Peters strengthens sales in the Far East

Peters is strengthening the up-and-coming region of South East Asia: Melvin Sagala has now signed an employment contract as a representative of the protective coatings manufacturer. "Here's to good cooperation," wishes Managing Director Ralf Schwartz during the Filipino's visit to the Lower Rhine headquarters. There, the manager got to know the extended "International Elpeguard Sales & Service Team" with Dirk Kall, Michael Kollasa, Stefan Schröder and Markus Wieler. The 49-year-old acts as "Elpeguard Product Manager SEA" for the Peters Group. The branch office in the city state of Singapore is of great importance to the paint plants. Melvin Sagala has his office there, but regularly travels to the Peters site in Malaysia. "We are traditionally strong in China and other Asian countries. We want to move forward in the Southeast Asian markets next and serve them well in the long term," explains Ralf Schwartz.

Since 2015 at the latest, Peters has begun to tighten the strategic reins in Asia and to form a "Sales & Service" team for the largest continent for the operational business itself. In Melvin Sagala, Peters has now secured the services of a specialist of stature who, with his vast experience in the service and sale of selective coating systems for electronic protective coatings throughout Asia, is ideally suited to build bridges between Europe and Asia.
Peters has maintained business relations with the Far East since the end of the 1970s. Under company founder Werner Peters, who laid the foundations for the company with the takeover of Niederrheinische Lackfabrik in 1970, the world's first non-bleeding solder resist with optimum printing properties for hot-air leveling applications was also used in large quantities in the then tiger economies of South Korea, Taiwan, Hong Kong and Singapore. At that time, Peters was still represented in Asia by regional exclusive distributors for the circuit printing varnishes. Finally, in 2012, Lackwerke Peters GmbH & Co KG established its own representative office for marketing and global OEM management in Shanghai - with Tim Schwartz on site at the time. Another two years later, another milestone was set: With the incorporation of Peters Asia Pacific Ltd. in Hong Kong, the ties to Asia were stabilized. There are now branches in China, Taiwan and Singapore/Malaysia. Today, Peters and its top brands Elpeguard, Elpepcb, Elpecast and Elespec are represented by strong partners throughout Asia, including India and Korea. This presence plays a key role in ensuring that customers there are supplied smoothly with Peters products and that reliable service is also guaranteed. "Our heart still beats in Kempen, on the Lower Rhine, in Germany, in Europe. But among the worldwide sales locations, the Far East business certainly plays an overriding role alongside the resurgent North American market. We now have an even better standing here with Melvin Sagala and are looking forward to working together," emphasizes Ralf Schwartz.