Precision in Every Drop

“Japan doesn’t just reward quality. It rewards credibility. You have to show up, again and again. Not just with a good product, but with consistency and respect. When that trust finally comes, it’s worth everything.”

Daniel Ueltzhöffer, Global Sales Director Foodservice at Aclaris

From Household to Hospitality: Innovation with Impact

Originally rooted in the home appliance market, Aclaris built its reputation with in-tank water softening solutions for automatic coffee machines. Over time, the company expanded into the food service industry, developing a wide portfolio for professional equipment – from espresso machines and vending systems to dishwashers and steam ovens.

What sets Aclaris apart is its approach to mineralization. While most systems use mineral stones, Aclaris applies a unique dosing principle using soluble mineral salts. This allows for consistent and adjustable enrichment of water with calcium, magnesium, sodium, or potassium – depending on the desired effect.

In Japan, this innovation addressed a unique challenge. While local tap water is clean and safe, it is often too soft for optimal brewing. “There are places where you have to reduce hardness. In Japan, we sometimes have to add it,” explains Daniel. “We saw an opportunity to turn good water into perfect water, tailored for every application.”

Finding the Right Fit with the Right Support

While the product fit was clear, the path into the market was not. Japanese business culture is known for being formal, conservative, and highly relationship-driven. Without a local network or trusted introductions, Aclaris knew that progress would be slow – if not impossible.

This is where Switzerland Global Enterprise (S-GE) stepped in. The team at the Swiss Business Hub Japan worked closely with Aclaris to align on goals, identify the right partner profiles, and arrange targeted meetings.

“It wasn’t just a list of cold contacts,” Daniel recalls. “S-GE really took the time to understand what we were looking for and introduced us to distributors who matched our values and ambitions.”

One of those introductions turned into a long-term relationship. Today, the distributor not only includes Aclaris solutions in its own product range, but recently dedicated a full trade fair booth exclusively to the Swiss brand – independently funded and fully staffed.

“For me, that was the moment I knew we had made it,” says Daniel. “In Japan, when your partner sets up a stand with your logo and product line and does it with pride, that’s the ultimate sign of trust.”

Navigating Culture and Compliance

Of course, the journey wasn’t without its challenges. Aclaris quickly had to adapt to the Japanese way of doing business – from learning how to properly exchange business cards to understanding complex hierarchies and long decision-making cycles.

“Everything is more formal. A handshake means a lot. And trust is something you earn, not something you bring,” Daniel notes.

Beyond cultural nuances, Aclaris also faced regulatory barriers – particularly around product certification, filtration standards, and after-sales logistics. Here again, the local expertise of S-GE’s advisors helped the team avoid early missteps and gain clarity.

From a First Footstep to a Growing Footprint

Since entering Japan, Aclaris has become a trusted name in a market known for being hard to crack. And the lessons learned are already shaping how the company approaches other Asia-Pacific countries.

“Working with S-GE gave us more than access. It gave us context,” Daniel says. “They weren’t just promoters. They were partners – neutral, supportive, and always focused on the right fit.”

His advice to other Swiss firms thinking about international expansion?
“Don’t be afraid of complexity. Don’t wait until everything is perfect. Especially in Asia, Swiss quality is respected – but you need local bridges.”