June 18, 2021

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INTERVIEW: Andy Seow, Signeo

by Stuart Wilson, Friday 19 January 2018

Andy Seow, sales manager at Signeo
Andy Seow, sales manager at Signeo

Hundreds of consumer tech brands from around the world will make the trip to Monaco next month for DISTREE Europe, Middle East & Africa (EMEA) 2018. The region’s premier consumer tech channel hosted buyer event will give them the opportunity to meet top buyers from 50-plus countries in one place at one time. Andy Seow, business development manager at Signeo, gave Channel EMEA the lowdown on what the company hopes to achieve at the event for the brands in its portfolio.

Channel EMEA: What does Signeo want to achieve at DISTREE EMEA 2018? What are your key goals for the event?

Andy Seow (AS): We want to secure distribution partnerships with leading distributors, plus traditional and online retailers for our range of mobile accessories under the Philips, Andino and Valore brands. We will also look to further develop our OEM businesses. Our product portfolio covers a full range of mobile accessories including powerbanks; travel and wall chargers; car chargers; Qi wireless chargers and powerbanks, cables and an array of electronic gadgets.

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

AS: Online sales and travel retail sales contributions have been growing steadily while traditional retail is still holding its ground. We expect online and travel retail sales to overtake traditional retail in 2018. All territories within EMEA present exciting and tremendous opportunities for growth for us.

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

AS: We take ownership of all the brands and products that are sold or made by our group of companies. Distribution partners and retailers will never be left in the lurch in partnership with us. We structure our channel programmes according to the requirements of each market, based on a win-win-win channel strategy. We offer to work hand-in-hand with our distribution partners and retailers to support them in accordance with the market needs.

CE: What business are you doing now in the EMEA region? What market trends have you identified that are impacting your business segment?

AS: We are just making our first forays into the EMEA region. Our ‘home markets’ includes China, Japan, Hong Kong, Singapore and South-East Asia countries. We view EMEA as the next region which will present exciting and tremendous opportunities for growth for our group of companies. We will work very closely with our distribution partners and retailers, to ensure sell-through sales - not just ‘stocking-up’ our channel partners.

CE: What else should channel partners attending DISTREE EMEA 2018 know Signeo?

AS: If distributors and retailers work with us they will be working with a team of professionals that has been in the mobile accessories markets for a long time. They will be dealing with a company which is backed by a listed company in Hong Kong, and a company which has been Philips’ licensing partner in China for the past eight years.

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June, 2021

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