UK: Swedish refrigeration wholesale group Beijer Ref AB has formed a joint venture with Mitsubishi Heavy Industries to market MHI air conditioners in the UK and Ireland.
Beijer Ref is the majority owner of the joint venture, which will be named 3D Plus.
“The UK and Ireland markets are important to us and we continuously look at different ways of growing our market share with key partners,” commented Beijer Ref CEO Per Bertland. “The technical expertise of MHI, and the distribution expertise of Beijer Ref, will be integrated to have a broader and more complete offering to the customers through this joint venture.”
Last year MHI split from UK distributor AMP following the latter’s purchase by rival air conditioning manufacturer Panasonic. This left Beijer Ref company HRP as the sole UK MHI distributor. The 3D name recalls that of the former MHI distributor 3D Air Conditioning, which became part of the HRP group in 2004.
“Partnering with MHI on an exclusive basis will strengthen HRP’s position whilst 3D Plus will complement it by opening new doors,” commented Beijer Ref UK and Ireland MD John Billson.
Billson confirmed that 3D Plus will be run as a separate company from the South of England. Personnel have not yet been named but Beijer Ref is in the process of appointing a general manager.
“MHIAE and Beijer Ref have had a successful relationship collaborating in the Scandinavian market for many years,” revealed MHIAE managing director Masayuki Fujinami. “Through the formation of this joint venture, we are happy to be moving beyond a traditional manufacturer and distributor relationship and to joining our two companies together in a way that will allow us to harness our respective expertise and experience jointly.”
“It is our intention that 3D Plus will quickly become a similar size business to other Beijer Ref distribution channels in the UK,” added Per Bertrand. The MHI brand already has a strong market position which is a great platform for future growth. This joint venture further strengthens our partnership and we look forward to seeing the progress of 3D Plus.”
