basket of products.”

Diversification is pursued outside as well as within the steel sector, he says.

“The year so far has been a challenging one,” Rafik adds. “It’s not what we expected but also better

then when I look at what the industry is doing but it’s tough. It’s very tough.

“Locally we’ve had the mining strikes and also transport strikes and we lost three weeks of production and deliveries to customers. The wildcat strikes have definitely had an impact over the last few months and it has it has affected our plans because we couldn’t receive from our suppliers nor could we deliver to our customers.”

Good job Rafik has fingers in a few pies.

One such pie is property through a property division called Changing Tides.

“The property management and development side, which I introduced in 1998 by

It’s all about hard work,

commitment, and integrity. Our growth has come

about through honour

creating the Changing Tides property division, is doing very well. That has been much better. Quite active, more on the affordable homes, but also on the industrial side we have had a bit of activity there also.”

Changing Tides focuses on industrial, residential and commercial property, including affordable housing and student accommodation.

Attention to detail and high building standards set Changing Tides apart from its competitors, as it continues to gain market share.

“In all areas of our business we are able to react to trends and opportunities, which our competition can’t always do,” says Rafik.

The lasting impression is that Pro Roof is a group committed to growth with a determination to succeed.

“It’s extremely fierce business. This is not an easy industry and the challenges can be great,” Rafik says. “But we are confident.”

He is sure Africa will be the global centre and driving force for opportunity and future success.

“With our exchange rate as it is we can see it to becoming a reality in terms of growth out of our neighbouring countries, especially on the steel side. The guys are starting to give us a lot more business than in the past. The exchange rate has a big role to play in our export market. When the rand is strong, we lose our market and when the rand weakens we pick up the business again.”

Despite recent challenges and setbacks following the strikes that have plagued South Africa, the growth plan for Pro Roof is unambiguous.

“If we size our selves up to our competitors then our ambition is to be among the three biggest industry players in South Africa. It’s all about hard work, commitment, and integrity. Our growth has come about through honour. What’s most important is one’s credibility and this is the fundamental principle in my business.” eND

To learn more visit www.proroof.co.za.


Corner off Bester & Tabak street No 2A, Nelspruit, Mpumalanga

Tel: 013 752 2286 Fax: +27 13 752 2849 Email: [email protected]

www.proroof.co.za

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Pro Roof Steel