Success Stories

With Precision to Success: IBAG Finds Representation in Italy

Nov 4, 2025

The IBAG Group is one of the leading manufacturers of high-frequency motor spindles, used in tool and mold making for milling and engraving, dressing, or grinding. S‑GE was able to assist the company in finding a new business partner in Italy.

How important is export for your company?

We are a globally operating family business. In Asia, we have a strong presence with our own company in Taiwan and longstanding representatives in Japan, Korea, and China. Europe is also an important market for us: We have a subsidiary in Germany that not only sells but also produces spindle components. Meanwhile, our company in France not only handles sales but also conducts repair work, including for third-party products, similar to our branch in the USA. Additionally, we cover many markets from Switzerland.

What was your most recent major challenge in export?

We have been aware for some time that we needed to take action in Italy after our longtime partner on-site retired, but we found it somewhat difficult. Italy is an important market for IBAG, especially in the mechanical engineering sector in the north of the country where we have existing clients, but there is still potential beyond that. When we briefly handled the market directly, we immediately felt the challenges: language barriers and price sensitivity. I then took the initiative to pre-evaluate the collaboration with S-GE for a search for business partners.

Personally, it was the first time I dealt with searching for business partners. Due to longstanding relationships with existing representatives, we do not seek new partnerships every day.

What requirements did you have for the new representative?

We were very open on many questions, such as legal form: Currently, we have direct sellers, agents, or distributors. However, motor spindles are a relatively complex product and we have a broad portfolio, so a certain level of technical knowledge is a prerequisite. You cannot simply sell IBAG products from a catalog. As the market is very competitive and the quality differences are significant, it is important for us that our representative can convey Swiss quality. Additionally, good language skills in English or German are important for us.

Even if one has top-quality products, success abroad depends critically on the local representative. With S‑GE, we have a strong partner for global projects, as demonstrated by our search for a local representation.

Heiko Trunz

Key Account Manager, IBAG Group

How did the search for business partners go?

Right from the start, we defined the needs together with Switzerland Global Enterprise. After the first project phase, we received a long list for evaluation, which led to the creation of a shortlist. Then, the employee from S-GE in Milan organized meetings for us, initially online, and later in person. He was present, moderated, provided consulting services, and shared his views on the pros and cons. This was very helpful as he could always explain how things work in the Italian market due to his knowledge.

I liked that we could choose among several candidates. Additionally, the cost-benefit ratio was very good. However, it required some patience. It wasn't immediately clear that we would arrive at this very good solution.

What tipped the scale in favor of your current partner?

In this specific case, we appreciate that the company has a Swiss background and is therefore close to us. The executive team stands for quality and knows how to sell high-quality products in a price-sensitive market. The entire organizational structure matches ours. We have a direct contact person for joint projects, technical experts in the background, and salespeople available.

Geographically, it also fits, with offices in Milan and Genoa. On one hand, they are located in the mentioned industrial region, and on the other, close to the Swiss border. Last but not least, the distributor is well-networked and genuinely interested. They want this partnership not only to boost their reputation but also because they believe it will take the collaboration a step further.

I'm proud of how well the onboarding has worked. I organized a training session, and naturally, we had to hand over existing customers. Our new partner gave us very positive feedback.

What are your plans for the future?

In Italy, it's now about the new partner acquiring new customers and projects. We have decided to exhibit at the BIMU trade fair in Milan for support.

We have also decided to undertake a new project in India with S-GE. If this is successful as well, the collaboration can continue. We have some partners who will retire in the coming years due to age, and we want to be proactive early on.