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Success for Swedish paint in Britain

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Colorex, a company that makes paint has after many years of expansion in Eastern Europe decided to concentrate towards the West, starting with UK. After a thorough preparatory work together with Business Sweden Colorex have found a very promising partner that will be of crucial importance for further establishment in the country.

Colorex is Sweden’s largest privately owned color manufacturer, niched towards high-quality and customized color, completely tailored to their customers’ needs and price. The majority of all sales are private label, the remaining are sold under the brands Colorex and Landora. The company has very successfully established itself in over 25 European markets where they at the moment work through distributors. In the fall of 2014 Colorex took the decision to establish itself in the UK market through an active and well-established distributor.

Well-functioning meeting arrangements

To provide Colorex with a better understanding regarding the market potential, structure and distribution of color, Business Sweden, as a first step, implemented an in-depth analysis of the condition on the British market. The work culminated in the identification of nearly 60 potential distributors and meetings were booked with five of the top-rated candidates in UK.

- My opinion is that Business Sweden facilitated our work significantly during our establishment in the UK. The setup works very well: we get support in form of a market report and may after the evaluation of the report select the distributors we believe have the greatest potential. After this initial step we book a meeting trip which includes a number of customer meetings that Business Sweden has pre-booked, says Ulf Carmström, Sales Manager at Colorex Sweden AB.

Professional and promising partners

The outcome of the project was that Colorex partnered with one of the most promising distributors who matched their requirements. Their first year together as business partners has started very positive with the delivery of a number of different sorts of colors. Colorex are convinced that the cooperation with their new distributor will be very successful and lead to good results.

- Thanks to Business Sweden we have met our current distributor in the UK. We see them as a highly professional and promising partner. We are confident that UK will become a very successful market for us, which will result in a marked increase in sales for our company, says Ulf Carmström.