Azelis and BASF announce a new distribution agreement in CASE Australia and New Zealand
22 April 2021
Azelis is delighted to announce its new distribution agreement with BASF, effective immediately, for their dispersions, additives, and resins range in Australia and New Zealand (ANZ). These products are commonly used in CASE (coatings, adhesives, sealants, and elastomers) and construction. This partnership strengthens Azelis’ lateral value chain, reinforcing its leading position in the ANZ CASE market.
Highlights & rationale
- Azelis’ technical resources, laboratory service, digitalization investments, and supply chain excellence were key deciding factors in BASF's selection.
- Azelis' commitment to sustainable practices is in line with BASF's vision of combining economic success with environmental protection and social responsibility.
- This partnership builds upon the very successful relationship between BASF and Azelis for the CASE industry in the Americas, in Turkey and some African countries.
- This new mandate is consistent with Azelis' corporate strategy of growing organically with its strategic partners through sales excellence and a strong focus on innovation.
BASF, a leading global company, develops, produces, and markets a comprehensive selection of high-performance, innovative and sustainable solutions. Their dispersions, additives, and resins are used in a wide range of industries including adhesives, architectural coatings, automotive coatings, construction, industrial coatings, nonwovens, printing, and packaging. BASF and Azelis started their partnership for the CASE industry in the USA and Canada, where Azelis demonstrated organic growth driven by sales excellence, technical product expertise, and formulation know-how. Azelis’ application labs have been instrumental in this joint success.
Laurent Nataf, CEO & President Azelis Asia Pacific, comments:
"This partnership is a significant step in our ANZ growth and a great recognition of the dedication and passion we put into the fast development of Azelis in the Asia Pacific region. We have a long-standing relationship for CASE with BASF in the USA, Canada and Mexico, where our sales and lab teams have worked hand in hand to deliver growth. As announced recently, BASF Americas awarded Azelis Americas as the Distributor Team of the Year in the Southwest region for the business of Dispersions and Resins for their outstanding performance. We aim to deliver here in Asia Pacific the same level of commitment and commercial excellence."
Arun Rangaswamy, BASF Industry Manager Resins and Additives Australia, says:
"This collaboration with Azelis in Australia and New Zealand will strengthen our local market penetration by offering focused technical, marketing and sales support.”
Shane Woodward, Azelis Australia New Zealand Commercial Director - Industrial, adds:
"The entire ANZ team is truly excited about this new partnership with BASF. Their range is a great complementary addition to our current portfolio. BASF is a renowned global player that continually invests in the innovation and technical value of its product range, providing us with a broad spectrum of highly performant products. It will enhance our ability to supply innovative and sustainable solutions to improve the surface effect and resistance properties of our customers' formulations."
With more than 60 application laboratories across the world, each dedicated to a specific market segment, Azelis provides technical support to customers and suppliers. Azelis CASE has eight labs, of which two are in ANZ, staffed by skilled industry chemists and formulators. Since the acquisition of Chemcolour in 2016 and CW Pacific in 2020, Azelis has been significantly growing in ANZ thanks to the teams' strong dedication and important mandate wins with strategic principals.