Mouser Electronics is stepping up its European expansion. The distributor plans to expand its EMEA marketing team and it has entered into a partnership to penetrate the Russian component distribution market.
Mouser has teamed up with St Petersburg-based PM Components, a company established specifically to look after Mouser’s interests in Russia.
PM will provide sales and logistics support to Mouser and will offer technical support to Russian customers. They will see a Mouser branded website in local language from which to order products. The products will be despatched from Mouser’s Mansfield, Texas facility to PM and they will deliver the order to the local customer.
“Logistics can be difficult in Russia, so we decided a partnership was the best way forward,” commented Mark Burr-Lonnon, vice president EMEA and Asia for Mouser.
Graham Maggs, Mouser’s European marketing director plans to make nine new marketing hires covering a variety of functions including web marketing, direct marketing and creative. His team will tap into a business intelligence team based in Mouser’s Texas headquarters and bring those ideas to the EMEA region.
“We want to enhance the local EMEA websites to reflect the customers’ language and culture,” said Maggs. “We must deliver the right information for design engineers, providing solutions-based material. That means that we must understand the customer’s business, and supply him not only with relevant applications and product information, but also provide details of the design ecosystem – to include software development system, development kits etc. – as well as the myriad of other supporting power, inductive, passive and e/mech components that will complete his specific design,” he added.
These moves will bolster Mouser’s continued sales and customer growth in the EMEA region. From being “not a player in 2008” as Burr-Lonnon puts it, the distributor expects to clock up EMEA sales of $170m in 2013, up 30 per cent from 2012. Q4 is shaping up to be a record quarter, according to Burr-Lonnon. The company is looking for a further 20 to 25 per cent growth in 2014.
New suppliers will continue to be signed next year augmenting the 35 plus additions in 2013 that included Intel, Analog Devices, Micrel, Philips Lumileds and Coilcraft.


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