Baxa announces EU switch in sales and marketing

By Wai Lang Chu

- Last updated on GMT

Related tags European union Europe

Baxa has announced it is to move to direct sales and marketing
operations in Europe, bringing to an end its existing business
strategy, which sold its products through exclusive distributors,
with support provided by Baxa from their European Headquarters in
the UK.

The move to a direct sales model aims to foster closer customer relations. Baxa currently has direct sales operations in the United Kingdom, Denmark and Germany, and supports distribution partners in 16 other countries in Europe, the Middle East and Africa.

Product distribution across mainland Europe will be handled via a European warehouse hub in Gent in Belgium, where customer orders will be processed and shipped.

The new plans are expected to come into force after January 1st 2006 in France, Belgium, The Netherlands and Luxembourg. Terry Aston, Managing Director of Baxa, said, "These changes present us with huge opportunities to build on the successes of our Distributor partners and improve both our service and our products through a closer understanding of customer needs."

Baxa​ provides systems and products that streamline pharmacy operations for oral liquid delivery, sterile IV preparation and mixing multi-source parenteral solutions.

"We are working closely with our distributors to ensure the transition will be seamless from a customer perspective,"​ added Brendan Parker, Baxa Sales and Marketing Director.

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