Realising new growth opportunities through cross-selling

Operating in niches with significant unmet medical needs, a fundamental driver of growth is making treatments and products accessible to veterinarians and pet owners. By bringing entrepreneurial businesses together and giving them access to Vimian’s global distribution network in over 80 markets, innovative offerings are made accessible in more geographies and channels, realising new growth opportunities. Cross-sales is a core strategic focus area for Vimian’s Specialty Pharma segment.

Built on a foundation of >20 acquisitions, Vimian’s Specialty Pharma segment strategically integrates newly acquired products and capabilities into its established infrastructure. One example is within dermatology and specialised nutrition, products from acquired businesses ICF/DRN and Dermoscent were onboarded to the segment’s global distribution network. By leveraging Specialty Pharma’s local sales forces, products could move from distributors to direct sales, increasing both revenue and margin.

Transitioning from a third-party distributor to direct sales in countries where we already have infrastructure in place, like offices, distribution, partners and a sales force reduces costs and allows Vimian to offer competitive pricing while retaining higher profitability. Expanding into new channels in local markets, such as online platforms and retail outlets, further amplifies market reach.

Per end of September 2024, Vimian’s Specialty Pharma segment delivered 12 per cent organic growth with one third of the growth generated through its 15 cross-sales initiatives covering 12 markets.

Benefits beyond profitability

Cross-selling is more than a commercial strategy — it is central to Vimian’s mission of fostering a culture of synergy realisation across its global network. Cross-selling initiatives foster collaboration and knowledge-sharing between local teams and segment leadership. In France, for example, targeted cross-selling efforts led to Nextmune France (previously Dermoscent) becoming a recognised leader in dermatology and allergy, demonstrating how such strategies not only boost sales but also enhance brand equity and market relevance.

Through cross-selling, Vimian ensures its segments can build scalable, profitable operations while creating stronger relationships with veterinarians, pet specialty retailers, and pet owners.