Brulin & Co., Inc. has successfully completed its sixth year in national distribution. Protected and selective territories, training that makes it easier to learn and present products and simpler, customer-focused solutions have allowed Brulin to develop strong distributor partnerships.

Until six years ago, Brulin only sold products directly to end users. In 2000, the family-owned manufacturer of branded chemicals changed their marketing focus to incorporate distribution. As customers began moving toward the consolidation of purchases, the market shifted to distribution. With the addition of Louis Amici, Vice President of Marketing and John Ward, Director of Sales, the company restructured their sales techniques to establish a successful network with over 60 distributors.

“Brulin has been successful because of the mutual trust developed through selective distribution relationships,” Amici said. “We partner with distributors to help grow business by focusing on training and working with distributor sales people.”

As a distributor partner, Brulin offers protected and selective territories eliminating distributor competition within those areas. The partnerships between Brulin and its distributors are complimentary. Combining Brulin’s product and industry knowledge and distributor’s sales skills, the partnerships offer advantages to both entities. Brulin offers a national brand with an experienced sales force, combined with cutting-edge product technology and processes that minimize transactional cost. Brulin’s value-added programs fill end market gaps for distributors looking to grow in markets such as health care, industrial and animal care.