The opening of Leyard and Planar’s new European showroom in Barcelona, Spain, attracted attendees from all over EMEA, who were keen to explore the demonstration space, get hands-on with the new LED, LCD and advanced display product offerings and find out about the company’s strategy for this year and beyond.
Strengthening regional offerings
Leyard’s European base is the next step in the display manufacturer’s two-strand plan to achieve international growth whilst developing local support. Last year saw Leyard add to its existing manufacturing facilities in Beijing in China, Shenzhen and Oregon, US, by building a 3,000 square metre manufacturing plant in Slovakia. This is now home to a team of 65 who are dedicated to the testing and assembly of products shipped from China or the US. Continuing their focus on improving local resources, Leyard set up an office in Russia to offer demo equipment and support for their customers based there.
In 2018, improving regional services and facilities continues to be a priority, as Marco Bruines, ceo of Leyard Europe, commented at the launch event. “Local support is important. We have demo rooms in Moscow, Rome, Paris and London and we want our European customers to get the most out of using our new facility in Spain too. This year, we will continue to expand our regional support with the launch of our first showroom in Dubai.”
According to Chris Van Elslander, a recent addition to the Leyard team and the company’s vp sales EMEA, the showroom is crucial for delivering the right messages to customers in Europe, the Middle East and Africa and equipping them with the tools to go out and sell the solutions.
“Our company has become global, but to be successful in EMEA you need to be close to your customers and build long-term relationships,” he says. “We deliver local service and are building the field sales team as well as increasing the number of business development specialists. They will offer customers knowledge of specific segments in the market.”
Bruines agrees it is essential to hire experienced people from the key markets: “We have been growing the sales support team and for 2018 we will also have a big increase in our technical teams.”
So why did Leyard choose this particular location in Barcelona? Firstly, the 5.382 sq foot (more than 500 sq metre) showroom is within easy reach of the airport and harbour and – being 500m from the beach and restaurants – it is in a prime position for customers who are visiting to enjoy.
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