Cordstrap began in 1965 with the development of a rayon strap, which was the ideal replacement for traditional steel cargo-strapping systems. Over the years, the company expanded out of its native city of Helmond, The Netherlands, to support more than 50 countries across the globe.

CEO of Cordstrap, Brad Tribble, notes that the strengths of the organisation are its rich history, innovative products, and team of experienced and highly engaged people. In Brad’s eyes, Cordstrap’s philosophy is centred on having a clear customer focus, a passionate organisation, and bringing out the best in its staff. The CEO Magazine caught up with Brad to look at the changes Cordstrap has gone through and the future that lies ahead for the company.

“Most of my career has been spent in two large consumer products companies: Sara Lee Corporation and Electrolux, where I had a number of senior roles in sales, marketing, business development and general management, with a strong focus on international. Although I am American by nationality, I have spent the last 22 years living in Europe and Asia in numerous countries—the Netherlands, Belgium, France, UK twice, Singapore twice, Thailand, and now back in the Netherlands. I was approached and joined Cordstrap in November 2012, so I’ve been in place for a year and a half now.

“A few things attracted me to the company. First, Cordstrap is a 50-year-old business; not huge, but growing, with a lot of opportunity for future growth and development. Secondly, the international nature of Cordstrap is very interesting. We are a global leader in a niche segment with factories in four continents and sales companies in almost 30 countries, which made it very attractive and interesting for me given my international background.