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Trust outlines APAC channel plans

by Stuart Wilson, Thursday 3 October 2013

Digital lifestyle accessories brand Trust has set its sights on growth opportunities in major Asia Pacific (APAC) markets. Trust is attending channel event DISTREE APAC in Singapore next month to participate in one-on-one meetings with senior executives from the region’s most influential ICT and consumer electronics (CE) distributors and retailers. India is a top priority on Trust’s APAC expansion agenda as the vendor looks to accelerate its channel growth in fast-growing APAC markets.

Harold Huizing, group commercial director at Trust, said: “We will use DISTREE APAC to identify possible partners we can work with – particularly for India. The event means we can speak to many distributors at one place at one time. We may also explore using a company as a franchise partner for Trust in a specific market.”

Trust positions itself as a value-for-money brand for digital lifestyle accessories for PCs, laptops, tablets and smartphones. The company aims to be the preferred brand throughout the supply chain - from purchase managers and retailers through to end users.

Trust has taken a measured and successful approach to its global channel expansion, using various DISTREE Events around the world as a platform for growth.

Huizing explained: “We are successful in Europe and stocked by all the major retailers. Two years ago we decided we wanted to expand globally – but that is a big job. We have a ten year plan in place and that covers the evolution of our product assortment and geographic expansion.”

“We started in Latin America two years ago and attended DISTREE Latin America to meet the top channel partners in the region. We have also attended DISTREE Middle East and opened an office in Dubai a few months ago as part of our regional expansion plan. Participating at DISTREE APAC is a next step for us in our global plan,” he commented.

Trust has more than 25 years of experience in producing attractive and affordable products that follow the latest trends and technological developments. The company strives to operate at the highest level by making no concessions on quality, by providing exceptional service and through optimal cooperation with its partners.

Trust has established a close cooperation with regional distributor Despec to drive its Middle East growth and is prepared to consider a similar relationship in APAC. Trust works hard to differentiate itself from rival brands in terms of its retail channel strategy.

Huizing said: “We are keen to bring our retail ideas to new markets. Trust is a very organised and structured company. We are not just selling products; we are selling a total retail concept based on sellout data and close partnership with retailers.”

“Spot selling and doing one or two deals with a retailer is not what Trust is about. We are looking for long-term relationships with power retailers based on real marketing budgets, bonuses and auto-replenishment of stock,” he added.

Trust wants to position itself as a brand for everyone, with an assortment of more than 300 products plus its own research and development team. The APAC market represents a greenfield opportunity for Trust and the company is working on strategic business plans for both India and China.

“Making sure we choose the right partner with the right people that we can work with is vital,” added Huizing. “That is what we can do at DISTREE APAC. The potential size of the Indian and Chinese markets means they are a great opportunity for Trust, but we are prepared to meet potential partners from across the entire APAC region.”

Trust has demonstrated its ability to expand into new regions, building relationships with some of the Middle East’s most influential retailers including Alghanim, Sharaf DG and Emax. The company now plans to replicate this successful channel development approach in APAC.

DISTREE Asia Pacific 2013

DISTREE Asia Pacific (APAC) is a ‘must attend’ event for retailers, distributors and vendors operating in the region’s ICT and consumer electronics (CE) channel. DISTREE APAC also offers vendors from outside the region a unique business development platform to meet with retailers and distributors from across 20-plus countries in one place at one time. Utilising a unique ‘invitation only’ event format, DISTREE APAC offers all delegates a compelling mix of pre−scheduled one−on−one meetings, keynote presentations, boardroom meetings and networking opportunities. www.distree-apac.com

DISTREE APAC 2013 will take place from November 12-14th at Shangri-La Rasa Sentosa Resort, Singapore. For more information and to secure your place at the region’s number one ICT and CE channel event, contact fhemraj@distreevents.com quoting code DAPAC13.


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