Wila’s international journey starts in Canada

A new distributor partnership with Canadian SPE will become Wila’s way into Canada. Both parties look forward to working closely together with the common goal of creating the right stainless steel process equipment solutions for Canadian customers in the food industry.

Wila is now well on its way to conquering the international market with a new go-to-market strategy. The first pin in the map is being placed on Canada, but to enter the Canadian market, Wila needed the right distributor. Through its network, Wila quickly spotted the company of Stainless Process Equipment (SPE).

It turned out to be the right match for both parties, who have now signed a cooperation agreement.

“We chose SPE because their customer and product portfolio matches ours. In our industry, it can be difficult to find the right partner because many distributors choose a wide selection in the product range instead of focusing. We deliberately went for a distributor who specialises in stainless steel process equipment for the food industry and thus has the right insight into the market,” says Steen Nordmark, CCO at Wila.

The right match
The new distributor setup is expected to get underway during the month of October. To get off to a good start, SPE’s salespeople need to be trained in Wila’s products to enable them to promote them to their existing customers as well as potential new customers in the market. SPE will thus be the extended arm towards Wila’s Canadian customers.

 “SPE has built its reputation over the almost 30 years of its existence by partnering with worldclass, innovative, food and beverage focused engineered solution providers. Wila fits that mould perfectly and we are proud to have been selected as their 1st North American channel partner,” says Paddy Finnegan, Enterprise Sales Manager at SPE, and he adds:

“We are looking forward to adding value to Wila’s existing North American customers by being an extension of Wila’s service division, and we are excited to introduce the Canadian F&B processors to Wila’s current technology and upcoming product developments to solve their individual process requirements as a standalone component or part of a turnkey solution that Wila, SPE and the customer will develop together. SPE’s organic growth combined with the roster of existing equipment partners and the impressive list of repeat Tier 1 F&B processors should give Wila confidence that their reputation is in good hands.”

Several countries in the pipeline

All products will continue to be manufactured at Wila in Denmark, and though collaboration agreements are entered into with foreign distributors, Wila’s global key accounts will still be handled centrally from the head office.


Wila is also working on entering a number of other countries, where a dialogue is currently taking place with interesting distributors.

“With our new distributor setups, we expect to reach even further. We are now starting to launch our initiatives to see the outcome of our go-to-market strategy,” says Steen Nordmark. Read more about Wila’s go-to-market strategy here.

“At Wila A/S, we have a dedicated and skilled staff who perform all tasks with common sense, great professionalism, pride and expertise.”