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Xtrfy ready to expand international channels

by Stuart Wilson, Friday 4 January 2019

Joakim Jansson, CEO at Xtrfy
Joakim Jansson, CEO at Xtrfy

E-sports brand Xtrfy will accelerate its channel reach at DISTREE Europe, Middle East & Africa (EMEA) 2019, which takes place in Monaco from February 19-22nd. Gathering a pre-qualified audience of senior channel executives from top distributors, retailers and e-tailers from 50-plus countries in one place at one time, DISTREE EMEA gives exhibitors the chance to quickly and efficiently grow their international channels. Exhibitors hold pre-scheduled meetings with channel executives in specific allocated time slots, using DISTREE Events’ unique hosted buyer format to maximise their channel business benefits.

Joakim Jansson, CEO at Xtrfy, said: “At DISTREE EMEA 2019, our goal is to meet distributors in new markets, with the ambition of making Xtrfy products available in the Benelux region, Italy, CIS and South East Asia. We’ll be showcasing the brand new additions to our product range, some of which will be launched just days before the event.”

“We specialise in e-sports equipment and we will show why our gaming gear is trusted by professional gamers and their fans worldwide. Headsets, keyboards, mice and accessories – our products are developed by some of the biggest names in e-sports and they’re all based on the same key component: experience,” he added.

During the past year, Xtrfy has expanded into several new markets including USA, China and Japan. The success of Xtrfy’s products in the Japanese market is one of the company’s highlights of the past 12 months.

“In the EMEA region, we see a huge potential in France and Benelux. Globally, we see a great opportunity of growing in the USA,” explained Jansson, “We bring uniquely developed products to gamers of all levels, built on experience by the true experts. As a part of the world-renowned e-sports organisation Ninjas in Pyjamas, all of our products are developed by the pro gamers themselves. That’s also one of the reasons why our gear has won everything from minor titles to world-level e-sports tournaments - to the hearts of thousands of fans.”

Xtrfy’s channel strategy is focused on maintaining solid pricing and the ability to offer the margins expected from its products.

“Our approach is to make the distributors’ job as easy as possible. We support the distributors so that they are able to support their resellers. An example when it comes to marketing is that we’ve been working a lot with creating reseller-unique video content together with our well-known pro gamers, which adds value to our distributors’ offer towards the resellers. We’re also eager to team up with our distributors to attend fairs and events. And we have a kickback system based on a dedicated marketing fund,” explained Jansson.

“We’ve been focusing a lot on the Chinese, US and Japanese markets over the past year and that’s mainly where our recent growth has been accomplished. Now, our ambition is to see the same growth here in the EU, by expanding to even more European countries,” he continued.

"Our strategy is based entirely on channel sales. Our goal for 2019 is to expand our business to more countries, by finding a distributor for each region that is able to handle its market exclusively,” he explained.

Jansson concluded: “A bonus of working with Xtrfy is that we have an extremely low RMA rate on our products, which minimises the workload in terms of support and service. Designed at our offices in Sweden, our products are made with a focus on quality. Or as we like to put it: future included. Put us to the test, and you’ll notice the difference.”


DISTREE EMEA recently released preliminary findings from its 2018 EMEA Consumer Tech Channel Survey. Smart Home, Gaming & Gaming Accessories, Mobile Devices and Audio (Headphones & Speakers) were identified as the product categories with the most growth potential in EMEA in 2019, according to this year’s survey. In total, 52% of respondents identified Gaming & Gaming Accessories as a Top 3 category.

The 2018 EMEA Consumer Tech Channel Survey also highlighted the continued demand from channel partners to meet new brands with a view to expanding their portfolio. In total, 86% of respondents expected the number of brands they work with to increase in 2019. Despite continued pricing pressure in consumer tech channels, 59% of respondents expected their profit margins to increase in 2019.

Hundreds of distributors, retailers and e-tailers participated in annual DISTREE EMEA survey. The 2018 EMEA Consumer Tech Channel Survey was conducted from 1st November to 30th November 2018.

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 Xtrfy executive team at this 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. Channel EMEA is an official Media Partner for DISTREE EMEA 2019.

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