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Phoenix experiences growth in all markets

In a diverse, fast-growing region that remains difficult for many companies to get into, Phoenix Distribution has established a strong presence. Across the African continent, the number of partners and resellers served by the company continues to grow at an exponential pace.

While this growth is being felt by Phoenix Distribution in all of the regions it has presence in, it is particularly noticeable in Nigeria, Kenya, Tanzania, Ghana and Angola, and the SADC countries. Simon Campbell-Young, CEO of Phoenix Distribution, explains that this is the result of the company’s focus on supporting its channel partners with specialised local resources and offers.

“Our African growth and expansion is testament to the value our resellers are seeing in our approach. By ensuring that we provide a product portfolio that meets their needs and the needs of their customers, as well as our concentration on guaranteeing that we offer added value and local expertise, we have established a solid foundation across the continent. This is bearing fruit across the channel, with growth happening across the value chain,” he says.

Campbell-Young adds that Phoenix Distribution has seen an escalation in demand across Africa for its product portfolio, mainly as the result of the growth of the consumer sectors in these countries. Creating more and larger consumer markets, Africa’s economic progress is opening doors for the company’s vendors.

“Opportunities are opening in the retail and business markets. Sub-Saharan Africa can expect to see economic growth of 6.6% on average this year, according to the African Development Bank, and this growth is not down to the export of raw materials, but rather due to domestic demand – as a result of growing populations and increasing urbanisation. Our channel partners in Africa are at the forefront of this trend, and we are happy to support them with tailored offerings.”

Similarly, Phoenix Distribution is seeing growth in its UK business as a result of its localised offering in that market. With business in the UK doubling over the past six months, the company is seeing exponential expansion with its online partnerships and volume licensing offerings.

“Of course, we are also seeing growth in our South African business, but the highest and fastest growth is coming from outside of our borders. We believe that our unmatched value proposition, our world-class product portfolio, and our specialised expertise and support are making all the difference,” Campbell-Young concludes.