“When we started the wood manufacturing portion of our business, we knew that we had to use technology to drive the quality and efficiency of the product,” Shioleno executive vice president Chris Shioleno explains. “We had to identify the machines that would perform based upon our design models, as well as the software that would interface with machines and drive the results.

“We also knew the Europeans had a certain niche for millwork, so we studied their principles of panel processing and improved upon them to fit our targeted market.”

Growth has come from a philosophy of solid service to customers and the ability to offer unique products and solutions cost-effectively, Shioleno says. The company is currently located in several company-owned facilities that are geared to the lean manufacturing of store fixtures/displays and components in small or large rollout proportions.

“Our company is continually investing in the latest technology available to the woodworking industry to ensure our continued growth and competitiveness in the market,” says Shioleno.

Strong customer base
Shioleno lists many Fortune 500 companies in the Dallas/Fort Worth area that the company does business with. “Plus, we have aligned ourselves with many other companies directly and indirectly through third-party consolidators who outsource to us for their millwork and coatings needs,” he says.

Shioleno says his company’s software design scheme is what sets them apart from similar manufacturers.

“Our proprietary design and manufacturing system is unique due to the use of European design stud/cam construction,” he says. “This method of design prompts us to utilize technology to build our products not using any screws or staples. We can offer our customers complete RTA (ready to assemble) type fixtures or assembled, whichever fits their design.”

Still, he says his company views customer service and product delivery as the main key that drives Shioleno, rather than competitive strategizing.

“We really don’t focus on the competition,” he says. “We just focus on how we can provide the customer with our version of out-of-the-box type thinking, and that has translated into savings for our customers.

“We try to focus on the customer’s final design of products. But by using our method of design techniques, we’re able to first give the customers a 3-D rendering of the product, so they can visualize what we are preparing to build and place that display into their store layout, all designed in a 3-D computer world.

“This 3-D rendering is a great tool for the customer to see and decide on their design look before we spend hours on the project. Once we agree on the product’s design, we then develop the construction and build design of the product utilizing Microvellum software,” Shioleno says.

JIT product delivery
Prototypes are then made for customer review in 10 days, Shioleno says. Once approved, production is started, customer instructions are implemented, and typical product is shipped within 20 days, making total turnkey production in a 30-day timeline, or better.

“We’re able to offer our customers JIT product delivery and consolidation service to enhance their delivery of all store product needs. Our customers are able to assemble the products or they have their own installers, who have praised us for the fast installation of our products.”

“Our typical project turn time varies, depending on the product’s involvement of design. However, we have been known to turn in 10 working days a complete product line of fixtures.”

Shioleno has several CNC machines that have been tailored to its design specifications and production goals.

Those include two Holzma Beam Saws (22 and 33 Series); one Holzma HK-11 angular saw; two Weeke BHT-800 point to point machining centers; one Weeke BHT-500 throughfeed point-to-point machining center; two Biesse 340 point-to-point machining centers; four Homag edgebanders; one Heesemann widebelt sander; one Timesavers widebelt sander and two Celfa/Sorbini FlatLine UV Coaters. Shioleno was asked some specific questions about his software utilization program and other issues that make his company successful.

The Holzma HK-11 angular saw at Shioleno Industries rips and cross cuts high volumes of panels.

Major panel processing at Shioleno is accomplished using two Holzma beam saws — 22 and 33 Series.

The Weeke BHC 500 point-to-point machining center is also used.

Major panel processing at Shioleno also utilizes a Weeke BHT-800 point-to-point machine.

Flat sanding is accomplished on a Heesemann widebelt sander.

Components are consoidated in a large storage area at Shioleno Industries, providing JIT delivery.

Wood Digest: What software product(s) were you using, if any, before adding the Microvellum product? How does the Microvellum software interface with AutoCAD?

Shioleno: Prior to this purchase, we had always used AutoCAD Mechanical Desktop.

We’ve found that Microvellum is a true user-based system that functions well with its AutoCAD interface.

WD: What specific software products are you using and what does it do for you?

Shioleno: After a thorough review of the various products offered from Microvellum, we took the approach to only fit the right product mix to our environment. The product module package purchased was Microvellum “Toolbox” which allows us to generate all the manufacturing information necessary for our production. This package includes Overdrive Pro (formula driven product libraries), which links our saw optimization software, provides us with solid modeling capability, provides part labeling at the saw, provides manufacturing product reports, and provides direct g-code data to our CNC machines.

WD: What are your production numbers?

Shioleno: Our design of machines accompanied with the proprietary product design allows the high volume of parts through our machines in an eight-hour shift. We’re currently running about 3,400 parts per eight-hour shift.

WD: What was the Microvellum learning curve like?

Shioleno: Our learning curve — like most changes for people — was of course challenging for the four people we have on staff. But, with the expertise of our trainer from Microvellum, this was soon overcome and the training did resolve many of the questions we had, and we were soon producing parts in a very quick time frame, even though we go deep into the Microvellum software package. WD: You mentioned you “go deep” into the software you’re currently using. What do you mean by that?

Shioleno: We’ve tried to utilize many of the functions of this software in the last year and half. The first steps were to become accustomed with the basic functions of the software and to develop a set of goals to explore all functions of the software. We then had additional training after the first year’s use to capture more of the detail of the software.

WD: Describe the sequence from customer interface to eventual CAD design of the project.

Shioleno: Our interface with the customer is very involved and sometimes requires daily conversations to determine their product needs and timelines. We always listen to our customer first, and then we show them our concept of the product through a preliminary 3-D rendering sequence. This approach then allows us to be 99 percent correct when we build the prototype for the customer’s review.

WD: How many projects might you have in-house at any one time? Do you outsource some of your more complex parts and products? If so, which ones?

Shioleno: Our customers’ requests vary from day to day, and at any given time we may have up to a dozen projects pending. We have realized through the years that you must be accountable for your product’s quality; that is why we provide all in-house millwork and do not outsource.

WD: What materials do you work with besides wood and other fiber-based (MDF, particleboard) products?

Shioleno: We established ourselves as a panel processing manufacturer, and we have expertise in HPL, LPL paper products, solid surface materials, Styrene and Kydex type plastics.

WD: Do you use waterborne finishes?

Shioleno: We have our own UV flat-line finishing machines, and we also have the ability to hand spray when required. All finish work utilizes various UV and catalyzed paint systems.

WD: On a day-to-day basis, what is your biggest challenge as a high-end manufacturer? Do you feel the affect of global competition?

Shioleno: Our biggest challenge is where to look for the most cost-cutting advantage in product design, newer machine technology and software upgrades to offset any global competition.

WD: How is your company able to compete strongly in this extremely competitive industry?

Shioleno: Through our innovative design construction coupled with our custom CNC machines and software utilization, we can take what is normally an expense of doing business and turn that cost into product savings for our customers.

As seen in WoodDigest