Soft-Lite Gorell to Keep Gorell Retail Store in Indiana, Pa.; Will Honor Ongoing Gorell Customer WarrantiesMarch 20th, 2012 by DWM Magazine
Soft-Lite LLC announced its subsidiary Soft-Lite Gorell LLC executed a formal agreement on March 15 to purchase assets of Gorell Windows & Doors from its court-appointed Receiver. Soft-Lite Gorell will continue to operate Gorell Windows & Doors’ retail outlet in Indiana, Pa., and honor previous warranties for ongoing customers as the transition of operations advances. Other areas of Gorell operations will be moved to Streetsboro, Ohio. The entire sales team and some Gorell employees will be offered jobs with Soft-Lite Gorell, according to the announcement.
The Meridian Group, the court-appointed receiver, addressed Gorell employees yesterday with the news of the company’s agreement, and Soft-Lite Gorell’s decisions regarding manufacturing operations. According to the announcement, while Soft-Lite Gorell has decided not to operate the Indiana plant, the Gorell name and flagship products will survive, but will be made in Streetsboro.
According to Roy Anderson, Soft-Lite Gorell president, Soft-Lite management and the Gorell sales team, in consultation with select customers, determined the products that will be retained because of their performance and popularity with customers.
“These decisions were based on Gorell’s customers’ perspective about Gorell products,” says Anderson.
“We have been working very hard to find a way to operate the Indiana facility, but we have determined it is just not feasible,” says Anderson, citing sustained losses. “There are costs from former Gorell agreements that we simply cannot take on without further jeopardizing the future of Gorell’s respected brand and products.”
Anderson says the Meridian Group will continue to operate the facility for a maximum of 90 days, allowing for the orderly transfer of Gorell equipment to Streetsboro.
The company also reported that Gorell warranties will not be affected by the events announced today.
“Soft-Lite Gorell is committed to honoring Gorell warranty obligations for product made before February 14, 2012, for Gorell customers who meet their obligations to Gorell and remain loyal to the Gorell brand. We will assure that all Gorell products manufactured on or after February 14, 2012, are covered by the Gorell warranty,” Anderson says. “I have been very impressed by the loyalty of the Gorell customers and am grateful for the confidence they have placed in us, as evidenced by the strong order intake over the last month, and very much look forward to working with all customers.”