Equinox Europe Launches New Hybrid Distribution Model
ZLIN, Czech Republic – Equinox Europe, the Czech-Taiwanese joint venture of Gigantex debuted two years ago with affordable brand line called Equator. The combination of discount pricing and flash sales was successfully tested on the Czech and Slovak market so the company decided to take the brand to other markets in Europe.
“Traditional business model of country distributors may work for big names but is restrictive for new market entrants,” says Milan Simek, CEO of Equinox Europe. “Direct distribution was reasonably successful in the past, but down the road everybody faces the same challenges in terms of local support and variety in Europe’s languages. So we are solving this dilemma with a model that takes the best from direct distribution, but also relies on local partner in each country.”
Local support, European distribution
“To launch the brand locally we don’t need a big distributors in each country but one well-connected individual per country will do. What we expect in exchange is local support, sales activities and optionally service activities, so there’s indeed some work on their side,” adds Simek. “They are given localized website and digital infrastructure for processing orders. The goods are being dispatched from central warehouse in Europe so they don’t have to buy stock.”
Currently English, German, Italian and Czech translations can be found on the website while the company is looking for partnerships in other European countries.