Key facts in numbers 

• 20+ years in the Japanese market 
• 75 potential partner companies screened
• 48 qualified for long list; 12 shortlisted
• 7 meetings arranged with vetted targets
• 1 new strategic partner secured
• Sales increase following price review with longstanding partner

 

Rebuilding presence after a decade of declining sales

Bolon, a Swedish design flooring company, has operated in Japan for more than two decades. However, sales had been declining for over 10 years and dropped sharply after the pandemic due to limited communication with its long-time distributor and an outdated understanding of the market. This exposed a need for stronger local engagement and renewed focus on B2B operations.

To secure sustainable growth, Bolon partnered with Business Sweden in 2024 to redefine its Japan strategy and broaden its network of local partners.

 

A structured partner search guided by market insights

Business Sweden supported Bolon by developing an ideal partner profile and conducting a structured partner search, informed by updated insights into Japan’s market logic, value chain dynamics, and sales processes. These insights helped shape an effective market approach and ensured that only the most relevant candidates were advanced.

After thorough screening and outreach, Bolon met with seven vetted potential partners. Following thorough evaluation, the company selected a leading Japanese interior products firm as its new strategic partner. The new partner later visited Stockholm for factory tours, Classified as Internal pricing negotiations, and to align on packaging and labelling requirements needed to meet Japanese regulatory standards.

 

Strengthening relationships with existing partners

The project also helped Bolon revitalise its relationship with its long-time Japanese partner. With new insights and renewed engagement, the partner visited Sweden for the first time in many years, leading to a stronger commercial dialogue and a significant sales increase in the following months.

For the first time, I truly understood the Japanese market and our industry there. Business
Sweden’s guidance through every step, from analysis to partner meetings, was invaluable. Anders Nilsson, Global Sales Director, Bolon

With both a revitalised existing partner and a new strategic collaboration, Bolon expects its sales in Japan to rebound to levels last seen a decade ago — all within just one year.

 

Challenge

Bolon faced declining sales and needed renewed market understanding and stronger B2B
engagement to regain competitiveness in Japan.

Solution

Business Sweden delivered market insights, competitor analysis, an ideal partner profile,
and a structured partner search, including screening, outreach, and meeting facilitation.

Result

Bolon secured a new strategic partner and revitalised its relationship with its long-time
distributor, leading to immediate sales growth.

Value impact

Bolon gained an updated understanding of market dynamics, strengthened its partner
ecosystem, and is now positioned for rapid sales recovery and long-term growth in Japan.

 

Services delivered
  • Market information and insights into the construction and carpeting value chain 
  • Competitor analysis and brand/marketing overview 
  • Development of an ideal partner profile Classified as Internal
  • Identification, screening, and evaluation of potential partners
  • Outreach, interest assessment, and meeting arrangements