Apacer flies into DAFZ

Apacer has signed an exclusive distribution deal with logistics powerhouse DHL to handle its supply chain from Taiwan to the component vendor’s recently established hub at Dubai Airport Free Zone.

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By  Andy Tillett Published  August 10, 2005

Apacer has signed an exclusive distribution deal with logistics powerhouse DHL to handle its supply chain from Taiwan to the component vendor’s recently established hub at Dubai Airport Free Zone. The vendor has been operating through partners in the Middle East for between four to five years, but has only established its regional hub at the Free Zone in the last five months. The switch to a hub was provoked by an increase in demand across the region for its components. “If the channel does not have stock, they cannot sell. We wanted to cut down shipping times once we had orders, so we could release shipments straight away. We have felt the market demand and our channel partner, FDC, really emphasised to us the importance of stock management,” said Michelle Chen, senior director sales and marketing division at Apacer Technology. The hub will serve partners in the GCC, Levant and Iran. Apacer will focus on building its business in these countries and Egypt from the new hub as the Middle East becomes a market of increasing value. “The Middle East has become a really important market for us. We need to grow our business and extend our channels here. We were previously shipping directly, but DHL is much quicker. For example, we prepare our stock for shipment from Taiwan to Dubai in around four hours,” said Chen. “Our service allows clients to concentrate on their core competencies, which for Apacer means manufacturing, while DHL provides the supply chain solution that ensures their logistic requirements are achieved effectively. The service effectively dispenses with the need for manufacturers to set up an independent operation but enables them to meet the needs of remote customers,” said David Wild, general manager at DHL UAE. Currently channel partners have to arrange pick up their deliveries from DHL in Dubai. Apacer is discussing the possibilities of DHL taking charge of this delivery. DHL is also presently responsible for stock control of the operation after goods have been released to them in Taiwan.

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