Investwood : Rooted in Innovation

Through innovative wood-based panel solutions, Investwood is helping to reshape modern construction with enhanced sustainability, energy efficiency, and performance across increasingly demanding global markets. Carlos Cruz, CEO, tells us more.

ROOTED IN INNOVATION

Following a decade of significant change, Portugal’s construction sector today – like many others across Europe – is facing countless challenges.

These include labour shortages, lengthy licensing processes, and difficulties in transitioning from traditional construction methods towards more efficient, industrialised solutions with improved energy performance and lower carbon impact.

“Currently, the sector is more demanding – we are dealing with important challenges that affect the industry’s dynamics, particularly when it comes to quality, energy efficiency, material innovation, and sustainability,” introduces Carlos Cruz, CEO of Investwood – a Portuguese company managing the production and sales of wood fibre boards and cement-wood boards.

At the same time, constraints coexist with a strong, growing demand driven by the tourism sector and high-end residential developments.

This has created a new and complex dynamic in the Portuguese construction market, which will represent a significant challenge in the coming years.

“On the other hand, we see unique opportunities in the application of our materials and products within industrialised construction solutions, enabling improved energy and structural efficiency and helping to align with current market requirements,” Cruz insights.

BENCHMARK FOR SUCCESS

Investwood operates as the commercial brand through which Valbopan and Viroc’s two wood-based panel product lines – coloured MDF panels and cement-bonded particle boards (CBPB) – are marketed.

“Investwood is the platform that allows us to position our full portfolio of decorative and structural solutions,” Cruz explains.

Viroc’s CBPB panels are produced at Investwood’s Indústria de Madeira e Cimento SA facility in Setúbal, whilst Valchromat – Valbopan’s coloured MDF panels – is manufactured at Investwood’s Indústria de Fibras de Madeira SA plant in Nazaré.

“Both brands offer decorative solutions for the construction, furniture, and interior design sectors,” he details.

Beyond their complementarity in end-use applications, both Viroc and Valbopan’s products maintain important synergies at the distribution level, which have enabled Investwood to maximise its presence in distributor networks.

In this context, Viroc has a stronger positioning within the construction sector, offering solutions for ventilated façades, structural wall systems, sub-floor applications, and a wide range of interior cladding solutions.

On a mission to be recognised as the benchmark for the wood-based panels sector, Investwood’s strategy focuses on performance.

“Beyond our strong focus on the customer, we aim for our products to make a clear difference in their final applications, offering distinctive performance when compared to alternative solutions.

In terms of service, Investwood is also looking to challenge traditional models as it prepares to offer more flexible distribution formats. These include unit-based supply, as opposed to the predominantly pallet-based approach currently in use.

“For Valchromat, the development of new colours and finishes will play a key role in the future, alongside solutions with enhanced fire resistance and the use of minerals-based resins,” Cruz tells us.

When it comes to Viroc, Investwood is developing a solution focused on reducing cement content through the incorporation of recycled by-products – optimising the product’s carbon footprint and contributing to a more circular economy. In this context, Investwood will continue to strengthen its partnerships with leading architects, aligning its R&D processes with the decision-making processes of specifiers.

STRATEGIC DIFFERENTIATOR

Positioning itself within a niche market segment, Investwood’s products, by nature, serve highly demanding requirements.

“We clearly differentiate ourselves from commodity products through our products’ distinctive performance in specific applications,” Cruz explains.

Looking ahead, the company’s goal is to ensure its products’ characteristics are perceived by customers as differentiating factors.

“One of the pathways we intend to follow in this context is strengthening our partnerships with companies that can incorporate additional features and functionalities at the surface level, further enhancing our products’ differentiation,” he elaborates.

Valchromat will also continue to focus on expanding and reinforcing its colour palette, setting it apart from competitors even further. Elsewhere, Viroc will evolve towards enhanced performance in industrialised modular construction systems.

As it works to remain relevant, Investwood understands that maintaining – and where possible, improving – its competitiveness in the market is essential, particularly in relation to alternative products.

“To achieve this, we are focused on two key dimensions – enhancing our current portfolio and expanding it in order to enter application segments where we are not yet present,” Cruz outlines.

