Lacie signs up Empa

Storage device vendor Lacie has strengthened its Middle East channel reach, signing up Empa as a regional distribution partner. The latest appointment aims to increase availability of Lacie products in the region as the vendor attempts to emulate its European market strength in the fast-growing Middle East arena.

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By  Stuart Wilson Published  March 5, 2006

Storage device vendor Lacie has strengthened its Middle East channel reach, signing up Empa as a regional distribution partner. The latest appointment aims to increase availability of Lacie products in the region as the vendor attempts to emulate its European market strength in the fast-growing Middle East arena. Fatiha Abdou, Middle East sales manager at Lacie, said: “We have appointed Empa to expand our distribution channel in the Middle East. We selected the right partner — one that already had skills in the storage space because of their existing portfolio.” Empa will carry Lacie’s entire portfolio throughout the Middle East market. Lacie already works with strategic resellers in the region such as Dubai-based Pro Technology as well as in-country partners in both Lebanon and Egypt. “The existing partners have a strong focus in concentrated areas such as the Apple market and the professional market,” continued Abdou. “We have very ambitious plans for 2006 and the way to reach out to the wider market was to sign a regional distribution partnership that would extend our presence in the consumer resell and retail space.” “We believe that the Middle East market has great potential and frankly, what we want to achieve in the region is to become the leader in the external storage device market — a position that we already hold in Europe,” she added. Abdou reckons that Empa will play a pivotal role in helping Lacie boost its channel breadth in key markets such as Saudi Arabia and the Levant. France-based Lacie, which recorded sales of US$120m for the quarter ending December 2005, offers a wide range of external storage devices.

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