Enhancing the product portfolio with our own brands
Beijer Ref develops its own brands within refrigeration and HVAC, which complement world-leading product names and strengthen the Group's position in the market.
Beijer Ref is known for its distribution agreements with world-leading suppliers and brands within refrigeration and HVAC. In parallel, the Group develops its own brands that complement the market's best-known product names, strengthening their position and range.
Examples of own brands that Beijer Ref has developed over the years include SCM, CUBO, Patton and Kirby. The purpose of these brands is to complement the market's best-known product names and increase control over production and price levels. In 2023, Beijer Ref has continued to expand its four product brands: Freddox, Sinclair, Inventor and Azuri.
Beijer Ref has invested heavily in the Group-wide Freddox brand. This brand markets products in refrigeration and HVAC, such as tools, valves and copper pipes, which provide competitive offers and improved margins. Freddox has developed well in 2023 and is sold through Beijer Ref's subsidiaries in Europe, Africa and Asia.
In 2021, Beijer Ref acquired the Czech HVAC company Sinclair, including its product brand. Sinclair offers HVAC products, air conditioning and heat pumps, and is now sold through several of the Group's companies in EMEA. Access to Beijer Ref's distribution channels has led to strong growth for Sinclair and improved margins.
In the same year, Beijer Ref acquired the Greek company Inventor, which is a well-known brand among end consumers in Greece. Since then, Inventor has been launched in several European countries, often as an alternative where Sinclair is not available. The plan is to continue to expand Inventor to more markets and invest in heat pumps for future growth.
In 2022, the Croatian HVAC company Deltron was acquired, adding the Azuri brand to Beijer Ref's portfolio. Azuri offers residential air conditioning solutions and complements the Group's other offerings.
Through these strategic acquisitions and the development of its own brands, Beijer Ref is strengthening its market position and ability to meet customer needs with high-quality and competitive products.
