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INTERVIEW: Klemens Dittrich, Dittrich Design

by Stuart Wilson, Tuesday 7 February 2017

Form has most definitely met function with the ALLDOCK universal charging stations from Dittrich Design. The company will be showcasing its products at DISTREE EMEA in Monaco from February 21-24th. The event allows exhibitors to pre-schedule one-on-one meetings with product distributors from across the region. Channel EMEA caught up with Klemens Dittrich, CEO and designer at Dittrich Design to lerarn more about the company’s goals for 2017.

Channel EMEA (CE): What do you want to achieve at DISTREE EMEA 2017? What are your key goals for the event? Will you make any specific company announcements at the event?

Klemens Dittrich (KD): Our main target is to establish the brand ALLDOCK in more European countries and to build up a network of new customers through various sales channels. At DISTREE EMEA we are looking for buyers and distributors who will recognise the great potential of ALLDOCK as an outstanding brand for universal charging stations for tablets, smartphones and many other USB devices. Our specific company announcement at the event will be the launch of the new ALLDOCK Aluminium range, matching the apple colours gold, rose gold and space grey. Furthermore we are going to introduce the ALLDOCK Tower.

CE: What do you want distributors to know about your portfolio?

KD: At DISTREE EMEA we will present the variety of the established ALLDOCK docking stations, the ALLDOCK Tower as well as our new aluminum range. ALLDOCK is one of the fastest charging stations in the world with high quality in design and technology. The stylish ALLDOCK electric charging station makes it possible to charge phones, tablets or cameras all at the same time and at the same place. With its fast USB charging and its comprehensive features, it is suitable for almost every digital device. Thanks to the clean design, the variety of materials and the traditional craftsmanship it fits perfectly in all favourite places at home or also in the office..

While developing the ALLDOCK docking station, versatility was our main focus. That´s why we have used only selected materials: high-quality processed ABS plastic, selected bamboo from China and fine walnut wood from New Zealand. This combined with custom-designed components makes every ALLDOCK meet our high demands for quality and performance.

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

KD: In the past 12 months we have achieved the consolidation of numerous retailers and added more than 200 stores in Australia to our portfolio. In summary we have been successful in 90% of our channels. The personal highlight for me is that after those long years of intense development and construction, including the high financial investments, the ALLDOCK has finally become a very successful product with great potential for the future.

Lifestyle retail

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

KD: At present we consider Scandinavia, UK, Italy and Dubai as the geographic areas with the greatest opportunity for growth. Concerning marketing opportunities, I see the highest potential to distribute ALLDOCK through lifestyle retail stores, lifestyle online sales channels and consumer electronic retail channels - because ALLDOCK has a broad marketing potential. Further promising marketing areas are the hospitality and gastronomy sector as well as certain areas of merchandising.

CE: Why should distributors focus on your products? What makes ALLDOCK‘s channel proposition better than competitors in the market?

KD: At present there is no comparable product on the market in terms of combining design, functionality and loading speed. The market for universal charging stations will grow rapidly and the launch of smartphones, tablets and other different USB devices will increase in future. This means that these products will be highly popular in all consumer groups. To meet high consumer expectations there is currently no universal charging station on the market with so many advantages - design, loading speed, sound, technology, quality materials, viewing angle - in addition to the excellent price-performance ratio. Through a careful selection of our suppliers and sales partners we also try to ensure stable sales prices.

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

KD: As we are only interested in long-term business relationships in each country we are looking for strong distribution partners and retailers. We supply our sales partners with marketing material especially developed for ALLDOCK customers and their individual POS. Together with our partners we try to implement constant sales prices to achieve market-friendly and strong margins.

Social media channels

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

KD: We reinvest a high amount of our revenues into further and new development of our products as well as in the development of our social media channels in each country. Currently we mainly invest in Facebook, Instagram, Pinterest and Twitter. Additionally, we support qualified blogger and journalist reviews.

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

KD: We are proud that 80% of our customers have shown a 25% increase in revenue with our products in 2016 compared to 2015. Billions of smartphones and tablets need to be recharged every day, both in private and business environments. The demand of consumers to load their devices will increase correspondingly. The ALLDOCK charging station is precisely the product to participate in this development.

CE: Is your company channel friendly? How would you describe your overall go-to-market approach in the EMEA market?

KD: Channels we have successfully focused on so far are e-commerce, mail order companies and Apple Premium Resellers (APRs). The reason for our sucess - especially in these channels - is the unique and new product we offer in a market which supports good quality as well as our strong brand. Our goal for 2017 is to extend the approach in e-commerce. Currently we are represented in approximately one to five webshops per country in Europe. Our goal is to establish five e-commerce partners in each country. Regarding mail order companies we are active with three mail order in DACH countries. Our goal for 2017 is to double the number of mail order companies to 6.

With APRs we are currently active in Benelux with 30 stores, in Australia with 200 stores, in Germany with 10 stores, in Switzerland with 5 stores, and this year we also would like to add APR stores in France, Scandinavia, UK and South Europe.

CE: What else should distributors attending DISTREE EMEA 2017 know about Dittrich Design and ALLDOCK?

KD: Dittrich Design was founded 25 years ago in Wuppertal, Germany. Over the years Dittrich Design introduced many successful high-end design furniture products to the international market with tremendous success. The ALLDOCK was created as a functional piece of art which offers a solution for the rapid recharging of multiple devices at the same time. Each household and office should have the ALLDOCK to avoid cable clutter and to charge all devices in only one place.

Distributors confirmed to attend DISTREE EMEA can pre-schedule one-on-one meetings with the ALLDOCK team at this year’s event.

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June, 2021

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