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INTERVIEW: Michael Mühlenbruch, DICOTA

by Stuart Wilson, Tuesday 4 December 2018

Michael Mühlenbruch, Chief Sales Officer at DICOTA
Michael Mühlenbruch, Chief Sales Officer at DICOTA

DICOTA has been the first port of call for highly functional, premium quality carrying solutions for 25 years. The company remains highly committed to its channel partners and continues to innovate its product portfolio to drive consumer demand. DICOTA has confirmed its participation at regional consumer tech and consumer electronics (CE) hosted buyer channel event DISTREE EMEA 2019, which takes place in Monaco next February. Channel EMEA, an official Media Partner for DISTREE EMEA, caught up with Michael Mühlenbruch, Chief Sales Officer at DICOTA, to get the inside track on the company’s plans and strategy for 2019.

Channel EMEA (CE): What do you want to achieve at DISTREE EMEA 2019? What are your key goals for the event? Will you make any specific company announcements at the event?

Michael Mühlenbruch (MM): We will use our participation at DISTREE EMEA 2019 to present our latest products and connect – or reconnect – with our international customer base. DICOTA will excite the channel with new ideas to expand the value of their business. I will personally attend all the meetings in order to guarantee fast business decisions.

CE: What products and solutions will you be showcasing at DISTREE EMEA 2019? What do you want channel partners to know about DICOTA’s portfolio?

MM: The focus at next year’s DISTREE EMEA will be the sustainability message as we launched further products made out of recycled PET material. The commitment of DICOTA to limit the impact on the planet started long time ago. In 2011 all our products were already meeting the REACH and SVHC requirements. We were also the first IT computer bag manufacturer member of amfori BSCI. Today 22% of all notebook bags, backpacks and trolleys are made of 100% recycled PET.

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

MM: Channel development was very good and it seems it is paying off. DICOTA is 100% committed to the channel. Our network of sales representatives, which has expanded yearly since 2013, allows us to provide a very reactive and close partnership with all our channel partners. We remain focused on the EMEA region, but are always looking for additional growth opportunities as well.

CE: Why should distributors and retailers focus on DICOTA products? What makes your channel proposition better than competitors in the market?

MM: Today’s markets are extremely fast and changes happen every day. Strong partnerships are very important in such times. We have been known for more than 25 years for the outstanding quality and finish of our products.

CE: Do you have a structured channel programme?

MM: We do have channel communications and programmes in place, helping our partners to sell and create a pull. Margins needs to be sufficient, but we strongly believe the total profit - or sometimes ROI - of a channel cooperation must create value for both parties.

CE: What sort of support do you offer distributors in terms of marketing, promotions and channel development activities?

MM: Each market is different and we treat them individually. The competition and proposition is different in each market. We strongly believe in our wide portfolio and we are happy to adapt individually to a specific market need. When it comes to marketing and promotional contents our channel managers and graphic designers fully support our partners by providing custom-made solutions. Our EMEA business is growing in line with our expectations and we continue to drive our business through participation at events like DISTREE EMEA.

CE: Is your company channel friendly? How would you describe your overall go-to-market approach in the EMEA market?

MM: We are channel friendly and love our partners – that´s why we can say we are 100% channel focused. We want to invite more companies who believe in partnership and common growth to meet us. During DISTREE EMEA we will carefully listen to the partner’s problems and provide them with solutions directly or later on, ensuring a responsive follow up for every request coming from existing or potential partners. Come to our booth – get inspired, convinced, excited and join hands.


To request a hosted buyer invite for DISTREE EMEA 2019 - CLICK HERE

Distributors, retailers and e-tailers confirmed to attend DISTREE EMEA 2019 will have the ability to pre-request one-on-one meetings with the DICOTA executive team at next year’s event.

For further information on exhibiting at DISTREE EMEA 2019 to meet channel partners from across the region - CLICK HERE

Exhibitors at DISTREE EMEA hold pre-scheduled meetings with a carefully selected audience of senior executives from the region’s top consumer tech and consumer electronics channel partners.

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