Two full-fledged subsidiaries will soon serve the local market

Measuring instrument supplier expands into Sweden and Denmark

VEGA, a German supplier of innovative level and pressure measuring instruments, is opening two new subsidiaries in Scandinavia this spring. In Denmark and Sweden, the new branches will soon serve the growing market for industrial measuring instruments. Behind the expansion to the north is the managing director of VEGA's Dutch subsidiary: Jürgen Schuijren.

Scandinavia is not new to VEGA: since 2015 there has been a subsidiary in Norway serving the Norwegian market. Moreover, there were already local dealerships in both Sweden and Denmark. Still, the market in both countries is so interesting that a full-fledged subsidiary is justified. "We want to offer those markets the same level of service as we are used to in the Netherlands," says Schuijren. "So that means that we employ employees with thorough knowledge of our measuring equipment, have short logistics lines and speak the same language as the customer."

Market potential

The desire for the two new subsidiaries came from VEGA's headquarters in Germany. Schuijren: "The dealerships we have had up until now work in a different way than a fully-fledged subsidiary, and moreover, there is considerable market potential in the Nordics. We want to be able to serve customers in Sweden and Denmark as we do in other countries. Knowledge, excellent service and of course our high-end measuring instruments are central to this in order to ultimately deliver the best solution for the requested application."

Schuijren, who has worked for VEGA for 30 years, and thus has considerable experience by now, was given the job by headquarters to realize the expansion and then assume the role of director of both branches. "Because VEGA Netherlands is also a subsidiary with which we have been successful for many years, I know well what a new branch needs in order to operate with the same philosophy and working method of the parent company." 

Locations

Schuijren found suitable premises in both Denmark and Sweden last year. "In doing so, we specifically looked for premises where you can not only put up a few desks, but also have the opportunity to relax and be inspired by the surroundings. In Denmark, we are in the old Carlsberg City grounds in Copenhagen, in a trendy, historic location. In Sweden, we are in the heart of Life Science in Stockholm, in a multipurpose building called "Life City. Not only can you do your work there, but there is also space for sports, relaxation and events." 

The people

When setting up a subsidiary, people are the most important factor. Schuijren: "They will soon be building a network and they will become the face of the organization. We find it very important that our customers can talk to our staff in their own language. So our new colleagues had to be found locally and then trained to be well informed about our product portfolio. We also want a diverse mix of people in age, gender, cultural background and education level, as well as with a variety of work experience in the market at previous employers."

Similar background

The importance of using local people is not just limited to language. Small intercultural differences also play a role in contact with customers. Schuijren: "For our customers, it is nice to be able to communicate with people who have a similar background." The organizations in Denmark and Sweden are largely copies of the Dutch organization. Each branch will soon start with five consultants in the field, two salespeople in the office, two service engineers, two sales assistants and a marketing manager 

Balance

Anno 2024 is no longer just about the work you offer; as an employer, you want to think along with employees' needs, Schuijren knows. "The balance between work, family and leisure has changed in recent years. Where it used to be an exception to work part-time, it is now the most normal thing in the world. We like to think along with that and we really want employees to have and keep having a good time with us. Certain things, such as parental leave and being able to take time off to care for a sick child, are often already more generously regulated by law in Sweden and Denmark than in the Netherlands."

Hydrogen

The market in Denmark and Sweden has similarities with the Dutch market. Schuijren: "Water, food and chemicals are of course also found in those countries. Denmark also has a large shipping industry and in Sweden we see a lot of potential in the extraction of minerals, which can be used in the production of chips, for example. For both countries, there is tremendous growth in new industry. Think of hydrogen, renewable energy, and so on. Scandinavia is quite ahead when it comes to energy transition." Competition in Denmark and Sweden is similar to the situation in the Netherlands. The major instrument suppliers are also active there. "VEGA, like in the Netherlands, is very active in the mid-range, with companies first buying a few instruments to try them out and then buying larger quantities. Dealers are more likely to focus on the big projects where hundreds of instruments are purchased right away. That's why it's so important that we start working with a full-fledged subsidiary in those countries."

More benefits

A fully-fledged subsidiary offers more advantages for the customer. "Knowledge within the international company can be shared much more easily, as we are closer to the fire," Schuijren clarifies. "Moreover, thanks to the expansion in Denmark and Sweden, customers now benefit from efficient logistics lines and a higher level of service. This means, for example, that you can get a measuring instrument back home faster after a calibration. Customers can also participate in training courses for their staff in the training rooms set up for that purpose."

Radar level and pressure

One of the reasons that there is interesting potential for VEGA's measuring instruments is that the most recent generations of radar level meters have proven to be very successful. Thanks to its in-house developed 6X chip, the VEGAPULS 6X radar sensor is extremely accurate, very easy to use and can be used in almost all applications. In addition, the BASIC series of radar sensors, which offer a more standardized, low-cost solution for less demanding applications, are a quickly recoverable investment. VEGA also supplies a wide range of pressure transmitters and switches, from low-cost to high-end. Schuijren: "We have an extensive portfolio in the field of pressure measurement, which is quite unique. Even in pressure transmitters, we have both a PRO line and a BASIC line. In a lot of applications, the BASIC line is excellent and then you have an extremely reliable instrument at a very competitive price."

About VEGA 

VEGA supplies high-quality level and pressure measurement instrumentation for demanding measurement applications in the chemical, pharmaceutical, food industry, drinking water, wastewater, landfill, mining, energy production, offshore, marine and aviation industries. VEGA employs more than 2,100 people worldwide, 1,000 of them at its headquarters in the Black Forest in Germany. VEGA was founded in Germany in 1959 by Bruno Grieshaber and is still a family business. Today, VEGA operates in more than 80 countries.