IBP Scandinavia Pushes the Boundaries of Traditional Distribution

IBP Scandinavia is both a marketing agency and a distributor in one, and has succeeded in transforming a difficult-to-change industry.

“We see ourselves as part of the product owners’ brands, a so-called Brand Partner. IBP stands for quality in everything from distribution to marketing, sales and after-sales service,” says Behzad Rahimi, founder and Sales Director at IBP Scandinavia.

The founders behind IBP Scandinavia, Said Saharkhiz and Behzad Rahimi, think differently — and that has paid off. In just a few years, the company has become the largest distributor of baby tech products in Scandinavia, with brands such as Baby Brezza, UPPAbaby and Owlet.

“We are very careful about which brands we choose to work with. It must be a unique and innovative product, fulfil an important function and have a clear market in the Nordic region.”

Innovation is something that characterises both IBP’s brands and how the company itself operates.

A typical distributor purchases stock, handles logistics and transport, as well as sales and after-sales. Where IBP Scandinavia differs is in how the company works to build awareness and create demand.

“We recognised early on the importance of social media and personal recommendations for a brand. We therefore work with a large network of small and large influencers, combined with affiliate networks and digital marketing across social media and Google, among other channels, to build trust among end consumers.”

The Start of Something Big

IBP Scandinavia was founded in 2016 when Said and Behzad contacted Baby Brezza in the USA to become their distributor in Scandinavia. They saw the potential in the market.

It was the start of something big — a meeting that turned into a signed contract and many long evenings working alongside their regular jobs and family lives.

“We sold out Baby Brezza’s European stock in three months. We did everything we could to succeed. We worked with influencers, stood in shopping centres asking passers-by what would make life easier for parents of young children, and ran digital marketing campaigns.”

“The key is to measure and evaluate all efforts in order to focus on the right channels. That’s why the dialogue with customers — meaning the parents — is also crucial.”

Today, IBP Scandinavia is the partner at Baby Brezza with the highest market penetration in the world.

“A major success factor is that we always go the extra mile and keep our promises. And it should be fun to work with us. Our guiding principles are trust, love and performance.”

“That has actually led many retailers to choose us over others.”

Sights Set on SEK 100 Million

Today, in addition to Baby Brezza, IBP Scandinavia is also a partner with baby monitor company Owlet and pram manufacturer UPPAbaby. The company has a turnover of approximately SEK 50 million, but the target is set even higher, with the aim of bringing in more brands across all industries.

“Within two years, we will reach SEK 100 million. We have passed the start-up phase and are now scaling up. There is still a lot of market we haven’t touched. Perhaps we’ll reach a quarter of a billion within five years if we can continue at the same pace.”

The company receives at least one enquiry a week from brands interested in having IBP Scandinavia as their distributor and partner.

“With a proven and unique methodology that combines distribution with marketing and after-sales, we can help all international consumer brands establish themselves in the Nordic market,” says Behzad Rahimi.

For more information, contact:Said Saharkhiz, CEO and founder, said@ibpscandinavia.se

IBP Scandinavia markets and distributes innovative products in Sweden, Norway, Denmark and Finland. The company holds the rights to international brands such as Baby Brezza, UPPAbaby and Owlet. Headquartered in Gothenburg, the company has a turnover of approximately SEK 50 million. www.ibpscandinavia.se