Restart Under High Pressure
Interview with Torben Bech, CEO of DYNAJET A/S
When URACA GmbH announced the closure of its subsidiary DYNAJET GmbH, the end seemed sealed for the 25-year-old brand. But then came Torben Bech. The Danish engineer and entrepreneur took over the company in June, relocated it to Denmark, and created a completely new organization within a few months. Today, DYNAJET A/S produces high-pressure cleaners for customers worldwide - with renewed momentum and clear ambitions.
The rescue came through a long-time DYNAJET dealer who contacted Torben Bech. "He was sad that DYNAJET was supposed to close. He has many customers who use DYNAJET products and really wanted to preserve the brand," recalls the managing director and co-owner. Together they decided to take over. In May the deal with URACA was sealed, and in June the big move began. "URACA had already laid off all the employees, so we took over the company without any staff or building," says Torben Bech. Since then, everything has moved very quickly: The approximately 20-member team is established, production is up and running, and orders are going out daily. An experienced technical director even moved from Germany to Denmark to secure the valuable expertise.
Regaining Trust
The biggest challenge, however, was not logistical in nature, but rather the restoration of trust. "Understandably, there were uncertainties among customers and the team during the transition phase before our takeover. Therefore, our focus is clearly on building trust and ensuring the usual DYNAJET quality in all areas," says Torben Bech openly. A strategic realignment supports this goal: DYNAJET is now consistently relying on indirect sales through its dealer network. "We have clearly defined our sales strategy - we direct all customer inquiries straight to our partners. This strengthens our dealers and avoids any competition. This clear division of roles creates trust and enables us to grow together with our partners," emphasizes the CEO.
Robust Technology for Demanding Tasks
DYNAJET produces electric, diesel, and gasoline-powered mobile high-pressure cleaners for removing graffiti, cleaning ships, construction sites, or agriculture. The machines are designed for durability. "We just bought back a 24-year-old device that is still running. Our products are not disposable machines, but are robustly constructed with high-quality components from recognized, leading manufacturers," explains Torben Bech proudly. The consistent selection of top-class components ensures maximum DYNAJET reliability.
Ambitious Goals
By 2026, the company plans to launch a new dealer platform with a transparent pricing structure and direct access to all relevant information. Product developments are also on the agenda. Geographically, Europe remains the main market, but the Middle East and Asia also offer potential. "We have the ambitious goal to quadruple our sales in five years," says Torben Bech.