Reedijk Banden: New Trading Avenues in Europe

Up till now Reedijk Banden Import B. V. (RBI) has generally been known as a Netherlands-based tyre wholesaler that is particularly active within its home market and some trade in Germany, Belgium and France. However since the beginning of 2006 the company has embarked on a controlled expansion programme which has seen RBI evolve into more of an international company with new sales projects being introduced around Europe and most recently in the UK.

RBI was formed 34 years ago but in 2003 the company altered its trading image and objectives. Commercial manager Piet Rombout explains: “RBI continues to gain growth in the Dutch market but has also expanded its trading horizons in the European tyre market, a strategy underlined by the appointment four months ago of Ronald Vanfrachem who joined the export department. Ronald is very experienced and well-known in a number of European tyre markets plus he speaks seven languages and his specific brief is to enhance RBI’s export activities into Spain, Portugal, Italy and France which so far has proved to be particularly successful.”

Looking at the UK market for a moment, Piet points out that RBI has slowly but steadily ventured into this highly competitive market for the first time in recent months and operates a direct sales policy in A-brand car tyres to wholesalers/distributors and retail tyre outlets.

It is also worth noting that RBI specialises in winter tyres having introduced their initial winter tyre programme last year. In the 2006 season the company will present an up to 25 per cent wider range, which incorporates Maxxis, Barum and again top ‘A’ brands.

When it comes to car tyre brands, RBI concentrates on a number of strategic brands including Maxxis, Marshal, Barum, General, Novex and Clear with Maxxis being the most important single brand as RBI has been appointed distributor for the Benelux and France. The rest of the brands are sold exclusively through The Netherlands. In truck tyres RBI has started to increase its sales activities with a distinct emphasis being placed on major ‘A’ brands throughout Europe whilst for the home market of Holland the Double Coin and Barum brand is on offer with Barum also presenting an agricultural range.
The Maxxis brand portfolio incorporates a number of different patterns for the passenger car, 4×4, light commercial, truck and ATV sectors of the market. In the passenger sector Maxxis the MA-P1 in sizes ranging from 175/70R 13 8H through to 225/55R 16 95V.

Winter tyres are available from 145/80 R13 75T right up to 225/55 R16 99H. It is also interesting to note that Maxxis can offer tyres with the traditional ‘white stripe’ that was so popular in the 1960’s.

Satellite Warehouses

RBI sees the immediate future as a period of constructive expansion and Piet points out that the company’s Strijen warehouse is backed by further satellite warehouses in Ijsselstein in the centre of Holland, Hengelo in North east Holland and Venlo in South east Holland with Hengelo and Venlo bases both being strategically placed close to the German border.