By Veronica Vivier, from Nuwkem Hygiene

Growth is often associated with building more, hiring more and investing more. Yet some of the most successful businesses don’t grow by trying to do everything themselves, but by recognising where collaboration can create greater value. As the co-owner of South African washroom hygiene supplier Nuwkem, strategic partnerships have been one of the most effective tools in supporting sustainable business growth. 

 

One thing I have learned is that businesses don’t grow in isolation; they grow through relationships, customers and suppliers and everything in between. The goal isn’t to build the biggest network; it’s to build the right one, where everyone brings their strengths.

 

Among the biggest challenges facing business leaders is deciding when to build capabilities internally and when to seek support from external partners. For me, the answer lies in paying close attention to what the business itself requires at any given stage of its development. It all depends on what the business needs. I firmly believe that the business will tell you when it requires something, and you need to be attuned to where it is taking you.

 

Rather than forcing expansion plans based on personal ambition, I believe leaders should remain responsive to genuine business needs: I know it’s time for a partnership when growth is constrained by something we can’t build fast enough or cost effectively in-house. I ask where we create most value and where a partner is stronger.

 

This philosophy has shaped Nuwkem’s own growth strategy. While the company focuses on product quality and supply reliability, it works with partners that can provide installation services, maintenance expertise and regional reach. This allows the business to grow without compromising the areas in which it delivers the greatest value.

 

In my view, successful partnerships depend far more on alignment than convenience. A potential partner may have impressive capabilities, but if their values and service standards do not align with those of Nuwkem, the relationship is unlikely to succeed in the long term. For Nuwkem, this assessment begins with quality.  

 

We look for organisations that believe in the products and services they provide, stand behind their work and share a commitment to customer satisfaction. Equally important is finding partners that possess capabilities, expertise or market access that complement the company’s own strengths. However, protecting brand reputation remains paramount.

 

For women entrepreneurs building a reputation in competitive markets, this desire to guard brand integrity is an important consideration. Partnerships should enhance a business’s position rather than dilute it. Once the right partner has been identified, attention must turn to integration and communication.  Many partnerships succeed or fail based on the quality of relationship management after the agreement has been signed.

 

Once we have chosen to work together, we focus on clarity and clear communication, setting expectations early, explaining how we will work together and keeping a steady rhythm of check-in visits and support.

 

Product training and ongoing support form a key part of a partnership strategy. The objective is not to create identical organisational cultures, but to ensure that customers receive a consistent level of service regardless of which organisation they interact with.

 

One of the most compelling advantages of strategic partnerships is their ability to overcome traditional barriers to expansion. Accessing new markets, establishing regional operations and building service infrastructure often requires significant capital investment. For many growing businesses, those costs can limit growth opportunities. I believe partnerships offer a practical alternative, allowing businesses to scale without capital outlay of building multiple branches and hiring service staff.

 

I see opportunities for partnerships to create broader societal benefits. In the washroom hygiene sector, stronger collaboration between government and private enterprise could also help improve public access to essential hygiene facilities.  The private sector has the know-how, government has the reach and the standards and if the two work together properly, I believe we can make sure those basic essentials in public washrooms are a standard, not a luxury.

 

Nuwkem has expanded its footprint across Africa by working with partners that specialise in servicing and maintaining washroom hygiene dispensers and that already have extensive geographical coverage. Rather than duplicating existing infrastructure, the company has focused on building strong relationships that created more value. This approach demonstrates how businesses can achieve broader market reach while maintaining financial discipline, a lesson that is particularly relevant in uncertain economic conditions.

 

My advice to fellow women business leaders is grounded in practical experience: listen to what your business needs, protect your standards and choose partners who share your commitment to delivering value. When those elements come together, partnerships become a truly powerful catalyst for sustainable growth.