Interview

 Ander Irazu

Key Account Manager for the North American market

Interview

Ander Irazu

Key Account Manager for the North American market

“Our greatest competitive edge is that we deliver custom design and a full-service package as a single regional supplier in Mexico”

• Ander Irazu, Key Account Manager for the North American market, highlights Walter Pack’s ability to deliver end-to-end solutions that stand up to competition from Chinese manufacturers.

• Walter Pack explores new partnerships at the first Electronics Home trade show in Mexico, an event dominated by the strong presence of Asian manufacturers.

Consumer electronics and automotive trade shows are ideal stages for manufacturers and suppliers to showcase their latest ideas and technologies, spot trends, get inspired, and tap into networking and business opportunities. The inaugural Electronics Home in Mexico ticked some of these boxes but once again made clear the strength and global reach of Chinese manufacturers.

Ander Irazu, Key Account Manager for the North American market based at Walter Pack Querétaro, returned from the event with mixed feelings. On the one hand, he noted that about 95% of the exhibitors were Chinese, which limited the fair’s business potential, at least from an immediate perspective.

On the other hand, it didn’t close all doors. Walter Pack seized the chance to explore collaborations with several European companies also attending the fair, both from its Igorre headquarters and its Mexican branch. “They manufacture coffee machines and other appliances that include decorative plastic components — parts we could help them transform at Walter Pack.” Ander explains.

“Home products are becoming increasingly smart, and that’s where we see huge opportunities to add value through our plastronics technology and decorative solutions. We’re still relatively unknown in this sector, but step by step we’re gaining ground with key components.”

One key takeaway from the show is clear: manufacturers want products that stand out aesthetically but also integrate the connectivity and AI elements that consumers now expect. “Personalization in design is increasingly valued, and in this regard, we offer a broad portfolio with multiple options that can be tailored to every need. We’re not just producers of decorative parts — we’re also integrating innovative technologies like In-Mold Electronics, which allows us to add functionality to the decorative surface. This positions us as a unique regional partner, able to deliver end-to-end solutions from any of our plants worldwide.” Ander says.

In his view, this is a “great competitive advantage” because it enables them to combine custom design with three processes — the decorative film, injection molding, and electronic elements — all under one roof as a single regional supplier. “What manufacturers really value is our ability to offer high customization, but also the convenience of having it all in one place. Many clients are still sourcing these components separately, but we can help them save significantly on cost, resources, and logistics. Plus, being based in Mexico for the NAFTA market is key for them. For projects that aim to reshore production to the Americas, having a local supplier that can deliver this integrated technology under one roof is a real differentiator,” he explains.

Ander is well aware that Chinese manufacturers work with very competitive production times and deliver ambitious lead times for prototypes that European suppliers — or even those based in Mexico — often struggle to match. Still, the uncertainty of tariffs and rising logistics costs are “an opportunity” for companies like Walter Pack to strengthen their regional presence.

Beyond that, Ander says the trade show revealed some clear trends, both in terms of functionality and design. “New appliances are swapping out mechanical parts for smart components that connect within the home,” he adds. “It’s amazing to see more and more robots, smart vacuums, and connected kitchen appliances powered by AI. I think this is the most striking and disruptive trend we’ve been seeing in recent months.”

He concludes:

“I see the home appliances of the future as more efficient and sustainable devices, made from lighter, eco-friendly materials. They’ll have a neutral look and functional design, yet with a more elegant, minimalist style.”