Rhino Board

Worldwide distribution from the heart of Europe 

Rhino Board specialises in supplying the water jet cutting sector with strong, lightweight backing boards. These provide a smooth and stable surface on which water jet operators can firmly fix materials such as metal and acrylic for accurate cutting.  As International Sales Agent for Rhino Board, Rob Collins explains: “Water jet cutting technology has many uses but it has a particular application in the automotive and aerospace industries where very accurate cutting of complex, thin shapes to precise measurements is crucial.”

Now, to service their expanding international customer base, Rhino Board has outsourced its logistics to Intervracht Nederland BV.  As Rob observes: “The Netherlands is now the centre for all of Rhino Board’s worldwide sales, outside of our traditional NAFTA market.  In just the last month the distribution centre in Duiven has fulfilled orders from the UK, Germany and Norway, and we expect that it will soon be exporting goods to India, South Africa, Poland and even Australia.”

Geography is important

The vast majority of water jet cutting machines outside North America are in the industrial areas of Western Europe, predominately in Germany, the Netherlands, France and the UK. So, as Rob explains: “I did consider other locations for warehousing but, on balance, the Netherlands was the best option. Frankfurt was more expensive; the UK was cheaper in terms of storage and goods handling but the Netherlands won hands down on transportation costs.”

Local expertise and cultural fit are crucial

However, there was more to the decision than simple geography. Local expertise in the Netherlands was an important factor. “The Dutch understand all the processes involved in complex logistics,” says Rob, “and they speak English extremely well (in addition to many other languages). European harmonisation is also a big competitive advantage as it means I don’t have to worry about lots of complicated export documents.”

Rob also believes that the Dutch and the British are a good cultural match. “I have found doing business in the Netherlands very straightforward,” he observes, “it’s not just that they speak English, there is a natural affinity between the British and the Dutch – we have the same dry sense of humour and we get along well together.”

The location decision is neatly summarised by Rob: “You throw a dart at a map and you come to the same conclusion as so many other people. The Netherlands is the perfect location for warehousing large stocks of goods and splitting them down into smaller units for re-distribution.”

Pragmatic business support

Rhino Board chose to work with the NFIA and the Holland International Distribution Council (HIDC) to establish its distribution centre. “I was doing all my own research into distribution and logistics,” Rob recalls, “I was talking to very big, major players in the distribution field but the NFIA and the HIDC opened-up the possibility of using smaller companies. I found that I could deal with them and that they were more suitable to my business. They emailed me everything I needed to make contact with four potential logistics partners.”

“The NFIA and the HIDC were also very helpful at answering my very specific questions, for example, on Dutch VAT legislation” continues Rob, “and generally, they have triggered my thinking, made decision making quicker and saved me some expensive legal advice.”

By working together, the NFIA and the HIDC can deliver real competitive advantage.  As Rob comments:  “I have dealt with lots of international trade bodies and have found that many don’t connect with real business needs. However, I am full of praise for the NFIA and the HIDC because they provide a fantastic service. They also saved me time and reduced my start-up costs. They help you to find your way around the jigsaw puzzle and they apply their knowledge in a very pragmatic way – it’s really very impressive.”