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Rainbow ready for DISTREE XXL

by Stuart Wilson, Wednesday 4 February 2009

Spain-based peripherals vendor Rainbow Computer World will use DISTREE XXL as a platform for EMEA channel expansion in 2009. With more than a decade’s experience in the peripherals market, Rainbow is ready to showcase its fresh, young and stylish product portfolio to distributors at EMEA’s premier channel event for vendors and distributors.

Xavier Llopis, general manager at Rainbow, said: “We are located in Spain and, although we design in Europe, we produce most of our product range in China. Our strategy is to offer to the market a new, fresh and young style, far removed from the typical idea that computing is something difficult, black, grey or even sad.”

“Rainbow is a friendly company with A-brand quality products at B-brand prices. That’s why we think many distributors will be interested in our products,” he added. “We believe that many distributors from Eastern Europe will be interested in the fresh image associated with Rainbow.”

Rainbow already has strong distribution tie-ups in much of Western Europe but continues to examine new market opportunities with the UK, France, Hungary, Russia, Romania, Czech Republic and Slovakia all featuring on the vendor’s channel development agenda. Rainbow also offers distributors promotion and brand development support.

“We have several channel programmes depending on the focus of our distributors,” added Llopis. “The way of selling and offering Rainbow products to a distributor focused on the large retailer channel is different to that for a distributor working with smaller outlets.”

During 2008 Rainbow developed its operations in Belgium and Italy and also opened up new markets for its products in Greece, Germany and Holland. The company has also set its sights on the Middle East and North Africa for 2009.

“We believe that there are strong business opportunities for Rainbow in the space that exists between brands like Logitech and Microsoft and brands such as Trust and Genius,” continued Llopis.

”Our main go-to market model involves getting one, two or three distributors - depending on the size and special characteristics of the market or country - and to develop the retail channel through them. But it is also possible to have some distributors dedicated to the traditional channel or to e-sales as well,” he concluded.

DISTREE XXL attracts distributors from across EMEA, including delegates from emerging markets such as the Middle East, Africa, Russia & CIS. The event serves vendors that are new to the region as well as those looking to expand or deepen their distribution reach. More than 400 distribution executives and representatives from 100-plus vendors are poised to attend this year’s DISTREE XXL.

Final applications for DISTREE XXL are still being accepted from distributors and vendors that meet the qualifying criteria. If you wish to participate in EMEA’s premier distribution conference and attend an event that delivers genuine business value, please contact

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