Distributors, importers and suppliers
Partner search: distributors, importers and agents in DACH and the Nordics
A distributor, importer or agent is the fastest route into a new market – and the route where the most expensive mistakes are made. We find, assess and approach the right candidates, and support you in the negotiations.
Partner search
Partner search: the wrong partner costs more than none
For many companies a distributor, importer or commercial agent is the fastest way into Germany, Austria, Switzerland or the Nordic countries. It is also where the most expensive mistakes happen: exclusivity is granted too early, for too large a territory and without minimum volumes – and the market is locked for years.
We map the options, assess them on commercial criteria and approach the most promising candidates in their language. You receive a prioritised list with a rationale for every candidate: why them, who their customers are and what the risks are.
Our partner search covers
- Distributors and importers (Händler, Importeur)
- Commercial agents (Handelsvertreter)
- System integrators and technology partners
- Contract manufacturers and component suppliers
Comparison
Distributor, agent or your own sales?
The three most common models when opening a new market. Many of our clients sell directly to their customers, and that works well – a partner is an option, not the default. The choice depends on the product, the customer base and your own resources.
| Model | Margin for you | Control | Suits when | Risk |
|---|---|---|---|---|
| Importer / distributor | Lowest – the partner takes its share | Low | Consumer goods, wide distribution, limited own resources | Product ends up at the bottom of the range; exclusivity locks the market |
| Commercial agent | Medium – commission-based | Moderate | Industry, capital goods, defined customer base | Good agents are hard to find; have a lawyer draft the contract |
| Own sales | Highest | Full | Most situations: when the customer base is identifiable and you want to own the relationship | Requires a sales resource in the customer’s language – which can also be bought as a service |
Margins vary so much between industries and channels that there is no universal figure. We work through the numbers for your product in the market study.
Process
Five steps of a partner search
Profile
We define what the right partner looks like for you – and what it doesn’t.
Mapping
Industry registers, trade fair catalogues, networks and competitors’ distributors.
Assessment
Customer base, capacity and strategic fit.
Outreach
We approach the top candidates in their language and present your product credibly.
Negotiation support
We join the conversations and help prepare the commercial terms.
Questions
Frequently asked questions: partner search
Do you look for distributors or direct customers?
Both, but they are different projects. In a distributor or importer search we look for a party that buys on its own account and handles sales in the market. In direct customer acquisition we talk to the end customer – that is our lead generation service.
For many consumer products an importer is the only realistic route to retail, because large chains in both regions rarely negotiate directly with a small foreign supplier.
How does your partner search judge whether a partner is good?
We look at three things: do they have the right customer base, do they have the capacity to add a new product to their range, and is your product strategically interesting to them – or just a filler.
Does the partner search include contract negotiations?
We help with the commercial preparation: what to agree on exclusivity, how to set minimum volumes and termination clauses, and what to negotiate on price tiers and marketing support.
We don’t give legal advice. The actual contract is drafted by a lawyer – we can recommend lawyers from our network in Germany and the Nordics. This is particularly worthwhile for agency agreements: in the EU and the EEA, commercial agents are protected by law, which affects what happens when the contract ends.
Can you also find suppliers or subcontractors?
Yes. The same method works in the other direction: we map potential suppliers, check capacity and certificates, request quotes in their language and compare them for you. This is especially useful when you are looking for a component supplier or contract manufacturer in the DACH region or the Nordics.
How many partners does a partner search find?
The number depends on the segment and on how fragmented the industry is: in a narrow industrial niche there are clearly fewer relevant players than in a broad consumer category. You always receive a prioritised list with a rationale for the top candidates – not just a search result.
What does a partner search include, and what do we end up with?
A partner search starts with criteria: which kind of distributor, importer or agent your product will succeed with – industry, customer base, regional coverage, existing range and whether the partner already sells a competing product.
We then map candidates from registers, industry sources and our networks, assess them against the criteria and approach the most promising ones in their language. You end up with a documented list of assessed candidates, a clear picture of who is interested and on what terms, and support for the negotiations. A partner search doesn’t end with a list – it ends with conversations.
Related services
These work well together
Market Research
Competitors, price levels, sales channels and a realistic demand estimate for your target market – in numbers, not guesses.
B2B Lead Generation
We identify the right decision-makers, reach out in their language and report who is interested and who isn’t. You focus on selling.
Trade Fair Services
Choosing the right fair, pre-booked meetings, native-language sales work on the stand and systematic follow-up.
Get in touch
Let’s start the conversation
Tell us where you want to grow – the DACH region or the Nordics – and we’ll work out the most sensible first step together. The first conversation is free and without obligation.