Herrmans Nordic Lights work lights are used in challenging conditions for example in machines within the Mining, Construction and Forestry industries. The Nordic Lights business unit was established in the beginning of 90s and it is part of Herrmans Oy, which manufactures components for bicycles. Four years ago Herrmans established a subsidiary in Ohio in the USA and the company was named as Nordic Lights NA Inc. The emphasis of operations in USA is on secondary markets, which means the lights are sold from spare part shops to the end users of machines
Herrmans Nordic Lights
It was an easy decision for us to choose Finpro as cooperation partner when we started business operations in USA. We had already had cooperation with them and we knew that Finpro had wide-ranging skills in helping small companies to establish operations abroad. It was also a good thing that from Finpro we got a native American to help us, who also worked as cultural interpreter. We were immediately on the same wavelength and got help especially to recruit local sales representative.
Reijo Tiuraniemi, the President, Herrmans Oy Ab
Client profile
Business challenges
When entering the US market, the biggest challenge for the company was to find the appropriate person to take care of local business. In the recruitment process it is essential to understand local customs such as the etiquette of the work interview. Nordic Lights has specialized products, which are targeted to a narrow target group. To sell these kind of products, it was essential to have competent sales representatives.
Solution
Finpro and Nordic Lights together created a job advertisement and Finpro organized interviews with suitable candidates. As a consequence Nordic Lights was able to find a competent local sales manager to organize their US operations. The sales representatives of mining wholesalers were then trained to master the features and advantages of Nordic Lights products. A local logistics company takes care of storing the products, answers phone calls as Nordic Lights, handles orders and delivers products to customers.
Benefits
Nordic Lights quickly acquired a new customer, which was a large wholesaler. Thanks to the significant orders of the wholesaler, the first year in US market went well for Nordic Lights and growth has continued each year since. With the help of Finpro, Herrmans Nordic Lights has also done market analyses in other countries. As a result next operations will be started in China.
