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Manhattan seeks to grow Middle East channel base

Vendor wants to increase brand awareness and grow sales in the region

Manhattan seeks to grow Middle East channel base
Fischer says the company is at DISTREE ME to meet potential channel partners.

US-headquartered accessories and peripherals company, Manhattan has revealed bold plans that will see it establish a formal channel base in the Middle East region.

The maker of accessories and peripheral products that include headphones, speakers laptop bag and cases, said it has come to DISTREE Middle East to identify and recruit power retailers, resellers and e-tailers that can help it grow the business across the region.

Markus Fischer, international account manager at Manhattan, said at the moment, brand awareness is still low in the Middle East channel and the company is taking part at this year's show to find out how it can improve this.

"We have come to hear and engage with potential partners [resellers, retailers and e-tailers] with a view to improving brand awareness and business growth across the region," Fischer said. "We believe this is a perfect platform to hear first hand from partners on what we can do better to improve the business and product offerings in the Middle East."

Fischer said the company is exhibiting its headphone, speaker, backpacks, home and SoHo networking offerings, cabling solutions range. "Globally and in particular Europe, our cabling and networking solutions have been doing quite well. Here in the Middle East, we have seen huge potential with our headphone and speaker range."

He explained that because of the business potential across the Middle East region, the company has come to formalise channel partnerships with distributors and various channel partners. "We are seeking to appoint partners in the consumer electronics sector and traditional dealer channel with a view to developing our business and promoting our brand in the Middle East," he said.

He added that key to the company's regional charges will be to develop in-country presence in KSA and UAE as the two markets are by far the most advanced in the GCC region. "Kuwait, Qatar, Bahrain and Oman are still emerging so there is room for us to grow even in those countries," he said.

Fischer pointed out that depending on the cooperation the company will get from the regional channel community, Manhattan has plans to launch partner programmes for resellers and retailers just like it has in Europe and North America region.

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