Sponsoring of top riders and teams, official partnerships in competition help to build strong brand awareness. Putoline sells its products to more than 15 countries, of which England is the main country followed by Spain and Portugal. Besides these countries there is export to Germany, France, Belgium, Poland, Norway, Sweden, South Africa, New Zeeland, Singapore, Japan, Brazil and Venezuela.
Luc Niessen, managing director of Socaz International, explains that Putoline is a strong brand that perfectly complements Kroon-Oil’s current product offering. Kroon-Oil is predominately focused on automotive lubricants, while Putoline is focused on motorcycle lubricants.
Socaz International B.V. is an independent – internationally operating - lubricating holding company, with its head office in the Netherlands. The Company owns a lubricants manufacturing company, Smeermiddelen Industrie “De Oliebron” B.V. (“De Oliebron”), and a branded-lubricants sales and marketing company, Kroon-Oil B.V. (“Kroon-Oil”). De Oliebron is a lubricant manufacturer with core activity blending of lubricant oils. De Oliebron has a total of almost 700 active lube oil formulations in its systems and over 18,000 grade-pack combinations. Kroon-Oil is a pure finished lubricant sales and marketing organization, which has outsourced all production to De Oliebron. Kroon-Oil sells a broad assortment of lubricating oils, greases and car care products under the brand name “Kroon-Oil”. Socaz realized sales in excess of € 70 million in 2007.
In 2006 Socaz International was acquired through a management buyout from Royal Dutch Shell by Gilde Equity Management Benelux and management.