FNP Group: 25-Country Export Network and Biltema as Strategic Key Account
International BD across 25 countries built from scratch, covering Europe, Scandinavia, LATAM, Maghreb and Africa. Biltema secured as strategic KA displacing Chinese competitors on compliance grounds.
FNP Group — Fenoplástica / Novovent
2007–2009
FNP Group had a strong product range in luminaires, ventilation systems and electrical equipment but limited international commercial infrastructure. The challenge was building a 25-country export network from scratch while simultaneously defending and growing key accounts against aggressive low-cost competition from Asia.
25-country export network built and managed across Europe, Scandinavia, LATAM, Maghreb and Africa. Biltema secured as strategic key account across the full Scandinavian market, displacing Chinese competitors by guaranteeing TÜV, CE and RoHS compliance. OEM product lines developed specifically for Biltema. Maghreb key accounts managed directly: Marjane, Auchan, Carrefour and Merlin Gerin. Syria, Tunisia and Morocco developed as priority Maghreb markets. Cameroon: group's first commercial presence on the African continent, built from zero. France: new market entry managed end to end. 25+ markets managed through performance-based commercial policies across distributors, agents and direct B2B accounts.
Displacing established Chinese suppliers in Nordic retail is not a price game. It is a compliance and trust game. Biltema's vendor requirements are rigorous. Winning that account required product adaptation, full certification across the range, and sustained account management. In parallel, markets like Syria, Cameroon and Morocco operate on completely different commercial dynamics: long relationship cycles, regulatory complexity, and distributor management that requires deep local understanding. Running both simultaneously across 25 markets is a different order of complexity from managing a single region.
"Varem treballar amb l'Oriac ja fa força anys. L'Oriac com a export manager i puc avalar la seva dedicació i professionalitat en l'apertura de nous mercats internacionals i en el manteniment acurat de la cartera de clients." — Eudald Castells Martí, CEO, FNP Group
Lighting & Electrical Manufacturing
Building a 25-country export network from scratch means prioritizing strategic accounts that displace competitors on compliance, not price. FNP Group built this network between 2007 and 2009 across Europe, Scandinavia, Latin America, Maghreb, and Africa. Biltema was secured as a strategic key account across the entire Scandinavian market, displacing Chinese competitors through TÜV, CE, and RoHS compliance, with OEM lines developed specifically for that account. In Maghreb, accounts like Marjane, Auchan, Carrefour, and Merlin Gerin were managed directly. Cameroon marked the group's first commercial presence on the African continent, and the France market entry was managed end to end as a new market opening.