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As the market leading company in their category in Sweden, Tilda’s growth potential lies within the opportunity of export. With help from Business Sweden, Tilda, a family owned business, signed a contract with one of the largest distributors in Germany within sports and leisure products. They also signed a contract with one of the leading companies within kid’s products.

Tilda AB, with headquarter located in Vellinge, is a supplier of toys and bathing-security products, and is the largest supplier in Sweden within these product categories. Their business focus is to distribute established brands such as Ketller, Jumbo and Manhattan Toys, as well as its own premium brand Swimpy. Swimpy consists of high-quality UV protective clothing and buoyancy aids. A part from Sweden Swimpy is sold in Denmark, Norway, Holland and Austria. 

Contact with key players is hard

Germany had early been a prioritized export market and Tilda had already participated several times at the largest toy fair in Nuremberg, with the goal to tie customer and distributor contacts. Tilda’s experienced it difficult to get in touch with the right German companies at the fair. 

To achieve their goal to establish sales in Germany Tilda wanted to learn more about the market, where the products were sold, which competitors they had, and to get in touch with appropriate customers and distributors. Together with Business Sweden they created an understanding for the market conditions by making contact with several industry organizations, potential customers and distributors. In the next step of the process they examined the interest among the suppliers for their own product Swimpy, and the distributors were especially interested in the high quality floating aids.

Right timing yielded results

Through their collaboration with Business Sweden Tilda quickly got better knowledge and understanding of the market conditions in Germany. They also got the opportunity to meet some of the largest potential customers in the segment. The timing turned out to be absolutely right when Sport Thieme, one of Germany’s largest distributors of sports goods was looking for new products for their spring catalogue. In January 2012, Tilda signed their first agreement for merchandising in Germany, and later on they signed further agreements with key customers.

-Business Sweden has been helpful in every way and demonstrated true professionalism says Mikael Male Cutting, CEO of Tilda, after a successful collaboration.