Creative takes aim at africa

Vendor keen to cultivate African channel partners.

Digital lifestyle vendor Creative is working on building an authorised distribution channel in some of Africa's most promising markets. The company intends to spend the next six months sizing up potential partners to address markets such as Kenya, Ghana, Nigeria and Sudan after receiving a mandate from head office to develop the business in Africa.

"These are markets where we see a lot of opportunities for our business," revealed Middle East sales manager, Jordan Lee. "Every market has some level of purchasing power and we need to find these segments. We have 400 SKUs so no matter how underdeveloped a market is there will always be a percentage of suitable products."

Lee (pictured) says Creative's priority is to find dedicated partners with an in-country presence to cover these markets, rather than extending the territorial rights of an existing partner. The Singapore-based vendor currently works with the likes of Trigon and Ashley, as well as BDL in Saudi Arabia.

"I would like us to work with different partners," said Lee. "Currently the in-country distributors we have in markets such as Saudi are focused on doing a great job and we don't want them to be distracted. Our objective is to find an in-country partner."

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