Roxul Asia is the Asian subsidiary of Rockwool Group. We used DI-Asia Base’s OMIC solution to establish our first local presence in China. During the two-year stay we gathered useful intelligence about the Chinese market for insulation products. We also used the time at OMIC to learn to work in the Chinese culture, as persons as well as a corporation.

The OMIC business support functions covered a wide array of interests for Roxul and helped us to minimize the risks related to entry on the Chinese market. We found OMIC to be a recommendable way to clarify the requirements for our further investment and engagement in China. After exiting OMIC, Roxul has now established our own sales office in Shanghai together with a number of sister companies from the Rockwool Group.