The move to Rotterdam formed the basis for fast growth
At the time that the technical Bureau voor Economische Stoomproductie moved from Delft to Rotterdam around the turn of the century, Shell was busy building the first refinery in Rotterdam, and transformed Rotterdam from a merchant city to a harbour city. The number of ships that visited Rotterdam grew spectacularly, and the industrial activities grew apace. To make the name better known,Bureau for economische Stoomproductie was abbreviated to Econosto at the beginning of the 1920s. This was the name that had been known for some time as a telegram address. Econosto was doing well, so well in fact that large profits were made and financial advisors were queuing up to invest the profits. Government bonds were a particular favourite. However, Director Gerard Roeters van Lennep – who joined in 1906 – had a different idea. He invested his profits in very large stocks of valves and fittings. The bought-in stocks made Econosto independent, especially at a time when the demand for cast iron and steel products was enormous. ‘Available from stock’ is a prerequisite for customers operating under time pressure. And operating under time pressure was what every shipyard in Rotterdam was doing. Roeters van Lennep gave Econosto the formula with which his company would gradually obtain more prestige. The company acquired tens of - often exclusive - representation rights from the large suppliers of valves and fittings. With this extensive package, Econosto was able to consciously focus on shipbuilding, in which steam techniques still had a central position. Econosto had many valves produced to its own quality specifications, for which its own brand name Econ® was introduced.