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Exhibitor Interview: Nils Fior, Manager Marketing Strategy, Vonmählen



Tell us about Vonmählen

As a German manufacturer of universal tech products, we offer a range of products in the categories of smartphone accessories, charging, wireless charging, sound, and backpacks. Our products are designed with a focus on creating a perfect harmony between functionality and design.


We have made it a point to ensure that all of our products are universally compatible with commonly used devices, thus providing a seamless user experience. Part of our vision is to be the leading producer of universal tech products, while fulfilling our responsibilities towards the environment and society.


We believe that this can be achieved through a conscious focus on universal solutions, which represent the simplest and most sustainable approach to reducing our environmental impact. Our customer base comprises of distributors, retailers, travel and CE retailers, marketplaces, and direct-to-consumer channels.



What products will you introduce at Channel Summit EMEA?

At Channel Summit, we will be showing our newest addition, an all in one charging solution with quite some exciting extras. I am very confident the buyers will love it, as it is quite unique. Also we are introducing our newest category „carry“„Horizon“, with launching our very first tech-bag, which we are very proud of. Besides that, we are excited to showcase all our best sellers as well, and cannot wait to find new long term partnerships.


How has your channel business developed in the past 12 months?

We had a strong focus on DACH retailers, and we are continuously striving to enhance our presence in those markets. We believe that building strong relationships with our DACH partners is crucial, as it sets the foundation for our ongoing internationalisation. As part of that, we have secured strong local representation through exclusive partnerships in growth markets such as Turkey, the Philippines and Australia.


With exhibiting at CES 2023 for the first time, we also made an important step in exploring the opportunities to expand into the US market, as we see a lot of potential for our products there as well. In general, it can be said that the topic of e-commerce has become significantly more relevant than before the pandemic.



An area that has become particularly exciting for us is Travel Retail. People are finally enjoying traveling again, which is reflected immensely in the sales figures of, for example, board shops.


In addition, we have installed two very well-connected country managers - one for the DACH region and one for the Nordics. We are very happy to have won two absolute professionals for ourselves. Our goal is to hire more country managers to achieve further growth in other key markets.


What are the key market trends that you are seeing in the European channel?

No longer just a trend, but certainly very significant for all of us, is the increasing focus on sustainability throughout the entire supply chain, with a growing emphasis on corporate social responsibility. In addition to this, as well as the approach of universal and versatile products, another notable trend we can see is that premiumization has become increasingly relevant.


Customers are willing to pay a premium for goods that offer exceptional quality and experience. Finally, with the rise of digital channels and changing consumer behaviours, omni-channel retail has become a critical component of success in the e-commerce industry. Consumers now expect a seamless shopping experience across all touchpoints, including online, in-store, and mobile. This is why we strive to provide a consistent and cohesive experience across all channels to meet the evolving needs of the end consumers.


Which geographic areas are you prioritising in the next 12 months?

Our priority in the next 12 months is to focus on the European market in several key geographic areas. The priority areas include DACH (Germany, Austria, Switzerland), Nordics (Norway, Sweden, Finland, Denmark), Benelux (Belgium, Netherlands, Luxembourg), France, Italy, Spain, and the UK. Furthermore, we are constantly working to develop the markets of our exclusive partners in Australia, the Philippines, and Turkey, and to increase our local presence.


To support our expansion plans, we are actively seeking long term channel partners. We are looking for partners who have a strong understanding of the local market dynamics as well as established networks. Partnerships are all about mutual collaboration and creating win-win relationships. We are committed to providing the best possible support to our channel partners to ensure common success.


Do you have a channel partner programme in place?

We strive to provide our partners with the best support possible, to ensure they successfully sell our products. This includes daily support through a Key Account, to provide daily, direct access for our partners with guidance and assistance. We also have a cloud partner with 24/7 access to the latest media assets. Content plays an important role in our marketing strategy, which is why we regularly shoot new content and make it available to our partners through the cloud.


Furthermore, we offer MDF (marketing development fund) support, sales trainings, monthly/quarterly report reviews and sells-through support. Overall, our channel partner program is designed to always provide comprehensive support and structure to our partners. We believe that these resources and support systems will enable our partners to effectively represent and promote Vonmählen products in their respective markets and drive mutual success.



Any marketing partnerships, sponsorships or collaborations to share?

We hosted an exclusive social media event called 'Carmushka Summer House' on Ibiza with the renowned German influencer „Carmushka“, where she brought her influencer friends as well as up and coming talent. The event was designed to help us reach new audiences in a unique and engaging way and to gather high-quality content, especially for our smartphone accessories category.


Additionally, we have engaged in co-branding efforts with several well-known companies, such as Porsche, Microsoft, and Rockstar Energy. In terms of sponsorship, in 2021 we were one of the main sponsors for one of the biggest New Year's Eve events in Germany, "Celebrate at the Gate," which is held annually at the Brandenburg Gate in Berlin.


Tell us about your recent CSR strategy announcement

We are a young company and we simply understand the importance of sustainability. We are convinced that it is the right way! If we don't take action, who will? We actually see it as an opportunity to support and inspire our society, of which we are all a part. I can say that we are fully committed to reducing our environmental impact, developing sustainable products, and making a positive impact on society.


We working closely with our stakeholders and engage with experts in the field to ensure that we are continually improving our CSR practices. By doing so, we hope to make a positive contribution towards the achievement of global goals such as the SDGs and SBTi. Part of our vision is to be the leading producer of universal tech products, while fulfilling our responsibilities towards the environment and society.

 

To learn more about Vonmählen's CSR strategy, click here

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