Why IMECA Chose Superfici America for Finishing Automation: A Distributor’s Perspective on Long-Term Success

In the finishing industry, the right equipment matters. But even more important is the relationship between manufacturers, distributors, and customers.

On a recent episode of The Finishing Touch Podcast, Superfici America’s Bret Johnson and Matt Lowe visited IMECA Lumber and Hardware in Doral, Florida to speak with Jose Graibe, a leader helping customers navigate automation and finishing technology.

Their conversation revealed why IMECA chose to partner with Superfici America and why long-term thinking is critical when helping finishing shops grow.

Click to watch the full episode

What Does a Distributor Actually Do for Customers?

For Jose, a distributor’s role goes far beyond selling products. The goal is to help customers remove the barriers that prevent them from growing.

IMECA, which started in Florida and now operates dozens of locations across the Southeast, serves cabinetry and millwork professionals by providing lumber, hardware, coatings, and finishing solutions.

But Jose believes the most important part of the job is guiding customers through complex decisions.

Customers often know they want to improve their finishing process, but they may not know which technologies, coatings, or systems will work best. That’s where a distributor becomes a trusted advisor.

“Instead of just seeing what I can get right now, I ask how I can really provide value to this customer,” says Jose Graibe, IMECA.

By helping customers understand their options and plan for the future, distributors play a critical role in the success of finishing operations.

Why Did IMECA Choose to Partner with Superfici America?

IMECA’s decision to partner with Superfici America wasn’t made quickly.

Jose spent months researching finishing automation, comparing multiple manufacturers, and visiting testing labs to see equipment in action.

The process took about six months before he felt confident recommending a solution to his customers.

Several factors influenced the decision:

1. Reputation in the Industry

Superfici America has built a strong reputation in automated finishing, particularly with robotic and flatline technologies.

For Jose, reputation matters because distributors are putting their own credibility on the line when recommending equipment.

2. Service and Support

The level of service behind the equipment was one of the most important considerations.

Customers investing in finishing automation need reliable support. If something goes wrong, they need help quickly.

Jose consistently heard the same feedback from customers.

“Every time I’ve picked up the phone for service, they’ve answered and helped immediately,” Jose recalled a conversation with a prominent customer.

That responsiveness reinforced Jose’s confidence in recommending Superfici America.

3. Accountability and Partnership

Before choosing to represent a manufacturer, Jose considers a simple question.

If he were the one running the equipment in his own shop, would he feel confident that the company behind it would support him?

With Superfici America, the answer was yes.

The Story Behind Jose’s Superfici Hat

If you’ve spent any time around Jose Graibe over the past few years, there’s a good chance you’ve noticed one thing right away. The hat.

The Superfici America hat has quietly become a signature part of Jose’s personality in the industry. Whether he’s visiting customers, walking through shops, or attending industry events, the hat is almost always there.

It all started about three years ago when Jose first visited the Superfici America lab. What began as a simple piece of branded gear turned into something more meaningful. As Matt joked on the podcast, Jose left that visit with the hat and hasn’t taken it off since.

But for Jose, it represents more than just brand loyalty. The hat serves as a reminder of the relationships behind the technology and the responsibility he carries as a distributor. When he recommends a solution to a customer, he knows he’s putting his reputation on the line.

Wearing the hat is a small but visible symbol of the confidence he has in the partnership between IMECA and Superfici America.

And as Matt pointed out during the podcast, if you’re going to wear a brand on your head every day in front of your customers, you better believe in what it stands for.

How Long Does It Take to Sell Finishing Automation Equipment?

One of the most important insights from the podcast is that finishing automation equipment is not a quick, transactional sale.

Flatline finishing systems require careful evaluation, testing, and planning.

Jose explained that these types of solutions involve a long sales cycle because customers need to fully understand how the equipment will impact their workflow, labor requirements, and production capacity.

“This is definitely not a transactional sale. It’s a consultative product with a long sales process,” said Jose.

For distributors and manufacturers, this means the focus must be on education and long-term support rather than short-term sales.

Why Is Automation Important for Cabinet and Millwork Shops?

Automation is becoming increasingly important in finishing operations for several reasons.

Labor Shortages

Skilled finishers are difficult to find. Automation helps shops maintain production even when labor is limited.

As Bret explained, automation isn’t replacing finishers. Instead, it fills the gaps where skilled labor simply isn’t available.

Consistency in Finishing

Even experienced operators can introduce small variations in application. Automated systems help maintain consistent film builds and finish quality.

Production Efficiency

Automation allows shops to scale production more easily.

A shop producing a few kitchens per week can gradually increase output without dramatically increasing labor costs.

Do You Have to Buy an Entire Finishing Line at Once?

One of the biggest misconceptions Jose hears from customers is that automation requires a massive upfront investment.

But modern finishing systems can be modular, allowing shops to start small and expand over time.

A shop might begin with a single application machine, then later add sanding equipment or drying systems as production grows. In fact, many customers in the region might consider attacking the bottleneck on the other side of what Jose calls the “Bermuda Triangle of Finishing.”

The humidity in South Florida makes drying a huge concern, suggesting the company’s DryVault batch oven might be a better place to start for small shops looking to dip their toe into automation.

This step-by-step approach makes automation more accessible for smaller operations.

“You don’t have to go big or go home. You can start with one process and improve each year,” says Jose.

Why Is the Distributor Relationship So Important?

Distributors serve as the bridge between manufacturers and customers.

They understand the daily challenges that finishing shops face, from labor shortages to production bottlenecks.

Because distributors maintain close relationships with customers, trust is essential.

Jose explained that he would never recommend a product simply to make a quick sale.

Instead, he focuses on long-term partnerships that help customers grow their businesses.

“I’m not going to burn a bridge for a one-time sale on a machine,” says Jose.

That mindset is exactly why relationships between manufacturers and distributors matter so much.

When distributors trust the companies they represent, customers benefit from better guidance, better solutions, and better outcomes.

The Future of Finishing Partnerships

As finishing technology continues to evolve, collaboration between manufacturers, distributors, and customers will become even more important.

Distributors like IMECA help customers understand new technologies, evaluate their options, and implement solutions that support long-term growth.

For Jose, the goal is simple. Help customers succeed today while preparing them for the future.

“There is always an advantage to being the person in the room that can see a situation and be ready for the future,” says Jose.

And with strong partnerships built on trust, research, and service, that future looks promising.

Want to See Finishing Automation in Action?

The best way to understand the impact of finishing automation is to see it firsthand.

At Superfici America’s testing lab, manufacturers and distributors can test coatings, evaluate finishing processes, and experience flatline technology in real production scenarios.

If you're interested in improving consistency, increasing throughput, or solving finishing bottlenecks in your shop, we’d love to help.

👉 Schedule a lab visit or connect with our team at https://www.superficiamerica.com/testing-center