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
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.
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.
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.