NEWCELL: EXPANDABLE POLYSTYRENE (EPS).
PLANT I, MANAUS (AMAZONAS):
BIORIENTED POLYPROPYLENE (BOPP) FILMS,
POLYSTYRENE (PS) SHEETS, CLOSURE CAPS.
PLANT I, MANAUS (AMAZONAS):
MANUFACTURING OF BIORIENTED POLYPROPYLENE (BOPP) FILM
Innova operates two high technology plants in the Manaus Industrial Pole (Amazonas) and one in the Triunfo Petrochemical Pole (Rio Grande do Sul, south of Brazil)
Unit I, in Manaus (AM), produces bi oriented plastic films (BOPP), polystyrene (PS) and PP (polypropylene) sheets, ABS-Compounding resin and closure caps for carbonated and non-carbonated beverages.
Unit II, in Triunfo (Rio Grande do Sul) is the only petrochemical in the country to integrate, in the same plant, production of ethyl benzene (EB), styrene monomer (SM), toluene, crystal (GPPS) and high impact (HIPS) polystyrenes, as well as expandable polystyrene (EPS) with our trademark Newcell. it also houses the Styrenics Technology Center (STC), national reference in patents. The state-of-the art laboratories can reproduce the same conditions uses by Innova´s clients.
Unit IV, in Manaus (Amazonas), is the first petrochemical in the northern region of the country, producing crystal (GPPS) and high impact (HIPS) polystyrenes in various grades.
Headquarters (commercial, financial and administrative areas) are situated in Alphaville, Barueri (São Paulo).
Innova produces key items in the plastic chain with state-of-the-art human and technological resources.
VIDEOLAR: EACH CHANCE, UNIQUE.
A famous saying assures that a “saddled horse does not pass twice”. Maybe, but the following story is mostly about facing each single wave of opportunity as unique.
It is 1980, and the videocassettes start to sell in Brazil: VHS and Betamax, new recording formats already at trade war. A brand new market is just born, full of promise.
The key to stimulating VCR sales is making films available __ lots of them__ so that the client can choose among a vast variety of options. At this very moment, the entrepreneur Lirio Albino Parisotto founds Audiolar, the first video rental club in south of Brazil, at Caxias do Sul.
Following a complementary strategy, his consumer electronics store (also called Audiolar) starts accepting used equipment as part of the payment for new items. All those efforts result in record sales of TVs, sound systems and VCRs.
Sony recognizes it and invites him to visit the industrial facility in Japan, where another “saddled horse” is about to pass:
Unlike the current procedure in Brazil, Sony manufactures tailor-made tapes: they do not use the standard T-120 VHS for a 100-minute film but, instead, one with the proper length. No waste of raw material, rational production system.
Manaus and the days ahead.
It is just a matter of multiplying the 20-minute magnetic tape economy by the number of copies to find a consistent scale gain and a strong competitive weapon, granted by an obvious (and coherent) procedure.
In the meantime, Brazilian manufacturers keep on producing standard tapes (such as T-90, T-120, T-160) and selling them to the recording companies. It is 1987, when a huge economic crisis hits Brazil and the newborn home video segment, forcing its players to sell products below cost price.
Such business environment is crucial for the decision of selling Audiolar and, in the following year, starting up Videolar: a state-of-the-art lab dedicated to manufacturing and recording VHS tapes, taylor made for the exact running time of each film, based on a project approved by the National Cinema Council (CONCINE).
A slight detail: Videolar operates in Caxias do Sul, distant not less than six hundred miles from São Paulo, the market’s epicenter, home of almost all home video distributors, from major studios to the independent companies.
In 1989, Videolar transfers its facility to São Paulo, bringing also the main employees. In addition, builds another plant at the Manaus Industrial Pole, in the Amazon, where the other manufacturers are also established. This way, Videolar lays the foundations for the growth of home video in Brazil.
Logistics: the saga.
The music industry is also a huge segment: Videolar replicates CDs in historical runs. And, at the peak, here comes the DVD: the great convergence of image, sound and extras inspired by a spectacular market demand.
Videolar embraces that enormous opportunity by setting a complete distribution service: manufacturing, storage, invoicing, delivery and collecting. Now, the Company's clients__ CD and DVD distributors__ are free to focus on marketing and sales.
