The team are efficient and competitive but stay true to the brands core values. We are now engaging in various marketing campaigns, including trade shows, outdoor advertising, digital marketing, and TV advertising, to target different market segments – something we haven’t done before and have seen huge success. In addition, we have strong relationships with our distributors who also introduce new business opportunities. They help us attract new retailers that give us the long-term stability that we are looking for. We have adopted a channelisation strategy which allows retailers to win customers by differentiating their offerings. We work closely with them to help them choose the right products at the right price points.


SH: Whilst Anker is a reasonably known brand in the UK, albeit for PC & mobile peripherals, will the relatively unknown EUFY branding have a marketing strategy for both trade and consumer? FM: Our focus this year has been building the ‘eufy’ brand from the ground up. We’ve invested a significant amount in our marketing efforts and have performed strongly in the market growing and maintaining our #1 position for the Robotic vacuum brand in the UK for two years running and one year in Ireland by Euromonitor with our strong branded position in the electrical retail sector. We acknowledge that today’s shoppers are


hungry for an in-store experience that excites and delights them. With the future firmly embedded in hybrid retailing, we have been doing a series of pop-up events to bring the


brand to the masses and demonstrate our product range to consumers educating them with the benefits. We have also taken over London’s busiest tube stations with our successful Mess-cot campaign, casting the ‘eufy’ robot vacuum as the hero, conquering the ‘dirt villains’ with unparalleled deep cleaning tech! An immersive idea designed to disrupt the floorcare market, underpinned with strong deep cleaning proof points and UK & Ireland’s No.1 Robot Vacuum Brand. As a result, we’ve seen solid growth for


‘eufy’, driven by our commitment to deliver tech-enriched, affordable and energy efficient appliances that offer tangible consumer benefits.


SH: Will product training form part of your marketing strategy for the independent electrical retailer? FM: Over the past few years, we have noticed a shift in consumer behaviour with more of them actively asking about the end benefits, sustainability, monthly fees to name a few reasons before making their purchase decisions, therefore, we are working on a programme that emphasises in deep product knowledge especially for our premium lines such as security cameras and robot vacuums. Ambition is to put a team in place who can help educate retailers helping them sell smarter. Overall, we want to create modules to be delivered in person or online that are specifically designed to engage retail staff and help them better understand not only the differences in technology options across a range but also


the approach. We are currently considering a specialised agency to support our ambition, but for now, we are leveraging our field sales team to train staff at some of our bigger retailers such as Harvey Norman, Euronics, Expert and Screwfix.


SH: Do you intend to distribute directly with the independent electrical retailers, or via distributors, i.e. Euronics, Bluestem, Product Care Group, etc? FM: Every growth business has a brilliant product to sell and people that are engaged and energised to drive success; Anker Innovations has both things. What is different is the ‘How’. My career has taken me to a breadth of industries spanning over UK, Middle East and now Italy, Spain and Portugal. Consumer experiences across all of those have been a building block for success and Anker Innovations is no different. We are currently exploring distributors and buying group partnerships to support independents who share our vision of not just increasing market share but desire to deliver category growth.


SH: With a variety of excellent distributors available from which the independent retailers purchase, which distributor or distributors will be appointed to form part of your UK growth strategy? FM: This is currently under review as we formulate our 2026 sales strategy.


Editor footnote - On behalf of the IER Team, many thanks Faraz for your valuable time in providing your informative answers.


Winter 2025


PEOPLE MAKE THE DIFFERENCE


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