An Iberian-rooted, Nordic-resident defence channel partner.
NSHQ Defence is the Iberian channel-partner initiative of Fractio AB. Run by Miguel Baptista from Gothenburg.
The operator
Miguel Baptista is the founder of Fractio AB — a Nordic-Iberian go-to-market consultancy that helps Portuguese B2B companies sell their products in Scandinavia. Seven years building Nordic channels for Portuguese manufacturers, including the 20× revenue growth case study now used as a global teaching reference within the EMS Dental group (Portugal operation, taught annually to teams in South Korea, Greece, and elsewhere).
MBA at The Lisbon MBA (MIT/NOVA/Católica). MIT Sloan immersion. Commercial background at P&G, L'Oreal, and Essity before EMS Dental. Lives in Gothenburg. Speaks Portuguese, English, Swedish, and Spanish — the four languages of the corridor between Iberia and the Nordics.
Why defence, why now
Three forces are converging in 2026. First, Iberia is in an active procurement cycle: Portugal's NRP D. João II is the EU's first dedicated drone-carrier; Spain is matching the cadence on its own modernisation programmes. Second, Estonia, Finland, Sweden, and Denmark are scaling defence output to 5%+ of GDP — and their SME ecosystem produces exactly what Iberia is buying. Third, those Nordic and Baltic SMEs lack representation south of Hamburg.
A channel partner with Nordic residence, Iberian roots, and operator-grade GTM discipline closes that gap. NSHQ Defence is the operationalisation of that thesis.
How NSHQ Defence relates to Fractio
NSHQ Defence is not a separate company — it is a branded vertical of Fractio AB. All representation contracts, invoicing, and ISP (Inspektionen för strategiska produkter) compliance flow through Fractio AB in Sweden. The Fractio AB legal entity carries the agreement; the manufacturer keeps the brand and the customer relationship; NSHQ Defence is the channel layer that runs both sides of the corridor.
The "NSHQ" name comes from NorthSouth HQ, the daily publication on the Portugal ↔ Scandinavia corridor that Fractio operates as its authority property. NSHQ Defence is the defence vertical of that same editorial lineage — adapting the corridor coverage discipline (now in over 400 published pages) to a procurement audience.
Legal & commercial structure
The corridor properties
Fractio operates a small constellation of properties along the Portugal ↔ Scandinavia corridor, each with a specific role:
- Fractio.se
Conversion. Nordic GTM consultancy for Portuguese B2B companies. - NorthSouthHQ.com
Authority. The daily publication on the corridor. - NSHQDefence.com
This site. The defence channel partner. - NordicDistributors.com
Commercial directory. 120+ Nordic distributors, EN. - GothenburgExpats.com
Local Gothenburg community.
Get in touch
The fastest path is email. Manufacturers, buyers, distributors, and journalists can all reach the same inbox: miguel@fractio.se. State which side of the corridor you're on and what would make the conversation useful.