DISTRIBUTION PROFILE 2TWENTY2 – FALMOUTH
STEPHEN PARKER – MANAGING DIRECTOR
2Twenty’s managing director Stephen Parker talks the economic climate, his competition and his top-selling lines…
Year established: 2009
Number of employees: Four, plus some freelancers
How has the economic climate affected business? We’ve been fortunate not to have been adversely affected in terms of the numbers we’re writing, but we have had to plan well and work closely with our retailers to achieve the continued sales increases that we’ve seen.
What are your best-selling lines? Native Instruments is our best selling line, and its sub-brands of Komplete, Maschine and Traktor are all doing very well – they’re priced competitively and offer excellent solutions for their target markets. When this is combined with the new releases we saw in 2010 – such as the Traktor Kontrol X1 and S4, as well as Komplete 7 and the recent updates for Maschine – they become must-have products for both our retailers and their customers. We’ve also managed to achieve good
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10 miPRO MARCH 2011
numbers with Arturia on their hardware, such as the Experience line of controller keyboard/software solutions. And Celemony software – with the DNA technology – continues to amaze everyone who uses it.
How does 2twenty2 feel the UK market differs from other global markets? In the music technology sector, we think that the UK pretty much reflects – as well as influences – the global market, specifically the information available directly from suppliers online, as well as forums. Video and demo
versions of software tend to give more global trends in technology, rather than more local tendencies.
What distinguishes you from the competition? We’re quite different from a traditional distributor or a rep agency – we aim to give the service and brand management of a distributor, but as stock is supplied directly from the manufacturer to retail, we can keep the overall distribution costs much lower.
How do you maintain a good relationship with retailers? We’ve been in the industry for a fairly long time already and are lucky enough to have worked closely with our retailers to launch and develop our brands during the last ten years. We try to always deliver on our promises and resolve any issues as soon as they occur.
What would you say is the biggest challenge facing the MI industry today? Professionalism is probably the biggest challenge, and has been for some time. It’s wonderful to be involved in an industry driven by passion and love of our product, but this can sometimes overcome business sense and proper approaches to ensuring that overall business remains sustainable. If we can find a balance between the two, that will be perfect.
What are your aims for the next 12 months? We’re talking to a couple of new suppliers about products that we expect to see in the UK in the next year.
CONTACT DETAILS: Address: The Athaneum, Kimberley Place, Falmouth, Cornwall, TR11 3QL Phone: 0845 299 4222 Web:
www.2twenty2.com Email:
info@2twenty2.com
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