HiFlux Filtration A/S Feels the Impact of New Markets

The East Jutland filter manufacturer is once again expanding globally. Several new partners have joined, and entering new markets is expected to support growth.

European customers still place the most orders with HiFlux Filtration A/S, but a significantly increased presence in other continents is reflected in the current order backlog. The company from Hedensted has recently started collaborations with new partners in Australia, New Zealand, and Canada, while simultaneously reaping the benefits of a new partnership in Turkey. Intensified sales activities targeting the Turkish food sector have already paved the way for solid sales of self-cleaning liquid filters. Martin Holgaard, COO and sales responsible at HiFlux Filtration A/S, believes that continued global scaling is necessary to strengthen the company’s market position. He therefore views the new markets as crucial for future growth.

“We need to be represented worldwide. New customers in new markets should help reinforce our global position. The competitive situation is constantly tightening, and new players have emerged who, unlike us, do not have filter development as their core competence. All our partners should highlight the advantages of customized filter solutions,” says Martin Holgaard, who expects demand for fully automatic liquid filtration to further increase in the coming years. The self-cleaning process, which minimizes all forms of human intervention, perfectly matches the stricter requirements in the food industry and other sectors. This is one of the reasons why Martin Holgaard currently
sees “a tremendously large pipeline,” as he puts it.

“This is partly due to interest from new customers. We have gained a strong foothold in Spain and Portugal, and after a long search, we have found the perfect  partner in France. This is reflected in the order intake from there, but it is Turkey that stands out the most at the moment,” notes Martin Holgaard.

Significant Initiative

A strongfocus on optimization has already sent a double-digit number of Auto-line liquid filters to Turkey. The Turkish food sector is massive, and several foreign corporations have production facilities in the country. Martin Holgaard himself has been on numerous customer visits with the partner Neumo and even organized several well-attended seminars on liquid filtration. He is impressed by the great receptiveness and interest.

“They are good at listening and good at taking action. There is a relatively short decision-making process once the benefits are documented. It also helps that our partner has a huge network, but that does not change the fact that the competitive situation is just as intense as in other markets,” emphasizes Martin Holgaard, who has once again upgraded international trade fair activities for 2024.

“We benefit greatly from specialized industry fairs. There is more interest than before the COVID-19 pandemic, and we are out there together with our partners. It is important that we are visible if we are to continue moving forward,”
concludes Martin Holgaard.

For more information, please contact:

HiFlux Filtration A/S, Lundagervej 25A, 8722 Hedensted

Martin Holgaard, COO

Phone: +45
51 99 19 19, mho@hiflux.dk

Facts:

HiFlux
Filtration A/S is a Danish company that has specialized in providing customized liquid filtration solutions for the process industry, as well as the food and energy sectors, for over 60 years. The focus is on developing and manufacturing liquid filters. Consulting, problem-solving, installation, and servicing are important elements of the company’s activities. HiFlux Filtration A/S has dealers all over Europe and a branch office in the Netherlands.