Syntech Distribution, which has cultivated its own successful product lines WINX, Gizzu, and PCBuilder within South Africa, is now strategically expanding its market reach internationally.
From the very beginning, our commitment has been to bring top-quality products to South Africa,” says Syntech co-founder and marketing director Ryan Martyn. “So we realised it was time to explore opportunities beyond our borders.”
Part of the secret to the success of Syntech’s WINX, Gizzu, and PCBuilder offerings lies in the company’s strong and enduring partnerships.
“Historically, we have built lasting relationships with our manufacturers,” says Martyn. “At the same time, we believe in nurturing trusted relationships with our resellers and suppliers.
“By maintaining consistency, we’ve been able to ensure we get the best products to the market.”
The big game-changer happened in 2020 and 2021, when the world went into lockdown during the Covid-19 pandemic. “That time disrupted everyone’s face-to-face connections and for two years it was impossible for us to visit our manufacturers in China,” Martyn notes.
As a result, many companies shifted their operations to be totally remote. “But we took the opposite tack: we wanted to build even closer relationships.”
So Syntech set up a wholly owned foreign entity in China to take care of manufacturing – along with a Hong Kong office to look after its trademarks.
“This was all exceptionally complex and took a long time to get right,” Martyn shares. “But it means that we are able to maintain long-term relationships with our suppliers and develop trusted brands that customers can rely on.”
Having found success with its own brands in the home market, Syntech started to look outside of South Africa for further growth.
Research showed that Thailand and the Phillipines were two markets that would respond well to the combination of high-quality and competitive pricing offered by the WINX and Gizzu brands. And, because they’re in close proximity to the factories in China, Syntech is able to get products to market quickly.
Product development, branding, and packaging were all designed with the local market in mind, but a lot of the merchandising and marketing material had to be translated and reproduced for each new market.
Once ready, Syntech set up infrastructure to hold stock in-country and started selling its South African brands via online marketplaces in Thailand and the Phillipines.
Craig Nowitz, CEO of Syntech.
“Holding stock in-country is important to facilitate speedy delivery,” explains Craig Nowitz, CEO of Syntech Distribution.
The company has also differentiated itself by offering quality products at an affordable price point. “We are also fairly unique in offering a two-year international warranty, compared to the six months to a year offered by most competitor products.”
The strategy is working, Nowtiz says, and the business is showing encouraging growth.
As the brands become better known, and start building trust, Syntech is starting to get enquiries from volume-based distributors to take on the products.
“We are also learning a lot about building brand equity in a new market,” adds Martyn. “We realise you need to understand what each market requires in terms of product offerings – and that each market operates differently from any other.”
One thing that has stood out for Syntech is the fact that the South African market is remarkably sophisticated compared to many others.
“We operate in a tough market, but customers understand value,” says Martyn. “South Africa has been, and continues to be, a vital market for us – both as a place where we test and refine new products, and as a cornerstone of our growth.
“We’ve been able to take what we’re doing well here, and scale that globally.”
It’s not just a one-way street either: Martyn believes South African partners and customers will benefit from the expansion of these South African brands into global markets.
“All of our R&D, packaging, marketing, and more takes place in South Africa,” Nowitz points out. “We are quite proud of the fact that we are sitting at the bottom of the world and making a difference worldwide.”
While it’s opening up new markets in Asia, Syntech is also in discussions with a potential partner in the Middle East for its Gizzu power station products.
And Africa is also benefiting from the distributor’s global ambitions: Syntech works with reseller partners in SADC countries, servicing them from its South African warehouses.
All of Syntech’s products, including its own WINX, Gizzu, and PCBuilder, are distributed via resellers to neighbouring countries in southern Africa.
“What’s important in all of the geographies we address is that we work with people who understand the market and have relationships on the ground,” Martyn says.
“Because, at the end of the day, it’s the relationships that are of the utmost importance. Price is a consideration, but the total value is key.”
Having dipped its feet into the international market, Syntech is keen to continue its expansion.
“The world is so much bigger than South Africa,” says Martyn. “The potential is huge.
“But the most important thing is that we can add value, especially in developing markets. We think we can make a difference in these markets without having to re-engineer everything from the ground up.”
Syntech is not only expanding its markets, but is also continuously expanding its product ranges.
“We can’t keep up with all of the new products we are bringing in,” Nowitz says. “There is plenty in the pipeline.
“And as Syntech grows abroad, the local market gains too – resellers here can expect stronger brands, more support, and products that carry global credibility while staying rooted in South Africa.”