Sirona President visits Australia ahead of changeover

The President of Sirona Dental Systems, Mr Jost Fischer, has visited Australia ahead of the company's move to a direct sales model in May this year.

"I am delighted to be able to coincide my first visit to Australia with this exciting time in Sirona's evolution here," Mr Fischer said. "It is always valuable to see first hand the markets we operate in and Australia and New Zealand have been very good supporters of the Sirona brand over the years.

"I have been fortunate enough to meet several of our customers as well as view the preparations that are well under way for establishing a direct sales channel. I am looking forward to watching the transition and visiting on a more regular basis."

According to Sirona Dental Systems Australasia Managing Director, Mr Tim Carse, the company will base its Sydney operations from new premises in Chatswood. Showrooms will be established here and throughout Australia and New Zealand. It is envisaged that some 50 staff will be employed by June.

Heading up the CEREC division of the business will be Mr Morné Cheetham who will continue to oversee sales and support of the highly successful and innovative 3D CAD/CAM restorative system.

Sirona is one of the world's leading manufacturers of dental equipment. The company produces treatment centres, x-ray and intraoral imaging systems, handpieces and hygiene systems as well as dental CAD/CAM systems for use chairside and in dental laboratories. The company has 14 sites throughout the world with its global headquarters in Bensheim, Germany. Sirona has been pioneering innovative products in the dental industry for more than 125 years and currently employs a staff of 1,600. In the 2003/04 business year, Sirona recorded sales of 320 million euros and an EBITDA of 71 million euros.

Halas Dental in Australia and Shalfoon Dental in New Zealand will continue to sell and service all Sirona products until Sirona Australasia takes over these responsibilities mid-year.