G-Hanz ties with Lenco, debuts audio range

G-Hanz announces new product focus, plans expanded Middle East presence.

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By  Ronan Shields Published  December 6, 2006

Consumer electronics and household appliance vendor G-Hanz has entered into a strategic partnership with Swiss manufacturer Lenco targeting the home audio market. The joint venture company, branded G-Hanz Lenco, will launch a range of home audio products, including CD and MP3 players, in retail outlets across Dubai later this month, coinciding with the start of the Dubai Shopping Festival. The products will then be launched in various markets across the Middle East, Africa and the sub-continent, explained G-Hanz FZCO general manager Leonard D’Souza. “The new range will also enable us to reach young consumers, who are not really interested in our premium products such as plasma and LCD TVs,” he said. D’Souza said that the company would however delay plans to enter the highly competitive portable MP3 player market until later next year. “We are planning to release a range of portable MP3 players in the future, however the market dynamics are forcing us to take a ‘wait and see’ approach in terms of a timeframe for its introduction,” he said. D’Souza also revealed that G-Hanz planned to expand its range of appliances in the first quarter of 2007. “We currently offer a limited range of refrigerators in the Middle East,” he said. “However, we are planning to introduce a range of microwave ovens and small appliances such as kettles and irons this month and the next.” D’Souza said the products would be stocked by hypermarkets and specialised retailers across the region. “We are committed to working with the major hypermarket retailers in the Middle East and Africa,” he said. “However, we also have to mindful of the fact that these retailers cater to a very broad consumer demographic, and some our products cater to niche sectors of the market, which requires us to also work closely with specialised retailers.” D’Souza said G-Hanz was still developing its regional distribution network and was seeking partners in various markets. “We are looking to work with channel distributors that have a solid reputation for quality products and a strong distribution network,” he said. “In terms of existing partnerships, we customise our approach depending on the dynamics of a particular market. “In more affluent GCC countries such as the UAE and Saudi Arabia, we work with our partners to develop in-store promotions and other retail incentives to promote our product range. “The GCC countries are key markets for our business, so we tend to concentrate our efforts in the region.”

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