Three Dutch and two German maritime sector supply companies have joined forces to turn their Mercator Marine Group alliance into a significant B2B factor in Europe. They are: Allpa Marine Equipment (NL), Allpa Marine Equipment GmbH (D), Combi Noord (NL) and Technautic (NL) and Technik Fürs Boot (D).
MMC CEO Anton van Daalwijk speaks of an alliance of companies serving different market segments.
“80% of Allpa’s range are technical products, and 20% is stuff you use on board,” he says. “Think of life jackets, deck gear, coatings etc. We target yacht builders, water sports stores and service companies. Combi Noord works the upper segment of yacht building, while Allpa is more active in the lower and middle segments. So, there is little overlap in customers and suppliers.”
Technautic supplies the angling sector. Says Director Cees Kopper, “Everything you need in a fishing boat, we have it. We are strong in advanced fish finders – like classic sonar gear or echo imaging equipment – and positioning equipment. He adds, “We believed that as an independent water sports company, we would find it harder in the future. We enjoy synergy and organization through MMC and win access to broadening products and markets.”
Van Daalwijk says the creation of MMC makes it the Netherlands’ largest supplier of components for the marine market. “That’s why I don’t see much room for expansion in the Netherlands. The growth and opportunities are greater if we orient ourselves internationally.”
He cites Germany and Scandinavia as “logical” growth areas. Allpa grew a bigger foothold in Germany. “It would be nice to build on that,” said Van Daalwijk. “We are also looking at Great Britain and Southern Europe.”
Van Daalwijk said stepping up cooperation between European water sports companies can be increased “to use each other’s strengths. We can train and coach each other in products and use marketing offers from other companies within the group. On the supplier side, you also have more clout if you’re bigger.”
Patrick Alkema of Combi Noord said joining MMG was a no-brainer. “The market is moving. You increasingly see this kind of marketing construction. By joining a group, you turn over more volume. That makes you interesting for manufacturers and/or distributors.”
MMC’s combined market reach is significant. Allpa markets about 25,000 items. Combi Noord and Technautic each 10,000. Products of the five companies will go on an MMC website. MMC continues to focus on B2B, but its site will steer visitors to the five companies. It will list which company products were ordered, and visitors will receive one invoice.”
