On the 1st, Dentis Co., Ltd. signed a strategic memorandum of understanding (MOU) with INFINIUM, a U.S. company specializing in operating room equipment solutions.
Infinium, a global operating room equipment company founded in 1991, has partners in 87 countries and has been supplying Dentis's 'LUVIS' surgical light to the US since 2016. Dentis' surgical table 'LUVIS ST500' received FDA (US Food and Drug Administration) approval in January of last year and also obtained European CE certification, demonstrating its superior technology. Through this MOU, the two companies plan to fully supply operating room solutions combining surgical tables and surgical lights to the US market and strengthen their strategic cooperation to increase brand awareness.
Dentis plans to establish joint sales goals with Infinium and launch an aggressive sales and marketing campaign in the US market. To achieve this, the company is directly investing in product supply, customer service (CS), technical support, and marketing, targeting $11.25 million in operating room solution sales over a three-year period from 2025 to 2027.
Through this agreement, Dentis will move beyond its traditional supplier-buyer relationship and pursue a strategy called the "Global Team Rubis Project" to achieve shared goals and generate profits. The company plans to expand its existing surgical light brand, "Ruvis," into a total operating room solution and increase market awareness through its new brand strategy, "Ruvis Medical Systems."
Starting this year, Dentis plans to establish a comprehensive investment and sales marketing strategy targeting key global markets, including North America, Europe, Asia Pacific, Latin America, the Middle East, and Africa, with a focus on the U.S., Europe, China, India, and Japan. The strategy will focus on establishing strong partnerships and focusing on local markets.
A Dentis official said, “We expect to create strong synergy through cooperation with major global partners through the Global Team Rubis Project, and we will create a turning point for Rubis to grow into a global medical brand by expanding our market share in the world’s top five markets.” He added, “The US market is the starting point of our global project and the most important market for our medical business division, and we will actively invest and demonstrate our presence this year through cooperation with Infinium.”
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