Transformation from refractories provider to full-service partner

SEFPRO CEO Antoine Peyrude is not just returning to a familiar company – he’s rekindling a lifelong passion.

After more than a decade in glass manufacturing, including stints in Brazil, France, and Poland, and a brief hiatus from the glass industry, Mr Peyrude is back – this time, to lead SEFPRO into its next chapter as both a refractory materials supplier and a service provider for the global glass industry. “I’m fascinated by glass,” Mr Peyrude says. “I can talk about it for hours – my friends know this all too well.” His passion even followed him on a family holiday: “We went to Venice and spent two of three days in Murano. My wife and kids were exhausted – they know how to make glass now!”

Having started his career in the Saint-Gobain group, Mr Peyrude worked across production, industrial management, and leadership roles. After a break driven by personal reasons and the challenges of the geopolitical climate, he returned earlier this year to lead SEFPRO’s transformation. “It was clear to me: the glass industry is where I belong. It’s the business I know best.”  Today, as he settles into his role – five months in – Antoine Peyrude is guiding SEFPRO through a fundamental transformation.

Traditionally known for its expertise in refractories for glass furnaces, the Le Pontet, France headquartered company has evolved. “We’re not just a refractory maker anymore,” he says. “We are becoming a complete service provider for the glass industry.” 

This strategic shift has been accelerated through acquisitions, the most recent being the Czech Republic's Glass Service Group, which includes F.I.C and FlammaTec. These additions have extended SEFPRO's role from supplying materials at the point of furnace construction to optimising operations and extending furnace life. “The Glass Service group has changed SEFPRO. Its digital tools and 25 years of expertise are worldclass. We’re offering our customers more than refractory blocks – we’re offering furnace stability, insight and longevity.”

Together, these additions are positioning SEFPRO to support customers throughout the entire lifecycle of a furnace – from project and investment to operation, maintenance and digital optimisation. “With digitalisation, sensors, and AI we can now monitor furnace health in real time,” he says. “That allows glassmakers to extend furnace lifetimes safely and efficiently. It’s about maximising return on investment.” 

Mr Peyrude’s love of glass is deeply technical as well as emotional. He describes his love of the material’s transformation – from raw sand into a piece of fine art or the latest smartphone screen. “It’s such a complex process,” he says of the glass manufacturing procedure. “I made glass for 12 years and I still cannot explain all the mechanisms that can cause defects. That intellectual challenge keeps you constantly learning.” “I find the complete transformation from something common – sand – to make something beautiful and that is different every time, very special.”

That fascination drives a clear business strategy: innovation through R&D. The company reinvests 5% of its turnover into research and development – which he says is unmatched in the industry.“There is a saying ‘buy it cheap, buy it twice.’ That’s not our model. We offer quality, innovation, and peace of mind. And we continue to invest in automation and circular economy to stay competitive on cost – but never at the expense of quality and safety."

He is focused on four main pillars: decarbonisation, digitalisation, innovation, and product quality. SEFPRO sees growth opportunities in China, where it operates three factories but seeks a larger market share. “The glass industry there is maturing,” he notes. “The conversation is shifting from speed to longevity. That’s where our corrosion-resistant materials can really make a difference.”

At the same time, decarbonisation is top of mind. The industry is experimenting with hybrid furnaces, electric melting, and oxy-fuel technologies to reduce emissions. Each new method brings its own refractory challenges, which SEFPRO is tackling with materials such as XeBOOST™ and innovations in heat-resistant, high-resistivity products. “We’re designing materials not just for today’s furnaces, but for the ones coming in 10 years.”

One of the most pressing topics in the industry is the path to carbon neutrality. Mr Peyrude sees hybrid furnaces – capable of operating flexibly between electricity and gas – as the most likely future, although it will vary country by country.  “Hybrid furnaces offer the flexibility the industry needs as regulations and energy costs shift.” With the various decarbonisation options available to manufacturers, he is still optimistic about reaching carbon neutrality by 2050.

Perhaps the most transformative force in glassmaking is digitalisation. SEFPRO’s R&D is advancing sensors and AI-powered modelling, including systems such as SEFPRO GUARD® Monitoring, which tracks refractory wear and helps customers avoid unplanned shutdowns.

“Glassmakers need confidence. They build furnaces for 20 years – and digitalisation helps them make smarter decisions across that lifecycle.” “Digital tools let glassmakers know exactly where the risks are, or if they can keep running safely,” he says. “You’re not guessing anymore. That’s a revolution in furnace management.” This also supports customers’ operational continuity, a vital concern given the 15–20-year lifecycles of industrial glass furnaces. “If you make the wrong decision, it can cost millions,” he notes. 

“So we’re using AI to help get those decisions right.”

When it comes to leadership, Mr Peyrude emphasises diversity, speed, and listening. “I don’t want to be surrounded by people who agree with me. Innovation comes from different perspectives – from gender diversity to international experience. I want people from different backgrounds, not just to say what I want to hear, but to challenge ideas.”

He’s also a firm believer in growing talent from within – a hallmark of SEFPRO culture. “I started as a process engineer. We have engineers joining from our R&D centres in the US, France, China, and India, and they grow through the organisation. That’s part of our DNA.”

He’s also focused on making the company more international and gender diverse, particularly across leadership and technical teams. “We need to reflect the global markets we serve.” Mr Peyrude himself rose through the ranks, starting as a process engineer before taking on leadership roles. “There’s a culture here of growing from within,” he says. “And that matters – especially in an industry where customers value long-term relationships. When someone calls us with a furnace question 15 years after installation, they want to speak to someone who knows their project inside out.”

In a world where geopolitics and supply chains are more fragile than ever, Mr Peyrude sees SEFPRO’s global industrial footprint as a competitive advantage. “We do about 25% of our business in each major region: Europe, Americas, India, and Asia,” he says. “Thanks to acquisitions like Monofrax in the USA and AFR Bengbu in China, we can serve every market from within.” And while the company is expanding its horizons, its foundation remains grounded in the stability of the Saint-Gobain Group. “We’re not a private equity fund,” he says. “SEFPRO is almost 100 years old. That gives customers peace of mind.”

As he looks toward the next phase of growth, his goals are clear: continue to innovate, expand in strategic regions such as China, and lead the industry toward decarbonised, digitally optimised furnaces. “SEFPRO is a company with a long history and stable foundation. My goal is to build on what has already been done – I am one piece of the chain, I received something from my predecessor and I will give something to my successor. “I have to continue what was done before, to ensure the company innovates, grows, and continues leading in quality and innovations.”