ASBIS Enterprises is a known distributor and has partnerships with VARs and traditional dealers in countries across the region. It handles a wide-ranging portfolio of top brands; Canyon, the accessory brand, is one of them. Ilona Alieksieieva, Business Development Manager – ASBIS Middle East, speaks about the brand Canyon and its competencies in the accessories market.

Give us a brief overview of Canyon

Canyon is a fast-growing brand of high-quality and stylish, yet affordable mobile accessories, computer gadgets, wearables, and gaming tools. Being founded in 2003, it has grown to a full-scale consumer electronics brand launching a massive change in the gaming accessories category.

Canyon is sold in more than 26 countries across the globe and now we are coming to the Middle East. After a thorough analysis of today’s trends and in-depth research of the audience, Canyon design and marketing team has decided to open a completely new page in the brand’s 19-year history.

Discuss the needs of customers in the accessories and smart gadgets market

We constantly study the trends, needs, and behavior of our target audience. Nowadays, the young generation is fully into gadgets, and we are aiming to provide mobile, computer accessories, and wearables using which the youth can express their personality and style. Together with this, we offer the experience of using high-quality products at an affordable price.

Canyon people strive for everything new and unique, they always want to be amazed. At the same time, they are overwhelmed with trends of mindfulness, smart consumption, eco-activism, diversity, and body positivity.

How about the brand performance and global presence in 26 countries

Canyon is new to the Middle Eastern market, and we believe we will be able to meet customers’ needs and expectations. We started from UAE, some products you can already find in Virgin Megastore in Dubai Mall and online shop and soon you will see Canyon at all big retailers and e-commerce. From March we are also launching in Oman and will conquer other markets in GCC starting from Q2.

How did Canyon react to the requirement of gamers during the pandemic?

Of course, the pandemic period showed us how important is to set up a home office to be productive and comfortable working from home. Canyon has all items in the portfolio needed to do it: from super comfy gaming chairs to web cameras and headsets.

Gamers are one of the biggest target audiences for Canyon and you can find all features in our products that gamers value the most.

Just try Canyon gaming keyboards with full customization software, red or black switches, macros assignment, dual-core IC chip, NKRO anti-ghosting and anti-jamming function followed by 22 types of backlighting can leave nobody indifferent.

Tell us the role of Canyon in Eco Lifestyle

As a brand, Canyon strives to support the environment and we switched our packaging to fully eco-friendly materials. Canyon’s motto says YOU CAN! It shows that brand identity combines youthful carelessness with a smart way of thinking:

• You can be yourself without aiming to impress others
• You can join the tribe of mindful consumers
• You can throw away imposed body standards – your body is your business
• You can care about the environment and live an eco-friendly life