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HOME REGIONS Russia & CIS › PNY eyes Russian market potential

PNY eyes Russian market potential

by Stuart Wilson, Friday 7 June 2013

Accessories and components vendor PNY believes there are significant opportunities for it to expand its channel sales in Russia & CIS. PNY is participating in DISTREE Russia & CIS later this month for pre-scheduled one-on-one meetings with senior executives from the region’s top distributors, retailers and resellers. Now in its tenth year, DISTREE Russia & CIS has become a ‘must attend’ annual event for the channel elite in this fast-growing region.

Elena Rudneva, consumer products sales manager Russia & CIS at PNY, said: “DISTREE Russia & CIS is a chance for us to meet all our partners and showcase current and upcoming products that will be available in the market.”

“We meet channel professionals at DISTREE Russia & CIS and let them touch and test products that we have developed. We get prompt feedback from them and even close deals at the event. It helps us create more efficient routes-to-market to make the latest PNY products available to Russian consumers,” she added.

PNY will use this year’s event to showcase its Apple-certified accessory range, plus the PNY power pack portable battery. As a preferred HP partner for storage devices, PNY will also introduce HP hard disk drives (HDDs) featuring elegant metal covers. PNY also offers a vast portfolio of products for distributors to carry including flash cards, USB readers and drives, graphics cards and solid state drives (SSDs).

“We see the same trends as everybody else,” continued Rudneva. “This includes a decreasing desktop market, a stagnating laptop market and huge growth in the tablet category. We also see rapid growth in demand for mobile devices so we follow these trends by introducing useful and necessary products related to the growth markets.”

PNY reckons that the e-tail channel is growing rapidly in Russia & CIS. It is a route-to-market that PNY takes full advantage of.

“The e-tail channel offers important advantages, like the best availability and visibility for the full variety of our offering,” explained Rudneva. PNY is also attempting to build sales in the corporate business and offers a ThinkSafe lock range targeted at this sector. Given the breadth of its portfolio, PNY believes that it has a compelling offering for Russian channel partners.

“We are offering products of the highest quality and a full solutions from a single source,” added Rudneva. “PNY develops comprehensive ranges targeted at different user communities – be it gamers, youth, females, business users or mobile users. We have mainstream products, business-focused products and also products aimed at enthusiasts.”

PNY looks to build brand loyalty among channel partners and offers them access to a comprehensive partner portal. Although a relative newcomer to the Russia & CIS region, PNY sees huge potential with a range of products that combine high quality manufacturing with competitive pricing.


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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May, 2021

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