We talk to the Swedish company about how the brand came about and its plans to grow the business

Brand Profile: Fractal Design

Laura Barnes talks to the innovative Swedish manufacturer about its passion for design.

Can you give us a brief history of the brand?
We were founded in 2007 and launched the first product into the market during the end of 2008. Right from the very beginning we had the focus to create products with a minimalistic Scandinavian design combined with great functionality.

The brand has a very strong focus on innovative design – can you tell us more about how this came about?
We saw products in the market going more into LED, window sidepanels and stuff that didn’t fit into any home whatsoever. Our idea was to make a case which could be used anywhere, whether in an office, house or small apartment, and we wanted users to be proud of their Fractal Design case wherever it was placed.

Another important factor is the noise level. This was something that we wanted to address in the early stages of Fractal Design. Our goal was to be able to use a computer without being disturbed by the sound of the system.

You are perhaps best known for your silent case fans and computer enclosures, but are there any plans to extend Fractal Design’s accessories range?
Yes. There will be some interesting product launches during 2012 but it’s too early to talk too much about that for the moment. We have also been looking into a refresh of our range of power supplies. This is probably something that we will be launching quite soon.

Why should retailers and distributors choose Fractal Design over other brands?
The soul of Fractal Design is to listen to the community when we create a new product. That together with our highly advanced product development team, means that we can create high quality products that will appeal to many end users. This ensures easy and convenient sales for everyone in the channel. Also our aftersales team is working very hard to be the best and serve everyone in the best proper way.

How do you plan to grow the business going forward?
What we see in the market is definitely space for new products both within the mid-tower range and also other form factors. We are looking into all ‘vertical’ markets where we can find something to improve and add a minimalistic design to. A big part in the future growth is the choice we made for distributor. To have a strong, reliable and service-minded distributor is very important for us.

How should retailers and other interested partners get in touch? As we work very close with our distributor, we would recommend that all retailers and resellers contact EntaTech. They would without hesitating be the best choice as point of contact.

Retailers and resellers can contact EntaTech on 0333 101 1000 or at www.entaonline.com.

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