Solar Power World caught up Juan Romera-Wade, CEO of distributor Krannich Solar, to learn more about the company’s role in the industry and what he hopes to share with attendees at Intersolar North America. This is what Romera-Wade had to say:
SPW: For installers, what’s the advantage of working with a distributor versus ordering materials directly from a manufacturer?
Romera-Wade: A wholesaler has buying power because we order materials in bulk. Small commercial and residential installers do not have the capacity for a lot of material nor the free cash flow for buying material at once. Thus ordering materials from a wholesaler is cheaper as well as more consistent.
Another advantage in buying from a wholesaler rather than the manufacturer is the convenience of getting all materials from one location rather than multiple manufacturers. It is a lot easier to keep track of one order with one point of contact.
Is a “wholesaler” different from a “distributor”?
Interesting question. I think that the words “wholesaler” and “distributor” are often used interchangeably. However, in the solar PV space, Krannich Solar makes a difference. We do not act like a huge supermarket that sells a lot of stuff like a wholesaler would. At Krannich Solar, you will find handpicked products we sell to our installers, more like a boutique.
When solar installation firms approach a distributor for the first time, what questions should they ask in order to make an informed decision about who they should partner with?
On the top of the list is the importance of the product range and their stock levels. It is important that a distributor is consistent in stocking product for easy reordering. Another important point is the customer service a company provides. At Krannich our sales reps are experts in the solar field. They have great technical knowledge and know their customers well. Logistics is also a fact that shouldn’t be overseen. We have three office and warehouse locations for convenient ordering and shipping processes.
Does Krannich offer services beyond supplying installers with components?
We can calculate the BOM and advise you on which components to use. On top of that, we grant financing terms for quicker order turnaround. We offer a lot of services. You just have to install the system yourself!
That said, which components in your product line excite you most at the moment?
That would be the Axitec panel with integrated SolarEdge optimizer hands down. Although Axitec offers a lot more and has a panel for every application.
Battery storage also excites us at the moment. Our German office already has a lot of storage solution in their product line and we are looking forward to introducing them to the American market.
Krannich has been in the solar industry since 1995, over which time the industry has seen remarkable change. Looking ahead, though, how do you think the solar marketplace will change in the next 20 years?
Wow, looking 20 years ahead from now is something we don’t often get to think about in this fast moving industry.
Krannich has been in the solar market for 20 years and we have seen a lot of manufacturers and competitors come and go. Our vision of the future is a 100% renewable energy and we are optimistic to reach that goal even after the ITC 2016, because we believe the market will find its way to continue growing.
What brings Krannich Solar to Intersolar (booth #7219)?
Krannich sees itself as a major player in the solar market. We have a lot to offer and we want to make sure that everyone sees that. An exciting trade fair lays ahead of us and we can’t wait to keep showing the market leaders that we are a reliable partner at Intersolar.
