Press release

Morita in Europe expands board
and increases sales activities
Dietzenbach, Germany, January 2024. J. MORITA EUROPE GMBH is starting
the year with a targeted optimization of its organization structure byintroducing a dual management team in sales and expanding the Management
Board. These proactive steps are intended to strengthen the proximity to thecustomer and furthermore develop the position of MORITA as a valuable
partner. Sven Kölsch, previously Senior Market Development Manager Small
Equipment, will become the second Director of Sales and will assume central
management responsibilities in the Management Board together with MarkusOtto, Markus Pein and Jürgen R. Fleer.

With effect from 1 January, 2024, J. MORITA EUROPE GMBH has expanded its
Management Board to four members. Sven Kölsch, Senior Market Development
Manager Small Equipment at MORITA, since 2021, strengthens the management
team as the second Director of Sales. Markus Pein, Director of Marketing,additionally assumes the responsibility for the Technical Service area and theMORITA academy. In Sales, Markus Otto will continue to be responsible for theD-A-CH region, with a high turnover, as well as Southern and Eastern Europe. Sven
Kölsch will take over the regions in Northern Europe and France.
Employees develop market opportunities
Since the beginning of 2023, employees of J. MORITA EUROPE GMBH havealready been working proactively and across all departments on the futureorientation of the company. The aim is the development of attractive market
opportunities, the definition and addition of new services, the extension of the rangeof solutions based on collaborations, and also the development of new working
methods. Under the mentorship of the Management Board members, three teams
have been formed as Centers of Excellence (CoE). Markus Pein has assumed thementorship for the treatment unit area, Markus Otto for the imaging systems andSven Kölsch for the small equipment area.
General Manager Jürgen R. Fleer explains the strategic and structural
measures:“At MORITA, we constantly ask ourselves, what sustains us as a company? OurJapanese roots play a very important role. Respect, harmony and community havea very high significance. These principles are also reflected in the values of J.
MORITA EUROPE GMBH. We provide impetus by developing visions and making
them become reality – while trusting in people. We live valuable relationships, think
long-term, act sensibly and therefore responsibly for future generations. With thenew Management Board, we are supported by our purpose and vision, to further
refine the strategy for our market development in Europe and thus lead it to success.”
Sven Kölsch focuses on people, markets and strategy“I’m very pleased to be able to use my extensive experience in managing
international markets in the dental and medical industry to push ahead and expand
the strategic and operational topics as a member of the Management Board and as
Director of Sales. With the new realignment of the board we complement each otherwell and are therefore more effective in implementation. Our aim is a stronger market
presence, not only on the basis of the product, but also based on what MORITA
stands for: people, partnership, culture and history.”
Markus Otto wants to strengthen customer support on-site“In a growing and ever more complex business, I have been responsible for the entire
sales and large parts of service. With the reorganization of our core areas, I can once
again cooperate more closely with our customers and partners, and together withmy team, push ahead our CoE imaging. The development of meaningful, strategic
partnerships is particularly important to me. Sven and I see ourselves as sparring
partners in sales with the same goals: to focus more on sales and spend more timeon site with customers. Together we are a strong team.”

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Markus Pein positions Morita in Europe as a service company“In order to be permanently successful, it is our primary goal to successfully position
J. MORITA EUROPE GMBH on the market with an outstanding service to continuallydevelop our service portfolio and to expand it sustainably. We use our marketing forcontemporary analogue and digital communication and consider ourselves asambassadors for the MORITA brand in Europe. With my expertise and many yearsof experience in the retail and service sectors I am particularly committed, within myarea of responsibility, to provide strong technical support and service. I will also
provide unique and excellent training opportunities with the MORITA academy. At
the same time, I want to support our customers throughout their entire professional
lives on the base of trust and reliability.”
Further information about J. MORITA EUROPE GMBH is available atwww.morita.de/en

Figure:Fig.: The new Management Board of J. MORITA EUROPE GMBH - from left toright - Markus Otto, Sven Kölsch, Markus Pein, Jürgen R. Fleer

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About Morita:
The Morita Group is one of the leading manufacturers of medical technicalproducts. The traditional Japanese company, with sales companies in Europe,USA, Brazil, Australia and Africa, provides a wide range of products. Leading theway in X-ray diagnosis and endodontics, the product portfolio offers highperformance imaging systems, including 3D volume tomography, treatment units,
turbines, straight and contra-angle handpieces, instruments, and endodontic
measuring and preparation systems. With a great emphasis on quality andcontinuous research, over 2,000 employees worldwide focus on the needs of users
and dentists. In this way the spirit of Junichi Morita, who founded the company in1916, lives on. Morita, now in its third generation of family ownership, is under themanagement of Haruo Morita.

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