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Vent-Axia moves into air-conditioning

Vent-Axia, the ventilation manufacturer, is entering the air- conditioning market. The company is hoping to steal a march on Daikin and Mitsubishi Electric by partnering with Samsung, the global electronics company. The alliance, which will be marketed as Vent-Axia Samsung Air-conditioning, will see Vent-Axia selling Samsung’s splits and VRF systems via its sales and marketing projects division. Vent-Axia will also provide logistics, distribution, technical and application support from its Nottingham and Dudley offices. Samsung will provide technical and service support. Samsung has offered air conditioning products and solutions for a number of years, but is considered a small player in the standard splits and VRF markets. Vent-Axia, which has been offering ventilation products and systems since 1936, is considered to be one of the key players in its sector. David Garwood, author of BSRIA’s UK air conditioning reports, said it was possible to make inroads into the saturated air conditioning market. “If a company wishes to successfully penetrate the market they will have to provide full warranties, spare parts, technical support, back-up and after sales services. It is no good providing an air-conditioning solution which consists of just installing the products and forgetting about them,” he said. “Many contractors are very conservative and will be loyal to the brands that they already install. New entrants will need to differentiate themselves from the competition and persuade these contractors to give them a try. Offering these [value added] services could be a way to do this.” He added: “New entrants will also need to fully understand their market and the end users’ needs. They also need to understand what is driving the market at the moment, things like the replacement of installed systems containing R22 refrigerant with R410A.”