A logistics saga takes place in a brand new distribution center in Manaus: around the clock, by air, earth and sea freight, raw materials come and finished DVDs go.
In 2005, Videolar acquires Somlivre.com and joins the e-commerce area. A brand new web portal is developed, Videolar.com, with a huge back office and an IT project designed for the best forecasts. They in fact happened: in the first month, a million visitors and sales to seventeen countries.
Three years later, Videolar starts producing pen drives, memory cards and flash drives.
What else could DVDs carry? Another precious opportunity, though not an obvious one.
DVDs: the next opportunity knocks.
Here is where the story takes another course: the polystyrene resin is one of the main raw materials in the whole process, used for the DVD's plastic cases. Videolar builds an industrial plant and starts polystyrene production. A mere business verticalization detail?
Definitely not, because the Manaus Industrial Pole is also heart of the polystyrene demand by a wide number of industries: consumer electronics, household products, health care, food packaging, beverages, office supplies and many others.
In practice, 2002 is the takeoff of Videolar’s journey in the petrochemical area.
Videolar then builds another industrial plant in Manaus and, in 2012, starts producing plastic films, BOPP (bi oriented polypropylene) and PP Cast (mono oriented polypropylene), as well as PP (polypropylene) and PS (polystyrene) plastic sheets.
At the same time, another facility produces increasing amounts of plastic caps for PET bottles and also plastic cases for media items.
Videolar-Innova: another exclusive chance.
In 2014, the Company terminated the activities in its original segments and acquired Innova S.A., one of the top petrochemical industries in Brazil.
Once again, a clear strategy in face of a big opportunity: until the acquisition of Innova, Videolar produced polystyrene but not yet the styrene monomer, its essential raw material. Innova offered the exclusive feature of an integrated industrial plant, producing both styrene monomer and polystyrene.
This way, Videolar agregated an extremely important step in the plastic processing chain.
Today, the new company named Videolar-Innova operates two petrochemical plants, respectively in the northern and southern extremes of the country, generating an evident synergy, with clear advantages, meeting local markets with higher efficiency.
Another challenge now on target: double the production of the styrene monomer factory until April 2019 and search for new resins with increasing market potential: Newcell is born, a Innova trademark for expanded polystytene (EPS), produced with Sulzer swis technology at Unit II, Triunfo (Rio Grande do Sul State).
Surely, in the times of the video club no one could imagine that history would lead Videolar to the petrochemical area.
On the other hand, maybe also Videolar led history by always embracing each opportunity, each sole time the “saddled horse” crossed its path.
TAYLOR MADE VHS TAPES: CONVERTING A SIMPLE IDEA INTO A BIG OPPORTUNITY.
THE FACTORY IN MANAUS, AMAZONAS: SHAPING FUTURE.
DISTRIBUTION LOGISTICS: THE FIRST STEPS.
AUDIO CASSETES: PRODUCTION TAKES OFF.
THE PARTNERSHIP WITH VAT.
CD & CD ROM: PRODUCTION TAKES OFF.
3 ½ INCHES FLOPPY DISKS: PRODUCTION TAKES OFF.
ALPHAVILLE, SÃO PAULO: NEW HEADQUARTERS, HEART OF THE MARKET.
DVD: A NEW ERA IS BORN.
CD-R: PRODUCTION TAKES OFF.
POLYSTYRENE: THE PETROCHEMICAL TURNING POINT.
DVD-R, CD-RW: PRODUCTION TAKES OFF.
LOGISTICS: THE SAGA.
VIDEOLAR.COM: IN THE E-COMMERCE BUSINESS.
EMTEC: A SOLID BRAND IN BLANK MEDIA.
QUADRUPLING THE PRODUCTION CAPACITY.
SD AND MICRO SD MEMORY CARDS RELEASED.
NIPPONIC: THE BRAND EXPANDS AND SUCCEEDS.
BLU-RAY: THE NEXT HORIZON.
PLASTIC CAPS: PRODUCTION TAKES OFF.
BOPP (BIORIENTED POLYPROPYLENE) FILMS: PRODUCTION TAKES OFF.
