The CE The CE Retail business is a shark tank with very competitive brands. Furthermore, the pricing policies are tight and therefore very competitive. For brands trying to enter the market and gain market share, there are huge barriers. One is having to spend a lot on store space. As well as real estate. The other is that you almost can’t build without being present in the accounts MSD(MEDIASATURN), Müller & Kaufhof/Karstadt. Software partner was already at MSD as a distributor for established brands. Their broad portfolio of products across multiple departments gave them an advantage. They had distributed hard drives and storage media to this account in the past. Now their plan was to diversify. Therefore to establish a mobile accessories brand of their own.