Started in 2002, Syntech has become a titan in the technology distribution space in South Africa. If you live here, you have almost certainly bought, used and loved an electronic that Syntech has helped to bring into the country.
With massive brands under its belt such as AMD, Crucial, Xiaomi, MSI, Romoss and many more, Syntech has again made a splash in South Africa recently with its GIZZU products. GIZZU focuses on products that help power the country through loadshedding with Portable Power Stations, UPSs, rechargeable lights and even solar panel options.
It’s no surprise then that online marketplaces such as Takealot are filled with thousands of reviews for GIZZU products that show how much the brand has helped during these dark times as stage 6 becomes the new norm for loadshedding.
To find out just how Syntech ticks and what it takes to build a brand like GIZZU in South Africa, we recently sat down with Craig Nowitz, CEO and Ryan Martyn, Sales & Marketing Director.
The pair informs us that the secret to their success is a set of core principles that leads Syntech in their endeavours.
“The first principle is passion. Is this a brand we are passionate about? One of our core values is appreciation of excellence, so we want to partner with brands that we can get excited about. If we can get excited about it we think others can too,” Martyn tells us.
The second principle is suitability for the South African market. There are countless products on the international market that don’t make the most sense for the local market, so Syntech needs to be keenly aware of what can be viable here. It’s a delicate balance of cost, features, value and more than the company has honed over more than two decades.
Value of products isn’t just inherent to the brands themselves, as the third principle is what value Syntech can add itself. Both Martyn and Nowitz consider Syntech to be not just a distributor but a custodian of international brands. Being a custodian means that every step of the chain from factory to end consumer is done right and, again, this complex process is backed up by Syntech’s many years of experience.
A major part of the supply chain is compliance with international and local standards for electronics, along with quality assurance. To ensure this, Syntech actually has three offices – one in Cape Town and one in Joburg making up the South African side and then one in Shenzhen, China. Shenzhen is the heart of electronics manufacturing in China and possibly the world. This boots-on-the-ground approach to this important area allows Syntech to keep a watchful eye on what comes into South Africa.
“We have an independent test lab in China that we use. This lab will do full certification and testing under the latest standards and produce reports to meet local requirements. We also do ongoing spot checks at the factories, so we will randomly send team members out to do investigations to ensure that the quality of work is just as good as the last time we checked,” Nowitz adds.
For brands looking to come into the South African market, the fourth principle of alignment is of particular importance. This is the alignment of a brand’s vision and strategy with Syntech. By following the same path as the brands, Syntech ensures that the relationship lasts as long as possible so consumers can enjoy continued product releases and support.
This brings us to the last principle of exclusivity, as Syntech is the sole distributor of the majority of brands under its purview. Unlike other distributors that see brands as just a line of products or a name, Syntech sees them as their own children. With a singular focus, Syntech can ensure no deviation from growth goals and overall vision. When Syntech partners with a company, it takes that brand as its own to put in the maximal effort for success which may be diluted by third parties.
Do you want to hear more about Syntech and how it brings your favourite electronics into South Africa? See our recent podcast with Nowitz and Martyn here.
