The family run business ethos is something which is highly regarded by many customers. This ethos, together with the quality products that George Cassar Woodworks have become known for, are what have enabled the company to evolve so thoroughly since the early 1980s.
When it was time for George Cassar to retire, operations were taken over by his son Johann, who took the venture into a new dimension by earning, and donning, his business hat whilst holding his carpentry cap firmly in hand. Thus, George; a highly business oriented individual, built and leads a close-knit team towards new horizons.
T he scene was set in 1980, when George Cassar started his carpentry business from a small garage in Qormi. In less than a decade of operation, business growth dictated a move to a larger outfit. In 1987, George Cassar Woodworks (GCW) relocated to Ta’ Qali. A former RAF Airfield, Ta’ Qali now houses a variety of workshops which were traditionally housed in old Nissen huts. At the time, a modern and more permanent upgrade was already in the works, though it took around twenty years to fully materialise into what it is now.
At the time, George Cassar’s focus was on the productions of wood handrails and balustrades for the terraced houses that were all the rage in the 1990s. This kind of production continued for fifteen years, until the terraced houses trend converted into the construction of apartments. During this time, Johann took it onto himself to develop the family craft into a business. Malta joining the European Union was seen as an opportunity to diversify a waning business. After an initial interest in the installation of spiral and modular staircases proved to be of less interest to the general public,
the business of doors proved to be catalytic in turning the company’s fortunes around.
This is when the company started importing semi-finished components, mainly from Italy. Machines that enabled local assembly were bought and installed and within a year, this business decision proved to be a fruitful one.
By August 2020, following a four month relocation exercise, George Cassar Woodworks, shifted operations to their current showroom. Johann, explains that this relocation exercise was a natural progression to meet the need for a dedicated facility, housing the head office, the showroom, and the factory. Although still based in Ta’ Qali, the current footprint, totalling 1500sqm is split into three areas – the showroom which takes up approximately 200sqm, whilst the rest is dedicated to storage and the factory area.
“For years we really worked miracles in the old factory area. We had a limited area where to work in and knowing that we would be relocating to bigger premises, had to stall any investment in new machinery”
The factory now boasts some of the latest computerised technology. Central to its operations is a CNC Machine which not only allows for high precision workmanship but also enables flexibility to work with both blockboard and honeycombed wood. An added feature, Johann explains, is the ability to programme the machine for other jobs whilst it is carrying out a job – this increases operational efficiency allowing for shorter and more accurate delivery times.
the current footprint, totalling 1500sqm is split into three areas – the showroom which takes up approximately 200sqm, whilst the rest is dedicated to storage and the factory area
Johann is particularly enthusiastic about a system that they are currently developing, and which should be implemented in the current weeks. This system allows a seamless process flow starting from the creation of a quotation, its acceptance – including any changes requested by the client and onto the actual production and subsequent delivery and installation – which in total takes around four to six weeks depending on the amount of production taking placeas well as national holidays such as Christmas, Easter and summer shutdowns. Delivery date estimates are kept as low, and accurate, as physically possible – always, Johann stressed.
The Process
Door panels are received in a semi-finished state from abroad – predominantly from Italy. There are three types of door structures, all with pre-installed sound proofing insulation: honeycomb, blockboard ( a type of engineered wood), and wide deal (which is another type of white wood engineered with internal small holes to avoid warping).
The panels are untouched, meaning that there are no ready-made holes for hinges or knobs; thus allowing for a wider degree of customisation via George Cassar Woodworks’ computerised cutting machines. The height generally caters for doors of approximately 2 and a half metres.
In terms of width, clients can choose from eight different sizes.
Johann emphasises that all doors are beautifully finished – a result of the international and local workmanship combination – durable and insulated. Above all they are well priced, something which is of course attractive to the local clientele.
Whilst their speciality is laminated doors, in 2019 the company introduced lacquered doors to their portfolio, with white and cream being offered as standard colours. GCW have also added fire doors to their portfolio – in this case no customization is possible – this is due to the certification they come with – any changes to locks or size will result in loss of such certification.
Once an order is confirmed and measured, the next step is to input the measurements onto the system in order for the machine operator to issue what is called a shopping list – these are the items required to produce the door. All components, Johann adds, are the same – the only variance would be the door size. The process starts from the CNC machine which will produce the door, and its required grooves – according to the model chosen.
Whilst their speciality is laminated doors, in 2019 the company introduced lacquered doors to their portfolio, with white and cream being offered as standard colours
The door is thus cut to size, and locks and hinges are installed through an automated process. As soon as the door is ready, it is prepared for delivery and typically installed within 24 hours. Records of all sales are stored into the system. This facilitates replacements or changes in settings. Furthermore, it makes it easier for the salesperson to identify if a particular product is still under guarantee as well as having clear information with regards to supply costs.
Eco Friendly Woodworking
In their attempts to contribute to a cleaner environment the company will be embarking on an investment in solar panels. This project, coupled with the collection of rain water in an underground reservoir, will see their environmental footprint reduced to unprecedented levels.
Wood waste from any woodworking product can be reused as sawdust or scrap wood. In fact, the sawdust collected at the GCW factory is collected and currently used in farming. Johann Cassar is implementing the inclusion of new machinery to convert even their offcuts; into briquettes which are used in fireplaces, wood burning stoves and even pizza ovens.
Conclusion
In the coming months, and while serving the needs of a number of hotels consecutively, George Cassar Woodworks will continue to consolidate their operations.
Notwithstanding the covid-19 implications, these last three years have seen the construction industry experience one of its highest surges in demand. This lent to a tendency for particular suppliers to dilute their quality levels in order to keep up with the industry’s inflated exigencies.
Johann Cassar stressed that skimping on quality at GCW is simply not on – ever. Quality is something which has been ingrained into the company since its inception – in fact George Cassar, although retired keeps tabs on the company’s evolution and the quality being produced. Each client is treated with the same level of importance. If a client walks in requesting one door, he will get the same attention received by a client requesting seventy doors. Johann firmly believes that today’s order of one door will lead to larger and larger orders in the future.
skimping on quality at GCW is simply not on – ever
Indeed, the team has found itself in this situation; the satisfaction of a retail customer who simply ordered two fire doors was such that within a week, he ordered the doors for eleven apartments, followed by another twenty.
Johann concludes the interview by expressing how blessed he feels at having such a closely-knit team with generations of clients that they are proud to serve. The progressive mentality that the team has will definitely contribute towards carrying the family tradition into the future. The emphasis within George Cassar Woodworks remains very much one of family; this ethos too helps the GCW customer base be confident that their supply of doors and fire doors will continue being of high quality, at prices which are harder and harder to beat.
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