Menlo Electric, a fast-growing Polish distributor of PV modules and inverters in the EMEA region (Europe, Middle East and Africa), announced its expansion into the Middle East and North Africa markets.
With ample solar irradiance resources, countries in the region, particularly those in the key markets, have enacted relevant regulations to fight climate change and facilitate energy transition through solar energy. For instance, South Africa set a goal to reach 19-GW renewable energy capacity by 2030, among which a large portion will be achieved by solar projects. Since entering the country in January this year, Menlo Electric has already made great strides within a short period of time by taking around 10% of the market share.
The ambition to expand into the two markets is backed by Menlo Electric's commitment to providing high-quality solar components with exceptional customer experiences. As part of its strategy, the company has developed partnerships with "a range of renowned brands that were previously underrepresented in the region," said Bartosz Majewski, CEO of Menlo Electric; these include Deye, Tongwei, Jinko Solar and Sungrow. Last month at Intersolar 2023, the company and Sungrow had secured a commitment of 2 GW.
"Through strategic partnerships, such as our collaboration with Deye and Tongwei, and in selected markets with Jinko and Sungrow, we can now provide customers with a comprehensive portfolio of high-quality PV components tailored to their specific needs. These collaborations will help us to deliver premium renewable energy solutions to our customers at competitive prices," added Majewski.
Menlo Electric also prioritizes hiring local technical teams to ensure comprehensive customer support when entering a new market, creating new jobs in the region while offering professional technical training and support for local traders, wholesalers and installers.
Many foreign solar component manufacturers would come across lots of barriers when tapping markets within the EMEA region where there are varying cultures, languages and business climates. Menlo Electric's instance suggests that more professional local distributors are expected to emerge to help foreign manufacturers make presence in local markets. On the flip side, this offers another effective means for solar companies for expansion into this region.