Lozeman Import demonstrates Orec machines at customer site

With slope mowers, flail mowers, garden tillers, walk-behind mowers and rough-terrain walk-behind mowers, the brand is very popular with landscapers.

"Eighty percent of our Orec clientele consists of gardeners," says Gerben Lozeman, third-generation business manager of the family-owned company in the Netherlands. Founded by his grandfather in 1952, the company represents numerous major brands in the Netherlands, Belgium and Germany. Ferrari, Gianni Ferrari and Grashopper are some of the brands sold through a large dealer network - some of them also in our country.
The Japanese brand Orec, which made the move to Europe in the eighties, has been represented by Lozeman in the Netherlands for almost thirty years. The manager did not have to think long, when the Japanese company knocked on the door asking if he would also take care of sales in Belgium. This position had become vacant after the paths of EuroGarden and Orec separated.
Rough terrains

"We see a lot of opportunities in Flanders and Wallonia," Lozeman says. "Belgium is a bit more rural than the Netherlands, after all, and has more wild nature." It is precisely these rougher soils where Orec's light and robust mowers come into their own. The mowers are commonly used to cut steep slopes, fallow land or tall grass. Orec's product line includes walking models such as ramp mowers, rough terrain mowers, flail mowers and bagged lawn mowers. In addition, Orec has a wide range of riding mowers for rough terrain. Although gardeners are the main target group, the mowers are also used in fruit and vegetable farms. The machines are available in different series. 

Pioneer garden machinery

"Orec is the cream of the crop," Lozeman begins his praise of the machines. "For example, they pioneered their two-wheel flail mower. That was developed by Orec and then served as an example for other makers of garden machinery. They are really at the forefront of innovation and spend a lot of time and attention on improvements to the range." 

As part of the rebranding, in which Orec wants to emphasize its connection with nature, the machines will be in the green color starting this year. Previously, the machines were marketed in red colors. 

Existing dealer network

Lozeman says he intends to use the existing dealer network in Belgium to sell the garden machines. "The existing dealers have invested a lot of time and energy in building brand awareness of Orec. They have the knowledge and spare parts in house, and are in contact with potential customers. But dealers of our other brands in Belgium are also eligible."

However, the new importer does bring new accents to the sales strategy. Whereas it previously focused primarily on walk-behind mowers, Lozeman wants to highlight rough-terrain mowers and ramp mowers as well. In doing so, it offers demonstration support to dealers. "That way, dealers who do not have such a machine in stock can still meet customer demand. We can go to the customer together with a demo machine in case of interest," Gerben explains.

Until the dealer network is formalized in Belgium, gardeners and sellers of garden machinery can purchase the machines or request a demonstration through the specialist trade