ANKER INNOVATIONS The ERT Interview
22
‘The next three years will make these three years look quite modest’
ERTs Will McGill speaks to Anker Innovations Managing Director of UK, Ireland, Italy, Spain and Portugal, Faraz Mehdi, and Country Manager, Jocelyn Qian, about the company’s ambitions for Anker, soundcore and eufy, its omnichannel strategy and where it sees the biggest opportunities.
F
Faraz Mehdi, Managing Director of UK, Ireland, Italy, Spain and Portugal, has spent almost two decades in consumer electronics, beginning his career in Dubai in 2007 before moving through retail, distribution and sales roles. He joined Anker Innovations in 2018 as Regional Sales Manager, later becoming Country Manager and then Managing Director for the Middle East and Africa, while also overseeing South Asia.
rom charging and audio to robotic floorcare and smart security, Anker Innovations has developed into a much broader consumer electronics business. Now, with an expanded UK
team and increased focus on physical retail, the company believes its next phase will be driven by closer partnerships and continued innovation.
“In 2024, the company asked me to take
care of the UK and Ireland business and move to London,” he explains. “In the Middle East and Africa, we were effectively taking the business from zero to one. In the UK, it was already established, but it needed to be taken to the next level.” His remit has since expanded to cover the
UK, Ireland, Italy, Spain and Portugal, but strengthening the UK operation remains a priority.
“The biggest focus has been establishing Anker in the UK as a true omnichannel brand,” Mr Mehdi says. “Traditionally, we have been very strong on Amazon, but we also want extremely deep relationships with our offline retail partners alongside our direct-to- consumer channels. “We have also invested significantly in people, expanding our marketing, go-to-market and sales teams.” Today, Anker Innovations’ UK business
centres on three principal brands: Anker for mobile charging, soundcore for audio and eufy for smart home. “These are different categories solving
different needs, but they are built on the same philosophy,” he says. “We want to bring innovative, high-quality products to consumers at a price that is still accessible.”
Mr Mehdi believes one of the biggest changes in electrical retail is the increasingly blurred distinction between online and offline.
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