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CellaVision expands sales channels in the US


CellaVision, which develops and sells digital morphology products for the routine analysis of blood and other body fluids, is strengthening its presence in the US by entering an agreement with Beckman Coulter, which is a global manufacturer of healthcare products and is market leading in analyzers for hematology and clinical diagnostics

The agreement gives Beckman Coulter a non-exclusive right to sell CellaVision products in the US.

“We are adding a distributor in order to reach a wider segment of the US market and increase awareness about our products,” says Yvonne Mårtensson, CEO of CellaVision. "By working with well-established distributors in the US together with our own sales organizations in North America we are accelerating market penetration and increasing our chances for a successful strategic expansion into the North American market. A considerable and growing amount of interest is being shown for our products in both US and Canada.

By adding CellaVision’s systems and software to their product offering, Beckman Coulter can enhance their hematology automation solution with automatic image analysis of cells and cell changes. Trends in North America indicate that in addition to the large laboratories, the medium-sized laboratories also have the need to automate the analytical process in order to improve the efficiency and quality of the manual differential review.

North America is one of CellaVision’s major growth markets. Since 2008 CellaVision’s products have been sold in the US by the company’s own sales organization in parallel with the distributor Sysmex America. In Canada the products are sold direct through CellaVision’s own sales organization. The company has identified over 2000 potential laboratory customers in North America.

Under this agreement, effective from January 1st 2010, Beckman Coulter will also sell CellaVision’s products in Latin America, Asia Pacific and parts of Asia including India and China on a non-exclusive basis. CellaVision recognizes these areas as future growth markets.

About Beckman Coulter

Beckman Coulter, Inc., based in Orange County, California, develops, manufactures and markets products that simplify, automate and innovate complex biomedical tests. More than 200,000 Beckman Coulter systems operate in laboratories around the world, supplying critical information for improving patient health and reducing the cost of care. Recurring revenue, consisting of consumable supplies (including reagent test kits), service and operating-type lease payments, represent about 78% of the company’s 2008 revenue of $3.1 billion. For more information, visit

About CellaVision

CellaVision AB develops, markets, and sells market leading image analysis based systems for routine analysis of blood and other body fluids. The company has a core competence in development of software and hardware for automatic image analysis of cells and cell changes for applications in health and medical care. The company develops and markets systems for automatic differentials of white blood cells and red morphology, and software for education and quality assurance of differentials. The company’s associates have expertise in advanced imaging analysis, artificial intelligence, and automated microscopy.

The company headquarters are in Lund, Sweden. The company also has subsidiaries in Florida, USA, Toronto, Canada and Yokohama, Japan. For more information, visit

CellaVision’s share is listed on First North Premier at the OMX Stockholm Stock Exchange. The company’s Certified Advisor is Remium AB.


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