21

WORLD PUMPS March 2013

www.worldpumps.com

Corporate Profile

Distributor adapts to changing market

Company profi le

Bran+Luebbe, Wilden, Blackmer, Mono, Bredel,

Nash, Allweiler, Wernert and Hermetic. In addi-

tion, it has an extensive range of complimen-

tary products including top and side entry

mixers, scraped surface heat exchangers, fl uid

and gas fi lters and analytical systems. Because

many of these products are manufactured

outside Europe, AxFlow maintains supplies of

its most widely requested products at its Distri-

bution Centre in Lelystad, thereby enabling it

to provide the fast response that is demanded

by dynamically changing industries. With its

inventory control procedures, the Distribution

Centre manages product turnover and identi-

fi es what customers want and keeps track of

how demands and processing trends are

changing.

According to AxFlow, having a distribution

centre in the heart of Europe gives it a consid-

The role of the pump distributor is not

a straightforward one because it has

to fi ll the gap that exists between the

manufacturer and the end user. Of course

many manufacturers prefer to sell their

products direct to the end user, but there is

a substantial body that fi nds the distributor

route to market to be the winning formula.

As the international trend toward greater

consolidation in the pump industry takes

place, with large manufacturers acquiring

smaller companies in order to attain growth

and break into new territories, it can make

economic sense to use the local experienced

sales force of the business acquired. This

inevitably places the onus on distributors to

sharpen their act.

One European distributor looking at how

greater consolidation can play to its advan-

tage is AxFlow, which has identifi ed those

major international pump and allied equip-

ment manufacturers that prefer to outsource

their sales operations while appealing to end

users seeking to limit their number of

suppliers. AxFlow’s growth over the past 25

years can be largely attributed to its willing-

ness to introduce new concepts and strate-

gies that address the changing face of the

pump industry, and also through acquiring

appropriate businesses.

AxFlow Holding AB marketing and communi-

cations director Olga Krejci says its approach

is to give customers peace of mind, expertise,

close proximity and knowledge of local busi-

ness, leading products that best match their

application requirements and short lead times.

“We want to demonstrate that far from being

just a distributor, we also have a comprehen-

sive understanding of customers’ require-

ments, production processes and applications,

for these are the factors that infl uence the

choice of pump, mixer or analyser for a specifi c

application,” Krejci said.

The most recent stage in AxFlow’s develop-

ment strategy was announced in 2010 when

it established AxFlow Systems, an operation

designed to create new opportunities for the

company and for its customers. While AxFlow

has provided a systems building capability

(Figure 1) at certain of its companies for a

number of years, it is only in the past couple

of years that this has become a centralised

function based in Dronten, The Netherlands,

making this capability available to other

markets in Europe.

“As we see it, the successful distributor has

to be capable of evaluating the customer’s

wish for the right price, longevity, energy

effi ciency, reliability, ease of operation and

low cost of maintenance before calculating

what might be the best pumping solution,”

said Joep Verhagen, managing director,

AxFlow Systems. “What AxFlow is now doing

is adding the design and fabrication of inte-

grated systems to this capabilities list.”

For many companies operating processing

plants, time or resources for investigating new

suppliers or alternative pumping technologies

are not options that are fi nancially viable. Nor

do they have the luxury of waiting for

extended periods of time for the pump to be

made and then shipped to site. This is where

a good distributor can bridge the gap between

the manufacturer and the end user.

AxFlow’s portfolio of pump manufacturers and

brands includes Waukesha, Sandpiper, Viking,

AxFlow’s growth over the past 25 years can be largely attributed to its willingness to introduce

new concepts and strategies that address the changing face of the pump industry, and also

through acquiring appropriate businesses. Representing several of the world’s leading pump

manufacturers, AxFlow is looking to expand its horizons.

Figure 1. AxFlow has been building integrated systems such as this chemical dosing skid for several years.

WOPU0313_App_AxFlow 21 28-02-2013 13:10:32

22

WORLD PUMPS March 2013

www.worldpumps.com

Corporate Profile

So just what is AxFlow off ering from its new

business operation? Anton Bentum, commer-

cial manager, AxFlow Systems, says typical

examples of AxFlow Systems’ work includes

processing packages ranging from compact

simple skid-mounted fi xed and mobile units

containing pumps, geared motors and asso-

ciated pipework and connections through to

complex blending and dosing systems

complete (Figure 2) with multiple pumps,

valves, tanks, mixers and control panels

designed to enhance dosing performance

within larger production processes.

“The simplicity or complexity of these units

and systems is wholly dependent on the

application and is largely dictated by the

nature of the ingredients being handled,” he

says. “We have the experience and resources

to design and fabricate both batch and

continuous processing systems which are

supplied pre-assembled and tested. By

providing this service we are helping compa-

nies to optimise production and resources,

and at the same time eliminate or reduce the

time they have to commit to identifying indi-

vidual component suppliers and

fabricators.”

