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INTERVIEW: Paulius Paršeliūnas, ACME

by Stuart Wilson, Friday 6 January 2012

Lithuania-based hardware vendor ACME is participating at DISTREE EMEA 2012, which takes place from February 7-10th in Monaco. DISTREE EMEA gathers together distributors, retailers and e-tailers from across the region, offering vendors a cost-effective and highly productive event to build and manage routes-to-market within this vast market. Paulius Paršeliūnas, director at ACME, explains the company‘s reasons for attending DISTREE EMEA and the business priorities for 2012.

Channel EMEA (CE): What are ACME’s main products and why should distributors consider making them part of their portfolio?

Paulius Paršeliūnas (PP): ACME’s portfolio consists of more than 26 product groups covering a wide range of PC peripherals and accessories including mice, keyboards, headsets, speakers, webcams and gaming devices, plus notebook and Camera cases, MP3 and MP4 players, office cleaners, mobile and smartphone accessories, plasma and LCD mounts, recordable media, photo paper and energy saving lamps.

This year ACME comes [to DISTREE EMEA] with a new product line of exclusive ACME-designed products. PC peripherals and accessories are becoming not only tools for work but also tools for self-expression. Therefore new line combines uniqueness and functionality for demanding consumers. One of our new products is the Peanut mouse that will be exclusively presented during the ’60 Seconds to Convince’ awards programme at DISTREE EMEA.

ACME pays a lot of attention to the needs of retail outlets when forming our product portfolio and developing the products. Most of all we focus on satisfying both the demands of the end user and retail outlet. Distributors with a wide retail account portfolio should seriously consider ACME as their primary accessory and peripheral brand. They can also increase their channel coverage with our new products.

For distributors it is convenient that we have product ranges for different segments of users. The first one is focused on average income users demanding reasonable price and functionality. The second is for advanced users demanding quality and additional value. The final range focuses on exclusiveness, emotions and high quality, catering to the most demanding users.

CE: What are your three main reasons for attending DISTREE EMEA 2012? What do you hope to achieve at the event?

PP: ACME representatives are looking to expand our distribution network in Western Europe and the wider EMEA market. A number of retailers are participating at DISTREE EMEA 2012 providing an opportunity to discuss business trends in different regions and also to encourage them to make our products part of their portfolio. Participation in a leading channel event such as DISTREE EMEA helps us stay in touch with industry and market trends. At the moment we are operating in 28 countries. This year our aim is to expand our reach even further focusing on Russia, Western Europe, the Middle East and Africa.

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

PP: The wide range of ACME product groups provides distributors with a complete solution for retail and other channels. ACME’s assortment policy is to only keep bestselling products. ACME distributors get a solution that allows one brand retail outlet supply. Unified and expressive product packaging design builds brand equity and end-user demand. The packaging helps end users to find and identify ACME products among competitors on retail shelves. As already mentioned, this year ACME is presenting innovative PC peripherals and accessories solutions aimed at expressive and stylish users. Cheaper production expenses in Lithuania help ACME to produce high quality products at reasonable prices.

CE: Does ACME have a structured channel programme and what progress did you make in terms of channel expansion in 2011?

PP: The nature of our products means that our main channel is mass market and traditional retail. We support and encourage our distributors to offer a unique approach to big chains or channels in every market. ACME mostly operates in the accessories and peripherals market, which is known for higher profit margins. This year ACME plans to strengthen its brand identity. In 2011 we started distribution in six new countries in Europe and the Middle East. At the moment we are working towards building brand identity in our new markets as well as in Western and Southern Europe. Another challenge for ACME is expanding in North Africa and South America.

CE: Is ACME channel-friendly? How would you describe your overall go-to-market approach in the EMEA market? What are your overall channel goals and aims for 2012 in EMEA?

PP: Our approach is to systematically expand our distribution from one country to another. We enter new markets with the help of local distributors to whom we offer long term cooperation and a relationship based on partnership and trust. We strongly believe that the key factor of business success is collaboration and a united effort coming from both the vendor and distributor. We are expanding our products portfolio according to our customers’ needs and introducing innovative design and multifunctional products in 2012.

We want distributors to know that ACME is a leading company in Eastern and Central Europe offering innovative solutions in the product category of PC peripherals and accessories, lighting and small domestic appliances. Our success, along with a strong brand, has been led by a young, client orientated management team, which is experienced in sales, finance and marketing. Teamwork, trust and personal responsibility in all relationships are the key factors of our success.


Top distributors, retailers and e-tailers from across the EMEA region are invited to attend DISTREE EMEA 2012, the premier event for the regional ICT and CE channel, from February 7-10th in Monaco.

DISTREE EMEA gathers hundreds of 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 the region as a result of business relationships initiated at DISTREE EMEA.

DISTREE EMEA 2012 will also build on successful initiatives launched at last year’s sold out event including a regional awards ceremony. The ‘EMEA Channel Academy: 2012 Awards’ will include more than 20 categories for vendors and distributors from across the region.


For more information on attending DISTREE EMEA 2012 please contact fhemraj@distree.com


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