SET TO ELEVATE THE SHARP BRAND

He has a background from Philips and Hisense, and we meet him at the end of April at the PowerUp CE training fair at Gardermoen.

Sharp manufactures its TVs for the Nordic market in Poland, but according to Daniel Eriksson there is a consistent Japanese structure throughout the entire production process. This has impressed the new sales director, who has visited the factory and seen how the production lines are quality-assured in accordance with Japanese standards.

– Japanese quality is the most important thing of all. They focus on the end customer and on quality that is built to last. Quality is absolutely the most important thing for the Japanese. And safety, says Eriksson.

He believes this is a strength for Sharp.

The goal is top 5

– What will be your biggest challenge as the new sales director for Sharp in the Nordics?

– We will continue to further develop Sharp, while strengthening its position as a leading quality brand in the Nordics. We will build the brand in close co-operation with our partners, create stronger visibility, so that end customers also open their eyes to our quality products, says Eriksson.

Sharp has a stated strategy of entering the market as a top 5 player in the Nordics. Eriksson says he believes fully and firmly in this strategy.

– We have a great deal of new products coming in, both in the second half of the year and above all in 2027, with QLED and MiniLED, he says.

Power partnership

At PowerUP CE, the focus is on further developing the collaboration with Power. Previously, according to Eriksson, this has largely revolved around promotional models in the entry-level segment.

– We are now aiming for a long-term partnership together with Power, where we want to move from a campaign-driven collaboration to long-term category development and growth. Together with all our partners, we are expanding to the full range, from entry level to premium, says Eriksson.

He says Sharp is still a Japanese company, even though Foxconn has come in on the ownership side.

– This is the world’s largest electronics manufacturer. With support from them and with Sharp’s Japanese quality heritage, we have a strong foundation for further growth, says Eriksson.