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Crumpler ready to expand Middle East retail reach

by Stuart Wilson, Friday 15 April 2016

Bags brand Crumpler is ready to expand its retail reach and build consumer awareness in the Middle East region. The Crumpler brand now has a European operation based out of Cologne, Germany, and is keen to spread the brand message to business partners and consumers alike. Ely Werneck, international key account manager at Crumpler, said: “Our goal [at DISTREE Middle East] is to meet our existing partners in the region and also identify potential new partners that can drive our business forward and help us introduce new collections we have developed for this market.”

Crumpler develops and produces functional bags and backpacks with a focus on urban users. The company’s products are already stocked by several retailers in Middle East and the company has now developed products based on the specific needs of this market.

Werneck added: “We are probably the only company in the industry that produces bags in all the main four segments – IT, camera, travel and lifestyle segments. Basically, we are active in all these retail channels in Europe and already in the Middle East. It seems to us that the IT segment has the biggest potential in the Middle East market at the moment.”

“For us, it is all about quality, functionality and client satisfaction. Retailers will get good margins, a strong brand behind them, good support and unique products,” he added.

Crumpler operates a structured channel programme and works closely with partners to help them identify market trends and take decisions accordingly. The company provides a full range of marketing services and post-sales support.

Crumpler is already working with Jumbo for its IT-focused products in the UAE. The company is also setting up distribution deals in other Middle East markets and plans significant marketing efforts to increase brand awareness. The Crumpler brand status is on the rise again, according to Werneck.

“Crumpler used to be on the top some years ago before the world financial crisis. Two years ago we had some structural changes with the new CEO coming in. We’re now back on track and aiming for the growth path again,” he explained.

Crumpler believes that demand for functional lifestyle bags is growing, creating new opportunities for the brand, even against the backdrop of a dynamic and saturated bags industry.

“Our business approach it totally focused on our end-customers, and we develop our solutions based on their necessities. Our channel goals for 2016 is based on our goal to make Crumpler a worldwide brand,” added Werneck.

“The most important for us is providing a good business opportunity for our partners and a great product for our end-customers. We encourage all retailers, e-tailers and business partners to stop by our booth at DISTREE Middle East. We can present our new IT collections, talk about business, prices, margins and you will have the chance to see, touch and test our products,” he concluded.

Retailers and e-tailers attending DISTREE Middle East can request meetings with the Crumpler team through their web account.

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