Sinoboom BV launches major distribution expansion

By Leila Steed18 November 2022

Sinoboom BV’s General Manager José Peña (left) and Erik Greene of EG Equipment Sinoboom BV’s General Manager José Peña (left) and Erik Greene of EG Equipment. (Photo: Sinoboom)

Europe-based access equipment manufacturer Sinoboom BV has announced a major expansion of both its sales team and network operations, following two and half years of rapid growth.

The company, which is aiming to sustain and build on this growth over the coming years, has appointed newly established firm EG Equipment to oversee and drive equipment sales in nine European countries.

EG Equipment is an independent company which Sinoboom BV has appointed to sell its products in certain countries. It was created by Erik Geene, who was formerly Sinoboom BV’s Vice President of Business Development.

Greene, who will now manage EG Equipment, said, “Three years ago, Sinoboom’s group CEO, Susan Xu, and Tim Whiteman, the then CEO of Sinoboom BV, asked me to develop the distribution network for the larger regions and Key Accounts in Europe.

“That structure is now in place and I am proud to pass this to Sinoboom BV’s General Manager José Peña.

“I want to thank Sinoboom for giving me the opportunity to turn my full attention to the smaller regions within Europe which will allow me to build up the support and sales networks they need”.

José Peña, Sinoboom BV General Manager, added, “Erik’s many years of experience in the industry, and 6 years with Sinoboom products, make him the ideal person to lead this push for excellence across Europe.”

Sinoboom BV has also made a number of appointments within its sales division. The company has named Sergio Cerdans as its Regional Manager for Spain and Portugal, and appointed Ronald Donders as its Trade Finance Manager.

Donders, who will assist in the provision of the best possible financial terms and conditions for the company’s customer base, said, “I met many of our customers during Bauma Munich and am convinced we can bring innovative and flexible solutions to their financial challenges.” 

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