Schneider Electric, the leader in the digital transformation of energy management and automation, has unveiled its new distribution channel initiative designed to extend its market reach and optimise inventory movement across East Africa.

Under the Pro Retailer programme, accredited resellers of low-voltage (LV) products in selected regions across the country have been appointed to promote, market and sell Schneider Electric products to end-users, electricians and other resellers in the market.

“Historically, Schneider Electric East Africa engaged directly with contractual partners like panel builders, system integrators, OEMs and distributors. However, last year, we identified a key opportunity in that many of our distributors were holding substantial stock, and existing mechanisms weren’t sufficiently moving products to end markets.

“To address this, we initiated a new channel strategy aimed at enhancing sell-out speed and regional accessibility,” says Geraldine Sande, Channel Sales Leader, East Africa at Schneider Electric.

She explains that Schneider Electric’s team was deployed across Tier 2 towns – smaller business hubs outside the primary cities – to identify existing Schneider Electric--affiliated retail points. These outlets, well known for supplying electrical solutions in their localities, became crucial nodes in the company’s expanded distribution landscape.

Consistent performance and regional influence

“Sell-out data revealed over 470 active retail outlets ordering Schneider Electric products from our distributors. Recognising resource constraints, we identified 20 key retail outlets that demonstrated consistent performance and regional influence,” she says.

“These outlets became our designated Pro Retailers, or anchor points within each catchment area from which smaller shops and electricians source their products. We formalised the model through a three-party agreement between Schneider Electric (Original Equipment Manufacturer and brand owner), the distributor (stock owner) and the Pro Retailer (last-mile interface).”

Since the start of this year, Schneider Electric’s Indirect Sales teams have provided product training to ensure Pro Retailers were technically equipped to represent its portfolio, rolled out branding across key retail sites and positioned Pro Retailers as the official representatives in their regions.

Schneider Electric has subsequently conducted workshops and technical training across these regions, and Pro Retailers were tasked with inviting their local reseller and electrician networks. By the close of the first quarter, the company had trained over 520 electricians and resellers. The momentum also uncovered an additional eight high-performing outlets, expanding the Pro Retailer network to 33.

Amplifying product accessibility

“Beyond distribution, Pro Retailers now serve as key financial intermediaries, offering localised credit to resellers and professionals they know and trust. This model not only amplifies product accessibility but also enhances our understanding of regional buyer behaviour and bankability,” says Sande.

Schneider Electric has committed to a focused rollout in Kenya, Uganda, Tanzania, and Ethiopia by the end of 2025. These represent its top-priority markets, and this phased approach allows it to evaluate impact before extending the model to the remaining countries served by the Schneider Electric Kenya office.

As the model scales, rigorous Pro Retailer qualification remains essential. Selection is guided by the verified sell-out activity, market reach and positioning, showroom capability and financial capacity. 

This structured approach ensures Schneider Electric maintains high standards of representation and reliability while empowering a network of partners who are deeply embedded in their communities. It is a model built not just for scalability, but for resilience, visibility and trust.

“This model does not just move stock, it builds trust, empowers regions and redefines access. With strong results across the top four East African markets, we are preparing for a broader rollout to the 10 countries served by the Schneider Electric Kenya office.” Sande concludes.