Empa extends Kingston distribution rights

Regional distributor Empa has picked up distribution rights across the Middle East and North Africa (MENA) for Kingston’s digital media products.

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By  Stuart Wilson Published  June 6, 2005

Regional distributor Empa has picked up distribution rights across the Middle East and North Africa (MENA) for Kingston’s range of digital media products. Empa reckons that sales in key markets such as Saudi Arabia and Egypt will help produce regional sales of at least US$300,000 per month for the latest addition to its portfolio. Shaik Sawood, memory product manager at Empa, said: “Kingston’s digital media range includes flash cards and USB flash drives. These products complement what Empa already offers through its own brand Spika range and we believe that we have the wholesaler, reseller and retailer breadth to be successful with Kingston digital media products.” Empa currently distributes Kingston memory modules in Saudi Arabia and Egypt, but Sawood reckons that the digital media range offers better margin potential. Both Tech Data and ITE Distribution already operate as authorised distributors for Kingston’s digital media product portfolio in the region. “We can offer customers a broad vendor portfolio of products including components and this is one of the key advantages that channel partners working with Empa receive,” added Sawood. “Not only do we hold stock in Jebel Ali but we work with in-country channels and use our own operations to make sure there is local stock availability for resellers.” As the popularity of digital media products increases in the region, it has become an increasingly attractive area for ‘no name’ brands and counterfeiters to operate in. Those resellers buying Kingston are able to enter the product serial number on a dedicated website to ensure that they have received genuine product. Empa has worked hard to boost its product portfolio in recent months and shows no signs of slackening the pace during 2005. Sawood admitted that even more distribution agreements are planned for the coming months, but refused to name potential vendors or even disclose the product area that Empa was looking at next.

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