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ICT & Logistiek debut: Newland Discovers the Benelux Market

27.10.2016 Company

Logistiek Totaal, October 2016 issue 

Tekst (Dutch): Erik Kruisselbrink
Translation: Wietske van Breda

On the 2nd and the 3rd of November, Newland will make its debut at the trade show ICT & Logistics in the Jaarbeurs Utrecht. The AIDC-manufacturer is already fairly well known in surrounding countries, but not yet in the Benelux. That needs to change.

Newland EMEA profiles itself as a fast-growing worldwide AIDC-hardware manufacturer of 1D and 2D barcode scanning products. Its productrange exists of OEM scan engines, handheld scanners, stationary scanners, customer information terminals and Android smartphone PDA’s. We are speaking with Area manager Benelux Joeri Vos for a further introduction. “Newland EMEA has a parent company in China. They  are listed on the Shenzhen Stock Exchange and a market player of a considerable size. In 2009 Newland China asked Peter Sliedrecht (CEO) to set up the business in Europe. Currently, there are sales offices in the United States, Taiwan and since six years ago, in Europe with a HQ in Culemborg, the Netherlands.

As regularly happens with worldwide companies, that which is close is often forgotten. As a result, there was less attention in the home market. That now needs to change and that’s why they approached me, a huge challenge that I seized with both hands,” Joeri explains. Subsequently, Joeri Vos joined the Newland team in May of this year.

Sleeping Giant

“The company has been growing immensely in Europe and there is a large potential for our products”, continues Joeri. “The biggest challenge in the Benelux is that – contrary to for example Germany and England – people barely know Newland as a brand, while we are already a serious player in other European countries. That is the reason we are going to ICT & Logistiek. We want to build up brand awareness and show that we are here and ready. Previously I was always on the ICT & Logistiek show with my former employee and it is the show in the Benelux for the products we produce.” Previously Joeri worked as an account manager in South-Holland and Belgium for distributor Duranmatic. “Over the years I have built up a large network. I know the products, the colleagues and competitors, the customers and the market well.”

Value for Money

At the exhibition, Newland wants to show an overview of its fast growing portfolio. “It varies from very simple handheld scanners to industrial tablets, OEM scan engines, a new product line with Android smartphone PDA’s and a new mini kiosk. The biggest difference with other manufacturers is that we provide a high quality product that is useful and affordable for everyone. The distributors of Newland (Duranmatic and POS Company) are responsible for the pre- and aftersales of the Newland portfolio in the Benelux.

N5000 benelux

Niche Markets

“With several products we also focus on niche markets with limited competition”, Joeri continues. “There we serve a piece of the market with clever hardware. For instance, we currently provide the Symphone N5000, a ‘rugged’ Android smartphone, that also has a fast integrated 2D barcode scanner. For this device, we use our own patented scan technology in the phone, a good example of rugged equipment and consumer products growing towards each other.”


ICT & Logistiek will be in the Jaarbeurs Utrecht in Utrecht, the Netherlands, at 2 and 3 November. The trade show is open from 9.30 to 17.00 on both days. Newland can be found on stand 03.D064


Design & development: BuroBureaux