October 19, 2017

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Urban Factory targets new international channels

by Stuart Wilson, Tuesday 21 February 2017

Thierry Zeitoun, president at Urban Factory
Thierry Zeitoun, president at Urban Factory

Multicategory consumer tech brand Urban Factory is exhibiting at this week’s DISTREE EMEA event in Monaco to further accelerate its international channel development plans. Thierry Zeitoun, president at Urban Factory, explained: “DISTREE EMEA is an event where meet many channel professionals from many countries. This year we are focused on increasing the international availability of our products and DISTREE EMEA is an opportunity for us to make our brand known to channel partners from other countries.”

Urban Factory is active in many product categories and will showcase its full range at DISTREE EMEA including emergency batteries, luggage, mice, keyboards, cases, cables and other IT accessories. Urban Factory is ready to respond to fundamental changes impacting the consumer tech landscape and the role of channel partners.

Zeitoun added: “We are focusing in the channel and only the channel. Many of the traditional borders between different companies in the channel are eroding. Distributors are launching and developing their own brands, and manufacturers are launching their own branded accessories.”

“We bring products to market that the ‘regular’ private label brands don’t. We bring new colours, new shapes and new functionalities that are still considered as ‘niche’ by the other players,” he added.

Urban Factory is determined to strengthen its channel reach in the UK, Germany, Spain, Middle East and Africa, and will use its participation at DISTREE EMEA to meet face-to-face with distributors operating in these territories.

“We need to be stronger in these markets,” explained Zeitoun. “We have a subsidiary in the USA that is growing very fast. We want to replicate that kind of growth rate in our target markets in EMEA.”

Urban Factory is the number one brand in the power bank market in France, according to Zeitoun, with its success driven by its ability to bring to market the right products at the right time. Urban Factory delivers to channel customers what it calls ‘over service’ – going above and beyond the call of duty to ensure partners success.

“We are bringing what we like to call internally an ‘over service’ to our customers,” said Zeitoun. “All the people know that in our market. We are doing our best to make it happen for all our customers: distributors, retailers, and large business-to-business accounts.”

In EMEA, Urban Factory plans to focus on developing its position in several product categories including power banks, notebook accessories and docking stations.

“We know that we need to expand our distribution network in EMEA. Our development needs to be stronger than it was up to now. And for this, we are trying to replicate our local strengths in the other countries that the distributors we meet during DISTREE EMEA operate in,” Zeitoun added.

“Urban Factory is ten years old in 2017. We have special surprises that we will show in the coming months and we also want to develop a new brand image. We will strive to continue to develop products in each category that prove that we are a company specialised in all kind of IT accessories,” he concluded.

Distributors and channel partners confirmed to attend DISTREE EMEA can pre-schedule one-on-one meetings with Urban Factory at this year’s event.

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