July 17, 2019

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HOME REGIONS EMEA › INTERVIEW: Peter Blampied, The Mustard Concept

INTERVIEW: Peter Blampied, The Mustard Concept

by Stuart Wilson, Monday 16 February 2015

DISTREE EMEA brings together a wealth of hot consumer technology products ready to prove they can cut the channel mustard. Buyers and senior executives from the region’s top e-tailers, retailers and distributors will gather in Monaco next week to assess hundreds of brands looking to enhance their channel reach. Channel development specialist The Mustard Concept will showcase its portfolio at the event. Channel EMEA caught up with Peter Blampied, general manager Europe at The Mustard Concept, to get the lowdown on the company’s goals.

Channel EMEA (CE): What do you want to achieve at DISTREE EMEA 2015? What are your key goals for the event?

Peter Blampied (PB): At DISTREE EMEA 2015, The Mustard Concept is looking to talk to retailers and distributors about the exciting technology businesses we work with, who are looking to enter and grow in the European marketplace. In particular, we are planning to speak to distributors currently working with underperforming brands, struggling to get the market entry support they need. We’ll be in the Business Connect Zone reaching out to potential new channel partners and affiliates.

Events like this are really useful to our company. The Mustard Concept specialises in establishing new services and products across the whole of Europe. Our experienced team knows the marketplace well, and we have great connections across multiple sales channels. In fact, we frequently act as the European headquarters for international businesses, and a local office for existing European businesses looking to expand their coverage. We use our proven processes as a market entry expert to build business whilst being sensitive to the different requirements of our client, and tailor our approach to each individual business we work with.

In addition to reaching out to new channel partners at DISTREE, we will also be showcasing products from four of our clients and helping them to meet new contacts and partners.

Get smart with Piper

CE: What products will you be showcasing at DISTREE EMEA 2015? What do you want distributors and retailers to know about your portfolio?

PB: We are excited to be showcasing a new product from the US company iControl called Piper. Piper is a device that lets you manage and connect with your home in an entirely new way. It’s the perfect balance of security, video monitoring, and automation that will make life safer and more convenient for users and their families by providing 180-degree live video to take a look around their homes and offices when they’re away. It connects easily to a smartphone or tablet to control lighting, heating and appliances, with a simple set up. Piper makes you aware of what’s happening at home, or in the office.

We are also introducing a range of wearable tech devices and accessories from Hit-Tec. Their award-winning range of outdoor wear is built on over 40 years of innovation and design, and we will be presenting their forthcoming range of wearable devices for 2015.

In addition, we will be introducing a new range of products from Hiper, the company that brought America reliable PC power. We will be giving DISTREE visitors a sneak peak at the company’s range of portable power products for ‘life on the go,’ which will be officially launched later this year.

Finally, we will be introducing a new range of audio products from Tonino Lamborghini. The iconic ‘charging bull’ brand, quintessentially Italian and representing the combination of power with superb design, has launched a range of in-ear and on-ear headphones - the perfect headgear if you want to stand out from the crowd.

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

PB: The Mustard Concept has grown strongly in the past 12 months with a strong flow of new consumer technology products and services that require market entry into Europe. The highlight has been retail and distribution really getting behind the new products and supporting our clients. Over the last 12 months we have worked with businesses to bring to market a wave of exciting wearable tech, innovative brands, and connected home products.

CE: Which geographic areas and channels represent the greatest opportunity for growth for The Mustard Concept in EMEA?

PB: We are seeing the UK become a really attractive proposition for tech businesses looking to enter the European market. The UK is really starting to jump on the smart home bandwagon and there is an active audience there embracing latest technologies. Germany also, is proving to be a high growth European market for US businesses.

We are fortunate to work with some excellent brands and innovative companies, so this along with our channel services makes us a perfect partner for distributors. We make sure the products are market-ready, we make sure the segmentation of the market is correct and the products targeted and communicated accordingly, and we continue to support with promotions, training and new lines. All this makes The Mustard Concept a great partner for distributors.

European growth

CE: Do you have a structured channel programme? Do you offer a strong margin proposition to your partners?

PB: Our partner services are delivered in four stages, with different partners requiring their own mix across one or sometimes all of these stages; we develop the vision and strategy for the product or service; make the product or service ‘market-ready’; we carry out thorough market intelligence to fully understand the customers and channels; and we execute the go-to-market sales plan which delivers sales and growth. We frequently support clients within the channels with promotions, training, and marketing initiatives to maintain traction and growth.

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

PB: We understand that the channel includes many stakeholders from the developer or brand, through distributors, and onto the retailer or e-commerce business. The Mustard Concept helps generate, establish and coordinate promotions, awareness and channel building activities right through the channel to make sure we are offering the consumer the products they want to buy, and ultimately selling more goods for our clients.

CE: How quickly is your business growing in the EMEA region? What market trends have you identified that are impacting your business segment?

PB: We have grown strongly across Europe over the last year with The Mustard Concept offices being established in many countries to support the demand. Indeed the demand has been so strong from US-based companies wishing to enter the European market that we are opening our first office there shortly.

The Mustard Concept is at DISTREE EMEA and ready to talk to channel partners about the exciting products we are presenting at the show, so please drop by and find out more.

www.themustardconcept.com

Media Partnership

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2015, including DISTREE EMEA. Readers requiring more information about DISTREE events in 2015 should contact events@channelemea.com.

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