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Basta Brand Not Stopped in Denmark

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VEENENDAAL, The Netherlands – Last Thursday Bike Europe reported on the ‘One brand, One company’ strategy from Axa Stenman and that this made the company to stop its Basta brand. That’s not entirely correct, notes Axa Stenman.

Basta Brand Not Stopped in Denmark
Harry Smeets (47); new MD of component maker Axa Stenman Group BV.

The Basta branded bicycle lighting products are not stopped all over the world. Exceptions are made on the ‘One brand, One company’ strategy for markets where the Basta brand has a strong presence. That’s in particular the case on Basta’s home market Denmark.

New MD

Other news from component maker Axa Stenman Group BV is that it has appointed a new MD. It’s Harry Smeets (47). He succeeds Peter van Vlijmen who left Axa on April 1. Harry Smeets studied International Business and business economics. He has a background in managing bigger companies as well as running his own businesses.

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