AGNA Brakes is experiencing steady growth, because they have remained committed to providing the market with the highest quality brake parts.

During a meeting at their brand-new facilities in Ville-Saint-Laurent, Gary Ohanian, President of AGNA Brakes explained the latest developments in the family business. Founded in 1989 by his father Arsène, the company has had quite a journey. Today, Ohanian is supported by his brother Raffi and sister Elizabeth. The wives of the two brothers are also active in this resolutely family-oriented business. It’s worth mentioning that the founder was a licensed automotive tech, and, after owning repair shops, he understood what technicians need in terms of replacement parts. The importance of proximity to the end customer, the installer, remains at the heart of the company’s vision.

AGNA Brakes’ mission is to design and manufacture brake pads, segments, discs, and drums that meet the needs of today’s shops while meeting the specifications set by OEMs. Under Ohanian’s leadership, the company decided to only produce parts in two categories: superior quality and best quality, which is more economical. “We decided not to go into entry-level quality,” explains Ohanian. “We have a solid reputation with our clients, and there’s no way we would compromise quality to compete in the lowest price market.”

Offering quality

This strategy is paying off. Sales of Prologix and Autologix parts are increasing by more than 10% annually, with a remarkable 25% jump expected this year. This encourages shops to move away from a price-focused approach. Listening to motorists’ needs and offering them quality parts that meet those needs is the formula he advocates for them.

“Apart from our commitment to offering quality parts, what sets us apart is the extensive coverage of our catalogue,” continues the president. “Since brake parts are our specialty, we can quickly adapt and offer the aftermarket replacement parts for vehicles that have just left the dealership lot. The multiplication of parts represents a constant challenge that we meet by working closely with our research teams and the factories that produce the finished product in Asia.”

Choosing this region of the world is a matter of efficiency. The concentration of complementary suppliers simplifies and speeds up production and logistics, while allowing ADNA Brakes to offer parts at an advantageous price.

A warehouse like no other

Talking about a rich catalogue means inventory management. And this is where the visit to AGNA Brakes’ facilities will leave you breathless.

Two years ago, the company was forced to leave the building it occupied in the Saint-Léonard neighbourhood of Montreal. A new owner raised rental costs, forcing the Ohanian family to turn their sights to the brand-new building awaiting them on Beaulac Street in Ville-Saint-Laurent.

“We are now in a strategic location, close to major highways and rail terminals. Our building, which we took over when it was empty, and which we were able to equip to suit our needs, also gives us the ability to grow, if needed.”

The new facility features pleasant, bright, and modern administrative offices, as well as a massive warehouse. Paradoxically, it is smaller in area than the one in Saint-Léonard, but the high ceilings and optimization make it much more efficient.

The shelving is 36 feet high, and the forklifts that service them are semi-automated, following a track on the floor. A forest of shelves is loaded with an infinity of boxes, all filled with parts. When we talk about inventory depth, you get the full picture.

AGNA Brakes plans to optimize the management of all this inventory with the help of software that will allow them to fill spaces more efficiently, notably by bringing the most in-demand friction parts closer. Furthermore, the goal is to move towards paperless operations within a few months, including all aspects of the business, from receiving products to shipping them to the customer.

Production and distribution

Although sales are healthy, Ohanian is sure that there is still a lot of room for the brand to continue to grow here in Canada. Initially, AGNA Brakes oversaw the distribution of their own products. However, this strategy was revised over the years, and agreements were signed with major distribution networks, which added AGNA parts to their offerings. This formula has proven to be successful, and AGNA can now focus on product development, while their distributors handle commercialization.

“We have good agreements and are open to other distributors who could help us cover the entire Canadian market,” explains Ohanian. “We want to focus on this market for now, but breaking into the American market is not out of the question if the opportunity arises.”

A promising future

In a constantly-evolving automotive industry, Ohanian represents an image of consistency and confidence.

Moreover, he isn’t concerned with the growing number of electrified vehicle on the market, because he knows that they need brakes too, and because electric vehicles still only represent a fraction of the total volume of business directed to independent shops.

“In fact, this opens new doors of opportunity for us. Many friction parts for these vehicles are hard to get, and we are here to meet the demand. Our history, like that of the shops we serve, is to constantly evolve, to learn, and to continue implementing new features in our products, as well as in the way we do things,” concludes Ohanian.