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HOME FEATURES › INTERVIEW: Ronan Leonard, Tucano

INTERVIEW: Ronan Leonard, Tucano

by Stuart Wilson, Thursday 13 June 2013

Tucano plans to reach out with its unique Italian brand of flair and style to channel partners in the Russia & CIS region. Tucano is participating at DISTREE Russia & CIS 2013 later this month – the premier annual regional event for the ICT and consumer electronics (CE) channel. For more than 25 years Tucano’s Italian brand of bags and accessories for digital devices has expanded its reach around the world. Channel EMEA caught up with Ronan Leonard, sales director EMEA at Tucano, to find out more about the brand’s plans for the Russia & CIS region.

Channel EMEA (CE): What does Tucano want to achieve at DISTREE Russia & CIS 2013? What are your key goals for the event?

Ronan Leonard (RL): We want to meet face-to-face with both existing and potential new partners from across the Russia & CIS region, improve our visibility in the region and understand the value of these promising markets in terms of optimising our sales and marketing strategy. We will use our participation as a platform for further channel development across Russia and CIS. It is important for us to meet all the decision-makers, maintain, develop and build relationships with customers. Our goal is to stay informed about these fast-changing markets, to win new channel accounts and increase our market share with our current partners by spending quality time with customers.

CE: What products will you be showcasing at DISTREE Russia & CIS 2013?

RL: Tucano’s catalogue is extremely large and includes carrying cases for tablets, iPads and e-readers, iPhone covers, notebook and ultrabook bags, plus second skin sleeves, backpacks, trolleys, camera bags, mouse pads and a wide range of accessories for both Mac and PC. Everything is designed to meet all the demands of today’s digital life on the go.

In the finest tradition of Italian design, Tucano products aim to achieve a happy balance between practicality, ergonomics, maximum protection and a look that is always cutting-edge. We have a specific focus on tablet, camera bags and smartphone cases for 2013. This includes cases for Samsung Galaxy Note 8.0, Samsung Galaxy Tab 3, Samsung Galaxy S4 and Note, plus new cases for the iPad 5 and iPhone 5. Whether it is for the most demanding businessman, or the most exuberant creative type, Tucano always has the right product.

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

RL: 2012 was undoubtedly the biggest year for tablets so far. We saw a 151% increase in the volume of Tucano tablet cases sold in 2012 compared to 2011. This included an increase of 82% for Apple cases and 375% for Android device cases. Tablets have changed the device landscape in terms of PCs and we saw a general sales decrease in 2012. Tucano also saw a market share increase for smartphones and we launched new collections for iPhone 5, Samsung Galaxy S4 and Note. Tablets will certainly remain as the main trend for this year as we have already seen by strong first quarter sales.

CE: What channels represent the greatest opportunity for growth for your company in Russia & CIS?

RL: Retail chains focused on consumer electronics, IT channels - including Apple Premium Resellers - department stores, travel stores, leather goods and luggage shops, plus the mass market.

Italian design

CE: Why should distributors, resellers and retailers stock and sell Tucano products? What makes your channel proposition better than competitors in the market?

RL: Italian design, quality, creativity, research, innovation and colour, combined with practical functions. We have competitive price positioning in different channels and specific products for specific devices. Tucano’s success has been pursued with drive, determination, intuition and a good dose of creativity.

Our attitude towards research and innovation and our attention to the booming market for high-tech products where Tucano has dedicated its internal production help us stand out - plus our team of Italian designers. This has all helped to boost sales over the years, along with Tucano’s increasingly international reputation. Tucano always has the right product at the right time.

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

RL: In Italy, we have a trade policy structured around a tested group of accounts divided by channels and an established network of regional agents, which allows for a massive presence in all stores. For export, we operate a market approach based on strategic partnerships with the most important distributors and on the activities of our subsidiaries.

In Italy and abroad Tucano’s products are available in the main retailers of consumer electronics and IT products. This includes Kompiuterni Mir, Dns and Euroset in Russia; Moyo, Eldorado and Technopolis in Ukraine; 5Element in Belarus; Technodom and Sulpak in Kazakhstan, plus MusicGallery in Azerbaijan. Tucano is known to offer higher quality products at very competitive prices.

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

RL: We offer a wide range of support including customer brochures, catalogues, banners, advertisements, presentations, in-store materials and monthly newsletters. We believe in constant contact and visit key partners regularly.

CE: How quickly is your business growing in the Russia & CIS region or are you new to the region?

RL: Tucano started working in Russia in 2007 and we have seen constant growth and continued potential in this market. Our business spread into Ukraine, Belarus, Kazakhstan, Armenia and Azerbaijan. We hope to continue our strong growth in Russia & CIS and will continue to meet, qualify and develop distributor relationships.

At this year’s DISTREE Russia & CIS we will look to increase Tucano’s brand awareness among specialised electronics chains with a view to growing our market share. There are new channels to develop for us in the region including mobile and photography retailers, plus we want to increase our presence in the luggage market and the market for corporate promotion products.


DISTREE Russia & CIS is the region’s premier annual channel event for vendors looking to manage, build or launch channels in this strategically important market. Leading retailers, resellers and distributors from across Russia & CIS attend the event, allowing vendors to accelerate their channel development and drive business success across Russia & CIS.

DISTREE Russia & CIS operates a unique business model based on an ‘invitation only’ event format, offering a compelling mix of pre-scheduled one-on-one meetings, keynotes, awards and networking opportunities for vendors and channel executives operating in the Russia & CIS region. For more information, visit

DISTREE Russia & CIS 2013 is scheduled to take place place at the Pulkovskaya Radisson Hotel in St. Petersburg from June 25th to 27th. Vendors wishing to attend the event should contact quoting code DRU13.


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