In an exclusive interview with IFA International, Karl Trautmann, Member of the Management Board of ElectronicPartner, offered a glimpse into the buying group’s forward-looking approach
Outlining ElectronicPartner’s alignment with EU directives, Mr Trautmann discussed the potential to build on existing “right to repair” efforts. He also explored how to keep retail outlets attractive to both consumers and personnel.
How has ElectronicPartner prepared for the new EU requirements set to take effect in 2026, namely sustainability reporting and the “right to repair”? We published our first sustainability report in 2021, well before we knew it would become mandatory. Since 2023, we have been working on practically implementing the Corporate Sustainability Reporting Directive (CSRD) requirements and the EU taxonomy for sustainable activities requirements for the 2025 reporting year. This is a monumental task for our entire organisation. We are also closely examining the current status of our headquarters and national subsidiaries. Local projects are a focal point, aiming to achieve energy self-sufficiency through photovoltaic systems, reducing and changing our fleet of vehicles, and promoting public transportation. Since 2022, we have invested a significant budget in peatland restoration, in line with the EU Nature Restoration Law passed in 2024. The “right to repair” is a sustainability measure our member companies have been implementing for decades, as over 1,000 of them operate their own workshops. We want to strengthen this initiative even further with a new specialised “Repair” group.
The right to repair can increase societal awareness of high-quality products that are durable
What opportunities is the “right to repair” creating for the retail sector? The right to repair can increase societal awareness of high-quality products that are durable, and consequently more sustainable due to their good reparability. This encourages customers to purchase higher-priced goods with better margins for retailers, fostering stronger loyalty to local dealers who offer professional repair services. At the same time, we need to cultivate a greater understanding among consumers that repairs should be performed by trained technicians. Our greatest challenge today is training enough skilled workers to meet the demand. To accomplish this, society must significantly elevate its perception and acceptance of the profession of “technician”.
How does ElectronicPartner support its members and franchise partners in attracting customers to their stores? As early as 2010, we recognised that the speciality retailers of the future must offer attractive and inviting sales spaces, expert advice, and excellent service. We launched a quality initiative for the EP: brand based on these factors. Since then, EP: brand dealers have achieved better sales figures than the average comparable store according to the market research firm GfK. And, starting in 2019, we began to take a similar approach with MEDIMAX, handing all stores over to independent entrepreneurs. Thanks to the efforts of our franchise partners and our support in modernising their stores and IT infrastructure, as well as in marketing and recruiting, MEDIMAX is now more attractive to customers than ever.
How important is IFA for ElectronicPartner? IFA has been the most important event for our industry for 100 years, and 87 years for ElectronicPartner. We always encourage our members and partners to attend.
Attracting new talent to retail
According to Mr Trautmann, finding skilled personnel for the retail outlets under the ElectronicPartner umbrella and suitable entrepreneurs to take over or establish new stores can be a challenge. The company has consistently worked at building its employer brand through campaigns like “ElectronicFamily,” aimed at increasing the company’s visibility. “Given the shortage of skilled workers, a strong employer brand is crucial for attracting suitable employees,” asserted Mr Trautmann. The campaign “emphasises that speciality shops and stores are not solitary entities but part of a large corporate network that offers many benefits and career advancement opportunities for employees.”
To find new entrepreneurs ready to acquire or set up a new EP: speciality shop or MEDIMAX store, ElectronicPartner launched its “Become a Partner” campaign last year. “As hard to believe as it may sound, finding suitable candidates is challenging.” Several factors have to align, said Mr Trautmann, such as finding motivated entrepreneurs with experience who are also available to work in the area where a potential store is planned. So far, the campaign, which the company plans to further optimise, has attracted several new recruits. “We already have some initial success stories to share – but we need significantly more!”
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