Sirona strengthens its position in Chinese dental market

Nov. 16, 2004
Takeover of treatment centers manufacturer, subsidiary set up in Foshan.

Sirona, one of the world's leading manufacturers of dental equipment, is strengthening its position in China by taking over the HTC Hipwo Group and setting up Sirona Dental Systems Foshan Co. Ltd. HTC is one of China's three largest suppliers of
treatment centers and will be integrated into the newly-founded company.

The enterprise, headquartered in Foshan, about 70 kilometers to the north of Hong Kong, has around 170 employees. "Taking over HTC and establishing Sirona Dental Systems Foshan are important steps for Sirona in its efforts to shape this highly promising growth market. A strong presence in China enables us to better satisfy the needs and desires of our customers in Asia and tap into new markets", states Dr. Lothar Groener, Sirona Vice President Treatment Centers Division.

Already in 1998 Sirona opened a representative office in Beijing. Over the past few years Sirona has positioned itself within the Chinese dental market as the state-of-the-art equipment supplier for larger clinics and modern private practices. With the acquisition of HTC, Sirona is now able to service the largest market segment in China.

Sirona will be supporting its customers in this basic segment, in which equipment and quality have a balanced price/performance ratio. China is one of the strongest growth markets, particularly for treatment centers worldwide. Over the past few years, sales have grown by an average of 20 percent.

The new CEO of Sirona Dental Systems Foshan Co. Ltd. Stevan Petrovic is 39 years old and has extensive experience in the Chinese market; he has been living in China since 1998, holding CEO positions in high-tech companies.