VIDEOLAR: THE 25th ANNIVERSARY.
THE ACQUISITION OF INNOVA PETROCHEMICAL.
VIDEOLAR-INNOVA S/A: A SINGLE COMPANY.
NEWCELL, EXPANDABLE POLYSTYRENE (EPS): A NEW INNOVA RESIN.
Videolar Memorial: our legacy in exhibition.
Keep the leadership in our businesses, creating strong links, reliability, sustainability regarding the environment
and generating expected return for shareholders.
Knowing how to listen, to develop and deliver: there will be always a clear need to meet.
A leading Company presents solutions.
Commitment and flawless reputation;
Capacity to adapt;
Full focus on customer’s demands.
- UNIT I, MANAUS (AM)
Av. Torquato Tapajós, 5555 - Tarumã
69041-025 Manaus AM
Tel.: +55 (92) 3878-9000
- UNIT II, TRIUNFO (RS)
BR 386, Km 419, P. Petroq. do Sul
95853-000 Triunfo RS
Tel.: +55 (51) 3457-5800
- UNIT III, ALPHAVILLE, BARUERI (SP)
Av. Tamboré, 25 - Alphaville
06460-000 Barueri SP
Tel.: +55 (11) 4197-7000
- UNIT IV, MANAUS (AM)
Av. Abiurana, 1616- Distrito Industrial
69075-010 Manaus AM
Tel.: +55 (92) 2101-7800
NEWCELL: TOP EXPANDABLE POLYSTYRENE (EPS), MANUFACTURED BY INNOVA PETROCHEMICAL IN RIO GRANDE DO SUL, BRAZIL.
Innova launches Newcell, the petrochemical´s trademark for the company´s expandable polystyrene (EPS).
Newcell takes off with initial capacity of 25.000 tons per year, targeting segments such as:
• External Thermal Insulation Composite Systems (ETICS);
• Slab filling;
• Hillsides stabilization (Geofoam);
• Insulated Concrete Form (ICF).
Packaging and technical parts industries:
• Protecting devices for storage and transportation of white and brown goods, as well as automotive items);
• Insulated boxes for domestic usage;
• Vaccines cradles;
• Cores for surfboards and longboards;
• Stationery items;
• Safety products (helmets).
Newcell expandable polystyrene meets an increasing demand by the Brazilian market, where the resin´s usage is still a small fraction other countries´. In 2015, Brazil imported 45.000 tons in expandable polystyrene.
Newcell expandable polystyrene also targets international clients, currently in contact with Innova for specific developments.
Newcell is produced by Innova in Triunfo plant, the first and only in Brazil to integrate production of styrene monomer, ethyl benzene and polystyrene. Considering that exclusive scenario, Newcell grants advantages for the whole productive chain.
Innova manufactures Newcell with Swiss technology by world leader Sulzer.
Newcell also counts on the strategical support by the Styrenics Technology Center (STC), the first to be established in Latin America, housed at the same plant.
The STC is acknowledged as a national reference and plays a major role in Videolar-Innova´s standing for patents. Its four state-of-the-art laboratories are able to reproduce the exact conditions in which clients operate.
Innova, founded in 1988, has its origins in the manufacturing of blank and per-recorded magnetic and optical media items. Over time, natural demands inherent to the industrial process led the Company to the petrochemical industry, today the core business.
Innova produces, such as Newcell, key items in the plastic processing chain (bi oriented polypropylene films, polystyrene sheets), as well as high performance plastic transformed products, (closure caps for carbonated and
Innova brings in its corporate conscience the vital importance of working with ethics and strict compliance to laws and regulations.
We put it in proper practice, encouraging our colaborators on a daily basis, as a sense of the world.
Innova offers an independent reporting channel to receive and investigate reports and complaints from employees, clients and suppliers.
It operates externally, operated by a world-renowned company.
Our reporting channel was developed in observance to the Brazilian Anticorruption Law, 12.846/2013, specifically in the decree contemplating the best Compliance practices.
It grants protection to the complainant with anonymity and information safety.
Most of all, Videolar-Innova strongly believes that transparency generates welfare.
Your cooperation will be extremely valuable to the Company.
Reports and complaints can be made through the following channels:
Toll free: 1-800-921-2240