Sinoboom gears up for continuing rapid growth

For Chinese EWP manufacturer, Sinoboom, rapid growth has been the story of the last two and half years at in Europe and the company is now adding staff and resources to ensure that this trend will continue as planned into the coming years.

A new company, EG Equipment, will take responsibility for driving sales in 12 smaller countries across Europe. The company is led by Erik Geene who moves from his existing role of VP Business Development at Sinoboom BV to start the new operation.

Geene 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, general manager of Sinoboom BV said, “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.”

At the same time Sinoboom announces the appointment of Sergio Cerdans as regional manager for Spain and Portugal. Sergio has over 20 years of experience in the MEWP market, originally with one of Spain’s leading rental companies before becoming involved in MEWP sales. He said,“I’m excited by the quality of the Sinoboom products and very happy to join the team at this time of rapid growth.”

Sinoboom has also added Ronald Donders as trade finance manager to assist in the provision of the best possible financial terms and conditions for its rapidly growing customer base. Ronald is based in Sinoboom’s Ridderkerk office just south of Rotterdam, and brings many years of experience in interim credit risk management to the position, “I met many of our customers during Bauma, Munich and am convinced we can bring innovative and flexible solutions to their financial challenges,” said Donders.