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INTERVIEW Ritesh Kumar, Director of Sales, ALOGIC

by Liam McSherry, Wednesday 22 January 2020


[Channel EMEA] [CE What do you want to achieve at DISTREE EMEA 2020? What are your key goals for the event?

Ritesh Kumar [RK] ALOGIC has two key objectives we are hoping to meet at DISTREE EMEA 2020. Firstly, we would like to find high quality distribution partners in France, Spain and the Benelux. Secondly, we are interested in finding large format retail and B2B reseller partners in the same regions.

[CE] What products/solutions will you be showcasing at DISTREE EMEA 2020? What do you want distributors to know about your portfolio?

[RK] ALOGIC offers a vast range of products and solutions for technology users at their desk, at home and on the move. The main categories include computer and mobility peripherals, connectivity and power accessories.

[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?

[RK] ALOGIC is an Australian headquartered company that has been growing rapidly in the Australia / New Zealand region for almost 10 years. We are currently embarking on a global rollout programe and now actively seeking to develop the brand in core European markets.

[CE] Which geographic areas and/or channels represent the greatest opportunity for growth for your company in EMEA and globally?

[RK] Germany, UK, France and Benelux are our priority markets in EMEA region. Globally, the US is an important market for ALOGIC. In terms of channel partners, we see real opportunities with value added resellers, APRs, e-tailers and large format retailers.

[CE] Why should distributors and retailers focus on your products? What makes your channel proposition better than competitors in the market?

[RK] ONE STOP SHOP ALOGIC’S range extends across all the key products categories from computer accessories to docking, connectivity and mobility making it easy to provide comprehensive and fully compatible solutions.

INVESTMENT ALOGIC also pro-actively invests in the development of new, unique and innovative products allowing endusers to make the most of their tech devices.

[CE] Do you have a structured channel programme? Do you offer a strong margin proposition to your partners? Please explain this area of your business.

[RK] Yes, we have a range of tiered channel pricing providing designed to provide profitable opportunities for a wide range of business sizes from local resellers through to global tier one distribution partners.

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

[RK] We work with partners on an individual solution basis and like to develop promotional activity tailored to the needs of their of their specific business model whether it be value added distribution, APR’s, LFR etc

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

[RK] As we are new in Europe our growth is developing extremely quickly. ALOGIC was one of the very first to invest in the USB C sector which has given the brand a very clear edge in the market. Many competitor brands are currently running or launching 1st gen products while we are moving into our 3rd generation ranges, giving us a very clear and demonstrable advantage as the demand in this category continues to grow.

[CE] Is your company channel friendly? How would you describe your overall go-to-market approach in the EMEA market? What are your overall channel goals and aims for 2020 in EMEA?

[RK] ALOGIC aims to develop a meaningful presence in the core European markets, our approach is to identify and collaborate with channel partners that have ability to add value and proactively help develop the ALOGIC presence in their region.

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May, 2021

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