8 March 2022

Private label underpins growth

Polish driveline company IOW Trade launched a successful private label that has attracted a highly committed customer base due to its competitive pricing and reliability. Being part of Driveline Solutions has also helped grow the brand thanks to collaboration and cross-selling of products with other sister companies.


Filling a gap in the market
IOW Trade has been selling and distributing mobile driveline systems, industrial filtration, power hydraulics and industrial drivelines across Eastern and Central Europe for more than 25 years. IOW Group, including IOW Trade, became part of Axel Johnson International in 2017.

Since the company’s early years of operation, focus has been on supplying premium brands across European markets, sourcing products from Germany and Italy. “It soon became apparent that there was a gap in the market since many of our customers asked for good quality products in a lower price range for certain applications.  We needed a complementary private label offering to continue to be a full-scope supplier,” says Jacek.

Revenue growth has accelerated in recent years after the company formed its own private label, Amberline Hydraulics, which supplies hydraulics to original equipment manufacturers (OEMs) across a diverse range of sectors, from mechanical engineering and construction to mining and agriculture.

Supplier base and own testing pivotal
IOW Trade began sourcing products for Amberline Hydraulics about 10 years ago. Karol Staniewski, Division Manager in IOW Trade’s power hydraulic division, has been successful in building a supplier base that now comprises 14 partners.

“The components are sourced from carefully selected partners, which enables us to purchase high quality products at reasonable prices,” says Karol.

The company has also invested in its own testing facility to meet the customers’ demand and ensure quality control.

“The very close relationship to our customers and their feedback about the components has helped us create what we have. Our inhouse testing and product revisions has contributed to cement Amberline’s reputation as a leading brand,” adds Karol.

Following the support from Axel Johnson International in auditing the group’s suppliers, IOW Trade’s suppliers have invested heavily in their facilities and the quality of products is improving even further.

A relationship that helps further growth
Establishing business relationships with sister companies has enabled the company to reach new markets in e.g. the UK, the Czech Republic, Bulgaria and across the Nordics. “Collaboration and cross-selling across the business group will help keep the brand growing,” Jacek concludes.

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