September 25, 2017

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INTERVIEW: Emmanuel Le Cottier, Lexibook

by Stuart Wilson, Wednesday 7 June 2017

Emmanuel Le Cottier, general manager at Lexibook
Emmanuel Le Cottier, general manager at Lexibook

Leisure electronics company Lexibook is ready to make its mark in Russia. Lexibook, which designs and markets a wide range of products under multiple brand licences, is participating at DISTREE Russia 2017 on 21-23rd June 2017 in Moscow. The event will give Lexibook access to top executioves from Russia’s leading e-tailers, retailers and distributors. Channel EMEA caught up with Emmanuel Le Cottier, general manager at Lexibook, to get the inside track on the company’s plans.

Channel EMEA (CE): What do you want to achieve at DISTREE Russia 2017? What are your key goals for the event?

Emmanuel Le Cottier (ELC): Lexibook is new in Russia and has appointed ND Play as distributor for the licensed electronic items. Our goal is to launch the ‘youth electronics’ category in Russia, which does not exist yet and – a category where Lexibook is market leader in all Europe. This year there are several major movies coming out such as Minions in June, Spiderman in July, Cars 3 in August and Star Wars in December. Lexibook has developed several items under those brand licences, as well as several new innovative items sold under Lexibook, Decotech and Acoustix brand names.

CE: What products will Lexibook showcase at DISTREE Russia 2017? What do you want resellers and retailers to know about your portfolio?

ELC: We will show licensed phones and licensed audio-video items as well as Lexibook-branded innovative products. We need retailers and resellers to understand they need to create dedicated space for this category, which is growing tremendously in all countries, because kids are becoming interested in electronics at a younger and younger age.

CE: How has your channel business has developed in the past 12 months? What trends have you seen and what have been the highlights for your business?

ELC: Business has been very strong in kids tablets, but now is moving to other categories such as licensed mobile phones, walkie talkies, but also projection clocks and Bluetooth speakers and musical instruments. The gaming category is also booming. All retailers who sell electronics and toy retailers should consider working with us. Telecom companies also should be really interested.

CE: What makes your channel proposition better than competitors in the market?

ELC: This category is new in the market, and we are bringing a full solution with hot licences matching movie releases on one side, and innovative items on the other side. The support for many of the products is given by the movie promotions, which is huge. For the Lexibook brand we also have specific displays and videos [for partners to use].

CE: How quickly do you expect your market presence in Russia to grow?

ELC: We expect Russia to be in the top five countries for us. The youth electronics market is just opening and should become huge. It was the fastest growing category in most countries last year. We are customer-oriented and ready to support any promotions. We hope to be in all electronic and toy stores [in Russia] by 2018. We are targeting sales of between US$5m to US$10m in Russia in 2018. We have 400 products in total in our portfolio and 30% are new products every year, so channel partners always find something new on our booth.

DISTREE Russia 2017

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2017, including DISTREE Russia. DISTREE Russia will return to Moscow in 2017. The country’s leading technology channel event will once again offer technology suppliers access to Russia leading retailers, e-tailers and resellers in one place at one time. DISTREE Russia will take place at Hotel Yahonty (www.yahonty.ru) in Moscow on the 21-23rd June 2017.

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