News
Targus Digital Expands In Latin America:
Partnership with Access Helps Merkury Innovations Build
Digital and Video Camera Accessories Sales Throughout Region
Global digital and video camera accessories manufacturer Merkury Innovations (www.merkuryinnovations.com) has extended sales and distribution of its Targus-branded accessories line to all major markets throughout Latin America. Markets for Targus Digital products (www.targusdigital.com) in Latin America now include Brazil, Chile, Colombia and Mexico.
Plans to expand the company’s sales and distribution network were announced earlier this year. The expansion is part of a larger Pan American business development strategy that began over two years ago when New York-based Merkury began searching for a partner with established ties and local presence in Latin America that could help Merkury quickly build sales in local channels. The search led Merkury to Access International who, having helped major brands like Targus (www.Targus.com) achieve a 65 percent accessories brand share throughout the region, was able to create the strategy and secure the key partnerships needed to ensure the successful rollout of Merkury products in Latin America’s key markets.
Merkury’s digital camera accessories, which sell under the Targus Digital brand name in Latin America, are now being carried by top-tier brick and mortar stores including Wal-mart, Radio Shack, Sanborns, FNAC, Saraiva, Office Depot, Falabella and Carrefour, as well as online. Access worked with Merkury to develop a go-to-market strategy first designed to leverage the strength of the Targus brand name in Mexico and meet growing demand there for digital camera accessories like tripods, lenses, filters and camera cases. Today the name Targus Digital is synonymous with the digital camera accessories category throughout most of Mexico.
The strategy that Access developed for Merkury in Mexico is now been duplicated in other countries throughout the region with great success. One recent deal, which closed in Chile this fall, focused on reaching the back-to-school market by placing thousands of Targus Digital products into major retailer Falbella Chile’s chain of stores.
“We couldn’t have asked for a better partner in Latin America than Merkury,” said Access International co-Founder Malika Bounaira. “The strength of their product line when carried under the Target brand name creates a winning strategy that virtually assures the company’s success.”
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