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Wilk eyes Western Europe

by Stuart Wilson, Wednesday 30 December 2009

Polish company Wilk Elektronik is poised to continue its international channel expansion in 2010. Wilk, which specialises in the production and distribution of memory products, sells products under the Goodram and Gooddrive brands. The company will attend DISTREE XXL 2010 in Monaco in February with an eye on potential new distribution deals that will allow Wilk to crack the major markets of Western Europe.

Wilk started out as a memory products distributor but has also operated as an independent memory module manufacturer since 2003. The company claims to be the only memory manufacturer located in Central and Eastern Europe. Wilk’s main product lines now include memory modules for PC, notebooks, servers, and other equipment that requires DRAM memory, as well as flash products including USB drives, flash cards and SSD.

“[Our products] represent European quality and competitive prices covered with lifetime waaranty,” said Wieslaw Wilk, CEO at Wilk Elektronik. “On top of this we are offering our customers a wide choice of additional services that allows them to differentiate the core business, approach new customers and new segments of the market, as well as secure additional margin, which is difficult to be found with commodity products.”

“DISTREE XXL is important because of the opportunity to meet new potential partners and discuss what we can offer and how we can cooperate,” added Wilk. “It is also possible to meet existing partners in order to discuss how to develop and improve our business and to present our new products.”

Since 2007, Wilk has focused on building its channel reach across Central and Eastern Europe. The company also opened a subsidiary in Dubai to target the Middle East and Africa region.

“From 2010 we would like to extend the area of our activities to also cover Western Europe where, so far, we did not do much business,” Wilk added. “Of course we will also continue our efforts in order to improve our presence in the markets and channels where we are already present.”

Wilk targets multiple channels including traditional IT distribution and retail. The company is also keen to further develop its OEM business with specific focus on branded flash products.

“We have successfully developed this business model with software manufacturers, industrial customers and enterprise accounts in a few countries including Poland, Slovakia, the Czech Republic and Ukraine, and we are planning to copy this model in other countries,” explained Wilk.

“With production and warehouse facilities located in Europe we can offer quick and cost efficient delivery of products to regional customers, which bring visible advantages compared to competitors from outside of Europe,” added Wilk. “Also, our distribution model differs from many of our competitors: we work with a limited number of partners per country allowing our partners to better position the products and protect them from price competition, which helps to control margins.”

The Goodram brand’s Middle East operation has expanded significantly during 2009, recruiting new staff and entering a number of new markets including Tunisia, Morocco, Saudi Arabia, Qatar and Bahrain.

“Apart from being the manufacturer of Goodram and Gooddrive memory products, we are also the official and sole distributor of Toshiba-branded flash products for CEE markets as well as official distributor for MEA region,” Wilk concluded.


Top distributors from across the EMEA region are attending DISTREE XXL 2010, the premier event for the regional ICT and CE channel, from February 8-11th in Monaco.

DISTREE XXL gathers 400-plus senior executives from EMEA’s Information Communications Technologies (ICT) & Consumer Electronics (CE) volume distribution channel.

During the course of the three-day event, delegates take part in thousands of pre-scheduled one-on-one meetings with hundreds of vendors. Each year, hundreds of new distribution agreements are struck across EMEA as a result of business relationships initiated at DISTREE XXL.

DISTREE XXL 2010 will also build on successful initiatives launched at last year’s sold out event including a regional awards ceremony. The ‘EMEA Channel Academy: 2010 Awards’ will include more than a dozen awards handed out to vendors and distributors from across the region. www.distree.com/xxl

Follow the build-up to DISTREE XXL 2010 www.twitter.com/distreexxl

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