The Group sells its products in more than 48 countries worldwide through a distribution network.

Before entering a new market the Group performs research on the characteristics of the market, the size of the potential demand and growth prospects.

Since its formation, the Group has placed significant importance on identifying appropriate distributors in each country of operation and building long term relationships with them. Partnering with local sales distributors has helped the Group penetrate new markets in a flexible and cost effective way, as local operators have a better understanding of a market’s specific needs and prevailing trends.

At the same time the Group actively supports its distributors by working closely with them to develop products and design solutions that cater for each market’s needs. The Group also supports its distributors in participating in public tenders by determining the tender pricing policy along with the distributor (but can participate directly in a tender when the contract to be awarded is of a significant size). This operating model for distribution and marketing the Group’s products worldwide has proven very successful, allowing the Group to build strong market positions while maintaining a lean sales team and low overhead costs. When a market reaches a critical size that the Directors believe is sustainable, the Group’s strategy will be to establish local sales offices or assembly facilities, either independently or through joint ventures with existing distributors.