Colour blending in toothpaste manufac-

turing provides a good example of what

AxFlow Systems can provide. AxFlow colour

blending units (CBUs) play a central role in

the bulk production of flavourings and

colouring in toothpaste (Figure 3). They are

extremely stable and accurate to <0.2%.

Therefore, product loss and downtime

between product changeovers is very

limited. In addition they also facilitate CIP and

SIP with a small amount of cleaning fl uid. The

skid-mounted units use metering pumps for

ingredient dosing, circumferential piston

pumps for transporting the toothpaste and

local control and communication with the

factory SCADA (supervisory computer

system) all being part of the package. Having

proved their worth in the UK, AxFlow Systems

is now supplying a similar unit to the client’s

factory in New York.

By comparison, three skid-mounted dosing

units have been built by AxFlow

Systems for AxFlow Romania for one of

the country’s largest refi neries. At

the outset, AxFlow Systems had

to prequalify for the refi nery, but

references and the suggestion to

use Bran+Luebbe pumps and

Lightnin mixers, convinced the

customer. The complete delivery

consisted of three stainless steel ATEX

skids each with a stainless steel 1,000-2000 lt

tank in accordance with ASME VIII, of which

two were fi tted with ATEX mixers. All three

skids were fi tted with two B+L pumps, with

one of the skids containing double-headed

pumps. The tanks included magnetic level

gauges with a 4-20 mAmp/HART output and

breather/fl ame arrester. All interconnecting

stainless steel pipework, valves and safety

relief valves were included in the delivery. The

products being handled are anti-foaming

and anti-fouling agents, together with corro-

sion inhibitor in pressures up to 20 bar. Three

loose pumps have also supplied been for

fl ushing water and fl ushing oil.

AxFlow Systems engineered, quoted and

constructed all three units and tested them

prior to shipment to Constanca. Following

this order, a further contract has been secured

for the supply of two stainless steel ATEX

skids for the same refi nery to handle anti-

foaming agent. These skids are each

equipped with stainless steel 1,000 lt tanks

and Lightnin mixers, plus one B+L dosing

pump and an ATEX junction box.

AxFlow Systems represents another stage in

the continuing growth. Krejci says by demon-

strating its commitment to investing in new

resources and expanding its knowledge of

fl uid dynamics, AxFlow is in a strong position

to capitalise on the ever-growing demand for

pumps and systems throughout Europe.

The policy is also reassuring for the many

pump manufacturers whose products it

distributes as they can see that the AxFlow

has a defi ned growth strategy. “The AxFlow

business is based on long-term relationships

with customers and providing support both

to the manufacturer and the customer

throughout the working life of the product.

It is a policy which gives both parties the

comfort they require when placing their busi-

ness with AxFlow,” Krejci added.

www.axfl ow.com

erable business advantage as its competitors

do not have this type of resource. "The

distributor's job in the fi rst instance is to be

extremely knowledgeable of the customers'

requirements followed by experience of the

fl uid dynamics and the pump technologies

available," Verhagen said. "In the third place,

the distributor has to be able to provide a

bridge between the expertise of the pump

manufacturer and the customers who are

experts in their own disciplines. End users

need a supplier who they can trust, will give

them what they need, when they want it

every time."

It is a path that AxFlow has followed and

which has brought considerable success.

However, to maintain this success and grow

its business, AxFlow has acknowledged that

it needs to off er its customers more than just

a ‘pump in a box.’ This has meant listening to

customers, taking onboard the many issues

with which they are confronted by attaining

processing excellence and looking at the

bigger picture.

AxFlow Systems enables companies

employing fl uid handling technologies to

buy a system that has been designed and

fabricated specifi cally for the application and

the plant. This eliminates complex, protracted

and often frustrating management tasks and

once in operation there’s a clarity to the

service, maintenance and responsibility that

brings peace of mind. Providing this pan-

European capability is, says AxFlow, a natural

development.

Located in purpose-built and equipped facili-

ties close to its Distribution Centre, AxFlow

Systems provides its commercial operations

with a single point of contact for the design,

construction, installation, commissioning and

maintenance of pump skids and processing

systems. Figure 3. AxFlow colour blending units (CBUs) play a central role in the bulk production of fl avourings and colouring in toothpaste.

Figure 2. AxFlow Systems’ work includes processing packages ranging from compact simple skid-mounted fi xed and mobile units containing pumps, geared motors and associated pipework and connections through to complex blending and dosing systems.

WOPU0313_App_AxFlow 22 28-02-2013 13:10:38