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Canyon launches limited edition Chrome range, reveals plans to become fashion brand

PC peripherals company, Canyon, are making a dramatic shift into the IT fashion market in an attempt to survive the changing landscape of IT trends, said Geert Van Dijk, Vice President, Sales and Marketing, Canyon, at the launch of its limited edition product range, Chrome.

Speaking at the Canyon Xperience 2012 in Amsterdam, Van Dijk claimed that due to the advent of mobile devices, such as tablets and smartphones, PC peripherals are losing their demand because they lack the need for accessories.

“Peripherals aren’t growing. Desktops are going down, tablets are rising and all of our competitors are struggling to  find a way out,” said Van Dijk.

“Some of them just lower their prices and hope for the best. However, Canyon’s plan is to devise focus groups and identify where we can be successful. It’s a risk because you may miss some specific target groups but I believe it’s the only way out.”

In a presentation delivered on the night by Millstone, Senior Marketing Specialist, Ivo Van Houten, it was suggested that low cost tablets will “rule the market by 2016 with a 60% market share,” with 686 million being shipped this year alone.

“This is why companies must shift to accessories; headphones, tablet cases, pointers, etc, in order to survive the changing industry,” Van Dijk added.

Canyon launched its new limited edition range, Chrome, at the event from inside a used warehouse on the outskirts of Amsterdam on Saturday. An impressive light show with street and break dancers was followed by a steel bin being lowered from the ceiling which then revealed the new product range which included headphones, pointers and cases, all with a chrome finish.

“The majority of products on the market are all black,” said Van Dijk.

“Our competitors may have a wall full of different products but they’re not appealing to our market if they’re all the same design, I believe that IT has changed its definition and in terms of fashion it has never been more important to offer a wide range of unique designs.”

Canyon focuses on emerging markets, such as Middle East and Africa where its new range of designs have been well received.

“We are strong in the emerging markets. Our Stripe range, Graffiti range and Rising Sun range have all done very well in the Middle East. It’s a fast growing market with a huge demand on latest trends and styles,” Van Dijk explained.

“All the retailers we work with in the Middle East seem to take on our limited edition ranges. Other markets aren’t so receptive of limited edition ranges but the Middle East always takes to them very quickly, it’s a fantastic market for us,” he adds.

Van Dijk was quick to thank the large crowd which turned out at the event, claiming it was truly the only way to get a real feel for what the company is about.

“When you bring everyone together at an event like this you can easily express what your brand is, what your plan is and what you have to offer. There isn’t any better way to address your audience, we hope to exhibit our products in a similar way at GITEX this year.”

Canyon will be bringing its limited edition range, Chrome, as well as others to the World Trade Centre in Dubai later this month for GITEX and Van Dijk hopes to use it as a platform on which to build upon the success of his company’s new style of products.

Joe Lipscombe, Sub-editor, CPI Technology, reporting from the Canyon Xperience, Amsterdam.

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