Taiwanese giant courts UK channel

Delta Electronics creates Innergie brand for consumer-facing power supplies
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Taiwanese manufacturing giant Delta Electronics, the world’s largest provider of power supplies, is seeking the support of the UK channel as it looks to leverage its manufacturing muscle with its own consumer brand, Innergie.

The Taiwanese firm is seeking to create a strong and well-recognised brand in order to position itself as a market leader ahead of standardisation of power supplies. To do so, it has created a range of consumer facing power supply products and accessories that will
appeal to mobile device users.

“We believe that, at this moment, both high-power and low-power products are going to be a much more important category for the consumer,” Innergie’s EMEA director, Samy Moustafa told PCR.

One of the first products, the mCube Slim, a universal power adapter that is no bigger than an iPhone will be unveiled at IFA, with other devices in the pipeline.

A key focus for the company is the reseller and independent retail channel, due to their unique ability to communicate the benefits of a product to their customers.

“I think that is a huge benefit to any company that wants to educate the customer before they purchase,” said Moustafa. “These guys will make sure they’re matching the right product to the customer because in the end they’re the face of the company to the customer. They’re an expansion of any brand."

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