Labrum and ilShinBioBase Europe: a partnership based on trust
Labrum is a leading provider of laboratory equipment and supplies its products to for example, hospitals, universities and research organizations. The Swedish company has been the exclusive distributor of ilShinBioBase Europe for Sweden for almost eight years now. Labrum was one of the first distributors for ilShinBioBase Europe after its (re)launch in Europe in 2014. In the past years, the cooperation has grown to be much more than just that of supplier - distributor. Both parties consider the relationship as a partnership.
Start of the cooperation
Shortly after the (re)launch of ilShinBioBase Europe in 2014, Tommy Tärnsten, product manager at Labrum, contacted ilShinBioBase Europe.
Tommy: "I knew the brand from the past. IlShinBioBase previously was available in Europe between 2001 and 2011. After an absence of several years, the brand returned to the European market in 2014. The reason for me to contact ilShinBioBase Europe was the Duo-Safe technology used in ilShinBioBase's Ultra Low Temperature (ULT) freezers. With the Duo-Safe function, you have two compressors that function completely independent. One of the compressors can keep the temperature on -86. If there is a problem with one of the compressors the other one keeps working.
The unique thing of this technology is that the temperature remains below -80, even if one of the two compressors has a malfunction, while not using a back-up system. This is very important for the quality of the samples and one of the main reasons how ilShinBioBase freezers distinguish themselves from the competition. Therefore, we eventually became a distributor of ilShinBioBase Europe in Sweden."
Michel Keijzer (Commercial Director ilShinBioBase Europe): "Local companies with knowledge of the local market are essential for the success of ilShinBioBase Europe. Labrum was one of our first partners and is exactly the type of distributor we were / are looking for. It is a reliable partner with a lot of knowledge and familiarity within the Swedish market. During visits to Sweden I have heard a lot of positive messages and have noticed that this really is a leading party."
“The Duo-Safe technology of ilShinBioBase’s ULT freezers is very important for the quality of the samples”
Making each other stronger
Michel: "in recent years we have experienced that Labrum is an active distributor with a strong drive to get the most out of the cooperation. They are always present at fairs to exhibit the products, give the products a prominent place on their website and undertake frequent actions (e.g. mailings) towards customers. This is very pleasant.
In addition, they are service-oriented and constructive. If a technical problem occurs with one of the freezers, a technician always calls. He then constructively indicates what the problem is, what has already been done or tried, and even thinks about the possible solution. The activity and technical knowledge of Labrum are pleasant and important in the cooperation."
Tommy: "the satisfaction about the cooperation and service is mutual. Problems with ilShinBioBase products hardly ever occur. In the rare situations that problems occur, ilShinBioBase Europe always helps adequately to solve the problem. For example, there once was an ULT freezer that was broken when it arrived. IlShinBioBase Europe immediately sent a new one. That is great service that distinguishes IlShinBioBase Europe in the market. Throughout the years, I worked with a lot of companies but none of these companies were so good as ilShinBioBase Europe. In both quality of the product and service."
Michel: "during the cooperation, the contact has actually always been with Tommy. Tommy is a perfect partner because of his rich experience in selling laboratory equipment, including ULT freezers. He is actually more of a sparring partner. His knowledge and experience make it interesting to exchange ideas, for example about marketing and the content of new product brochures. It really feels like a partnership in which Labrum and ilShinBioBase Europe make each other stronger."
“I worked with a lot of companies but none of these companies were so good as ilShinBioBase”
Communication and transparency
Tommy: "even the uncertain situation regarding stocks and shipping times are (by me) not perceived as major challenge in the cooperation. Together, through good communication, we are able to explain to our end customers that these times are uncertain. Since this situation is a worldwide problem, there is also a lot of understanding within the market. Especially if you communicate well about it. It also helps that ilShinBioBase Europe has proved itself a very reliable partner in the past when it comes to stocks and shipping times."
Michel: "shipping times are definetely a global challenge at the moment. It is important to inform our partners and distributors proactively about this. For example, we provide an order confirmation with the expected week of delivery. We then proactively provide information on whether we can actually deliver in this specific week. This enables our distributors to take this into account when communicating with their end customers. Communicating proactively and transparently about delivery and shipping times is not always fun at the moment, but it is better than uncertainty.
In addition, we always have so-called ‘spare parts’ in stock. If a technical problem arises with a part of one of our freezers, we can always deliver immediately, in an emergency even a day later to all our distributors in Europe. This is how we offer service and security. An advantage is that our ULT freezers have relatively few technical problems at all, as Tommy also mentioned earlier."
"Proactive and transparent communication is better than uncertainty".
Michel: "characterizing of the partnership between Labrum and ilShinBioBase Europe is the trust in each other. IlShinBioBase Europe arranges the transport. This means that we deliver our ULT freezers directly to the customers of Labrum. Labrum fully trusts the quality control of ilShinBioBase Europe. This characterises our cooperation.”
About the client
Labrum is a leading provider of laboratory equipment. The Swedish company supplies its products to for example, hospitals, universities and research organizations.