IFA International 2019 DAY 1 Edition








Karl Trautmann

Member of the Management Board





Retailer identifies trends towards bigger

TV sets and streaming

2019 has been a challenging year for the electronic retail business. IFA

International asked Karl Trautmann, Member of the Management Board

at ElectronicPartner, how the company has adapted to global market

conditions and what consumer trends he is witnessing.

After a turbulent and challenging 2018,

how has business been so far this year for

Electronic Partner?

2019 has been another challenging year

for the electronic retail business. In recent

months, we have adapted our organisational

structure to match current industry

conditions and positioned our strategic

core brands for the future. In this context,

development in the various product areas

is proceeding in different ways. While the

TV product category was challenging in the

first half of the year, our business in home

electronics is stable. In addition, we are

quite satisfied with the sales performance

in the B2B area, which is higher than in the

previous year.

What are the key trends in the market

affecting business?

The trend for TV is “Bigger is better”

tending towards large sizes and innovative

technologies. This development includes

OLED and QLED devices, which provide

impressive image quality on very large

surfaces as well. Another on-trend

development is streaming – of both films

and series as well as music and spoken

word media. Consumers expect that their

televisions or wireless speakers can be

connected with Netflix, Spotify at the

touch of a button. In home electronics, fully

automatic coffee machines are continuing to

triumph. Moreover, battery-operated stick

vacuum cleaners are very popular, followed

by robot vacuum cleaners and devices for

wet cleaning. In terms of large appliances,

the focus is still on energy savings and


Which product categories are the most

promising for you and to that end, what are

you looking for at IFA?

Nearly all of the product categories

presented at IFA are also in our portfolio.

That’s why we’re looking forward to all of

the innovations and new developments that

are invigorating our business and appealing

to our customers.

How are you looking to innovate with new


Since the beginning of the 2014 quality

campaign, the EP: sales line turnover has

increased every year and its development

has been better than that of the market.

We just started quality campaign 2.0 and

our emphasis is on advanced training. The

EP:Campus is a new training platform that

includes customised training modules on

industry developments, product knowledge

and commercial expertise. In order to

continue to develop the MEDIMAX brand

successfully in 2019, we combined internal

areas of expertise and optimised structures.

We’re focusing on an attractive, high quality

product range and yet obtain even more

improvement in consultation expertise. In

2018, the technology network comTeam,

with about 800 partners, achieved its best

results since its creation. In this context,

growr, the network for start-ups established

in 2017 under the auspices of comTeam,

continues to experience more and more

influx and now connects over 300 business


How important is IFA as a platform for your


IFA is the leading event in our industry and it

takes place in Berlin, right on our doorstep!

Nowhere else is there such a concentration

of relevant brands, contacts and product

highlights. For this reason, we recommend

that all of our members take advantage of

this opportunity. Here they have a front row

seat for innovations and can experience the

coming trends in person


Stand 100


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