Selling through distributors, not around them
A manufacturer’s international site that sends buyers to local retailers where distributors sell, shows only the right electrical model for each country, and makes technical ranges easy to understand.
A brand competing with its own resellers
MAXVAC makes industrial vacuums, dust extractors and air purifiers, sold through distributors in the UK, Germany, the Netherlands and across Europe. A brand site showing its own prices in those countries would undercut the partners who sell for it.
Its machines also differ by country: the same model comes in different voltages and plugs, so a buyer who picks the wrong one ends up with equipment that will not run on their site.
Each country decides how a product is sold
The site checks which country a visitor is shopping in and changes how they buy: retailer links and no price where distributors sell, buying direct elsewhere, and an enquiry or demo request when neither is possible.
The team adds retailers to each product along with the countries they cover. The same country setting decides which models a visitor sees, so each country only gets the ones built for its voltage.
Six decisions that shaped the build
Send buyers to retailers, not past them
Where distributors sell, the product page hides the price and shows the local retailers stocking it. A Become a Stockist button beside them turns the same page into partner recruitment.
Every product has a next step
Where no retailer covers a country, or a product cannot be bought directly, buyers can send an enquiry, or book a demo on products that suit one.
The right model in every country and language
Buyers only see the voltage and plug options built for their country, and the site recognises that choice in English, Dutch and German, so it works in every language.
A store finder that knows who delivers
Stockists are found by distance, product type and country, and a retailer that delivers online to a buyer’s country counts even if it is nowhere nearby.
A large catalogue sorted by the job
The vacuums overview sorts a large range by the job, from explosive dust to oil and metal shavings, and the explosive-dust page explains the safety rules before any model.
Catalogues that are never out of date
Distributors can download a branded PDF catalogue of any range, built on the spot from the live product list, with a QR code linking back to the range online.
Technology page and product detail
A brand site its distributors can trust
In countries with distributors, buyers are handed to the retailers who stock each product, and new partners have a way to sign up from the same page.
Each country sees only the models built for it, and every product ends in a way to buy, enquire or book a demo.
Trade-offs
Hiding prices where distributors sell keeps partners on side, but the brand site no longer makes those sales itself. The sale goes to a partner.
What I would do differently
I would let distributors keep their own product links and coverage up to date, rather than the team managing every retailer by hand.
Dust Arrest Selling through distributors, not around them
A manufacturer’s international site that sends buyers to local retailers where distributors sell, shows only the right electrical model for each country, and makes technical ranges easy to understand.
A brand competing with its own resellers
MAXVAC makes industrial vacuums, dust extractors and air purifiers, sold through distributors in the UK, Germany, the Netherlands and across Europe. A brand site showing its own prices in those countries would undercut the partners who sell for it.
Its machines also differ by country: the same model comes in different voltages and plugs, so a buyer who picks the wrong one ends up with equipment that will not run on their site.
Each country decides how a product is sold
The site checks which country a visitor is shopping in and changes how they buy: retailer links and no price where distributors sell, buying direct elsewhere, and an enquiry or demo request when neither is possible.
The team adds retailers to each product along with the countries they cover. The same country setting decides which models a visitor sees, so each country only gets the ones built for its voltage.
Six decisions that shaped the build
Send buyers to retailers, not past them
Where distributors sell, the product page hides the price and shows the local retailers stocking it. A Become a Stockist button beside them turns the same page into partner recruitment.
Every product has a next step
Where no retailer covers a country, or a product cannot be bought directly, buyers can send an enquiry, or book a demo on products that suit one.
The right model in every country and language
Buyers only see the voltage and plug options built for their country, and the site recognises that choice in English, Dutch and German, so it works in every language.
A store finder that knows who delivers
Stockists are found by distance, product type and country, and a retailer that delivers online to a buyer’s country counts even if it is nowhere nearby.
A large catalogue sorted by the job
The vacuums overview sorts a large range by the job, from explosive dust to oil and metal shavings, and the explosive-dust page explains the safety rules before any model.
Catalogues that are never out of date
Distributors can download a branded PDF catalogue of any range, built on the spot from the live product list, with a QR code linking back to the range online.
Technology page and product detail
A brand site its distributors can trust
In countries with distributors, buyers are handed to the retailers who stock each product, and new partners have a way to sign up from the same page.
Each country sees only the models built for it, and every product ends in a way to buy, enquire or book a demo.
Trade-offs
Hiding prices where distributors sell keeps partners on side, but the brand site no longer makes those sales itself. The sale goes to a partner.
What I would do differently
I would let distributors keep their own product links and coverage up to date, rather than the team managing every retailer by hand.