Endoline looks to overseas markets for kit sales growth

The firm, which counts United Biscuits and Nestlé among its customers, has appointed Nathan Williams as exporting sales manager to widen its overseas network of distributors, with a focus on selling Endoline's "no frills" Phoenix range.

Williams has been with Endoline for five years, as a territory salesman and key account manager in the UK.

Exports currently account for 20% of Biggleswade-based Endoline's £4.5m turnover, but managing director Tony Hacker wants to raise total sales and the proportion accounted for by exports.

"The intention is to add to sales rather than replace UK sales," said Hacker. "The UK is still the primary driver of our business. I'm not one of the doom mongers – I still think there's a lot to be done here.

"The UK is three to five years behind mainland Europe in packaging automation, and we're also seeing smaller companies getting big enough to get into automation."

Endoline started selling machines overseas in the early 1990s, typically through "occasional orders from customers we were doing business with in the UK who happened to have overseas factories", said Hacker.

"Over the years, we have found that because we are at the top end of the market in price, quality and spec, there has not been a huge market for that in each country, so export has continued to be ad hoc," he said.

"The distributor might only be closing two, three of four deals a year and that doesn't keep us in their focus."

Endoline currently has around 12 overseas distributors, mainly in Europe, Scandinavia, the Far East and the Middle East, and it will continue to focus on these regions.

As well as finding new distributors, Williams will be tasked with selling directly to larger companies.

Customers that buy Endoline's Phoenix range will not be able to take some of the options, such as non-standard colours and wiring specifications, that are available with its System products.

However, they will be able to choose from different in-feed packing tables and discharge conveyors.

Hacker also said Endoline planned to launch new machines at next year's Interpack exhibition, which takes place at the Messe Düsseldorf from 24-30 April 2008.