Vent-Axia and Samsung have linked in an alliance which could see the ventilation company becoming a major player in the air conditioning market.
The initiative will be marketed under a dual brand with the full support of Samsung's technical and service support facilities but led by Vent-Axia providing the sales and marketing strategy through its recently-created Project Division as well as logistics, distribution, technical and application support from its Nottingham and Dudley, Midlands facilities.

The linking of these two brands will create a stir throughout the UK and European markets with Samsung set to benefit from Vent-Axia's significant sales force and the latter gaining access to one of the most comprehensive ranges of air conditioning products in Europe.

Vent-Axia will sell the full range of Samsung products although the main thrust will be the highly sophisticated VRF systems including the recently launched R410A version of the Digital Variable Multi VRF system.

'Our agreement with Vent-Axia is a true alliance because we will be integrating our sales and technical support systems and working together to develop the business,' said Steve Rees, general manager of Samsung air-conditioner division.

'The rapid growth in the range of products we are bringing to the UK means we have an urgent need to increase our sales and distribution capacity, so to be able to do this in partnership with a company that has such an impressive industry pedigree is exciting and complements our existing sales channel partners.'

There is added synergy to the deal because Samsung is currently working on launching a range of innovative ventilation systems in Asia and can draw on Vent-Axia's expertise in this field.

'This is a fantastic opportunity for Vent-Axia,' said Paul Kilburn, business director, Vent Axia Project Division.

'Given the continued focus on energy efficiency and the energy benefits available through combining good air quality with air cooling, it is a natural progression for us to move into air conditioning and to be able to do that in alliance with a global brand is a huge bonus.

'We will be working hard to ensure both organisations extract as much benefit as possible from each other's complementary strengths.'