Across both areas, the company has planned the introduction of a new colour range with a more contemporary coloured MDF panel, which is better aligned with the current trends in the interior furniture industry.

“Within the same product family, we are preparing to introduce a Valchromat solution with enhanced abrasion resistance and high moisture resistance, enabling us to offer solutions for applications in humid environments,” he reveals.

At the same time, it aims to further improve abrasion resistance for applications such as kitchen worktops and office desks. For example, Viroc’s sought-after A2 fire-rated range is to be extended across the full colour spectrum by the end of the year.

INTERNATIONAL VISIBILITY

With projects coming from all over the world, Investwood’s versatility and the relevance of its materials are clearly reflected across a wide range of contexts.

This is precisely what the business aims for – to see its materials applied in diverse projects, fully demonstrating their vast potential.

A recent example is the Casita Obscura project in Tucson, Arizona, which gained international visibility after being selected for the America By Design™ TV programme, broadcast in the US by CBS in partnership with the American Institute of Architects.

“At the same time, we are seeing more experimental explorations, such as the SPECIMEN collaborative research project in London, which uses Valchromat at the intersection of furniture design and textile thinking,” Cruz explains.

On the other hand, Investwood’s projects in Crozon, Brittany – known in France as ‘le bout du monde’ or the end of the world due to its Atlantic-facing position – have been developed by renowned architect Philippe Gravier and demonstrate Viroc’s ability to perform in demanding environments with high exposure to extreme natural conditions.

“Together, these examples illustrate the diversity of application and how our materials are used across different geographies and architectural approaches,” Cruz prides.

PARTNERSHIPS AND PEOPLE

As networking events are important to Investwood, Cruz reflects on how it is essential for the company to stay close to architects, designers, and industry partners – particularly across its key markets.

“Through trade fairs, events, and direct market engagement, we are able to follow trends, share knowledge, and identify new opportunities,” he says.

This proximity is also fundamental in strengthening the company’s relationships with partners, who play a crucial role in supporting Investwood’s international development.

“The examples I mentioned earlier are a clear reflection of how we build and nurture relationships with our stakeholders and specifiers in practice,” Cruz insights.

Indeed, Investwood also understands how its staff is crucial to maintaining a strong market presence.

“Our industry faces the challenge of being less attractive to talent compared to others – particularly when competing with sectors such as technology,” he reflects.

In response, the company’s approach to its staff is built around creating a working environment that values proximity, autonomy, and engagement.

“We offer close interaction with decision-making centres, high levels of responsibility – even in junior roles – and a healthy, supportive workplace culture,” Cruz reveals.

Additionally, there is a strong sense of belonging within the organisation. In the case of Valbopan, this is rooted in a long-standing industrial heritage with a resilient history and a culture that has maintained close relationships between management, technical teams, and operational staff.

“At the same time, we believe that autonomy and agile decision-making processes are key factors in attracting talent,” he adds.

Ultimately, Investwood understands that younger generations are increasingly drawn to organisations where they can have a real impact and feel truly part of the business, rather than large multinational corporations where roles can become diluted within complex structures and layers of control.

INNOVATION AND CONTINUOUS IMPROVEMENT

Looking to the future, Investwood’s priority at this stage in the company’s development is to sustain and consolidate future growth whilst preserving the strong identity that has brought it to where it is today.

“Our historical identity and the significant social impact we have within the surrounding communities are essential elements that must be maintained,” Cruz details.

At the same time, the company understands it must continue to project for the future through economic growth, ongoing technological investment, and motivated, stable teams.

“Our priorities include continuing to expand internationally and strengthening our product brands, such as Viroc and Valchromat,” he says.

In parallel, the company remains committed to innovation and the continuous improvement of its products.

“We believe that rediscovering and valuing our legacy and identity is fundamental, as it provides the foundation for building the future in a consistent and sustainable way,” Cruz posits.

Indeed, Cruz reflects on how Investwood’s leaders today have a responsibility to preserve and strengthen the company’s legacy built over generations.

“We must leverage our future by valuing the heritage that has been passed down to us. Only by understanding where we come from and what we do best can we project a future full of challenges and opportunities,” he passionately concludes.