Beyond the Screen: Union Distribution in Conversation with SELL Magazine

This interview was first published in Hungarian in the October 2026 issue of SELL, the Hungarian trade magazine for retail, home appliances, IT and consumer electronics (page 63). Below is the full English version.

Following its strong presence at IFA 2026, Union Distribution continues to expand its European business with Blaupunkt smart TVs, OTT devices, and display mounts. We spoke with CEO Alex Viazlo, Head of Marketing Anastasia Lukasevich, and Country Manager Tomasz Rogalski about market opportunities, partner support, and building long-term B2B relationships.

Alex, Union Distribution delivers impressive results year after year. What lies behind this continuous growth, and how has the Blaupunkt portfolio evolved under your license?

Alex Viazlo (CEO): Honestly, it always surprises us how every single year we set ambitious targets, and then end up completely outperforming them! For our team, IFA is almost like a big final show where we take a step back, look at what we planned, and realize we’ve done so much more.

The secret is simple: we have a fantastic team of true professionals who work seamlessly together, know their local markets inside out, and provide maximum hands-on support to all our distributors. A great example this year happened right before IFA 2026: we delighted our partners with the new Amazon Fire TV OS, and now our portfolio includes all the world’s top operating systems — Google TV, Samsung’s Tizen, and Amazon Fire TV.

Alongside this, we offer an excellent portfolio of premium products with the best balance of technology, quality, features, and price on the market, largely thanks to the very strong support from our memory and technology suppliers, our ability to quickly adapt to market changes, and our long-standing experience.

Anastasia, European buyers are notoriously selective. How does the market perceive Blaupunkt today, and how do you support your partners from a marketing standpoint?

Anastasia Lukasevich (Head of Marketing): Blaupunkt’s century-long German heritage gives partners a strong foundation of brand recognition. Our role is to turn that recognition into relevant local marketing and compelling reasons for consumers to choose the brand.

We go beyond product supply and brand licensing. We work alongside partners to develop tailored marketing plans, create localized content and digital assets, support retail promotions, and activate campaigns across online and offline channels.

Our experience across Amazon and European marketplaces such as Kaufland, Allegro, Worten, and OTTO also helps us understand local category dynamics and promotional opportunities. We use these insights to help partners adapt their product offerings and marketing activities to specific markets, with the goal of building stronger consumer engagement and supporting sales growth.

Tomasz, from a commercial standpoint, what makes working with Union Distribution so straightforward and reliable for retail chains and distributors?

Tomasz Rogalski (Country Manager): Working with us is really easy for any partner. We have such a wide range of products that anyone can find exactly what they need for their specific market and customer tastes.

Our offering covers the entire display spectrum — from high-demand, budget-friendly LEDs and bright QLEDs to our flagship QD-MiniLED panels. In fact, Bureau Veritas France gave our MiniLED model top scores across all key performance metrics, and we are already preparing its next-generation upgrade arriving in Q1 2027!

Because we are headquartered in the Czech Republic and have regional offices with local experts across key markets — including Germany and Spain — we deeply understand the specifics of each region. This enables us to not just ship boxes, but truly help our partners build the right product matrix and set up the best pricing strategy. We offer a unique product portfolio that no other supplier on the market can match. Whether a client needs standard, high-volume TVs, niche 12V travel models, interactive smart boards, or complete solutions for business and education, we’ve got it covered.

And I think the best proof of how easy it is to work with us is simple: every partner who has ever started working with us has stayed on as a loyal, long-term partner!

What is your main message to potential partners as we prepare for the 2027 season?

Anastasia Lukasevich (Head of Marketing): We empower our partners to compete effectively with up-to-date product information, localized content, short videos, and targeted campaigns. We’re also developing fresh concepts for IFA 2027 to showcase Blaupunkt even more strongly.

Alex Viazlo (CEO): With Union Distribution, partners gain more than access to Blaupunkt products. They gain an experienced team, European market expertise, operational infrastructure, and hands-on marketing support. We look forward to building new partnerships and helping our existing partners unlock further growth in 2027.

As published in SELL

The original Hungarian version appeared on page 63 of the October 2026 issue, under the headline “Több mint televízió” — “More than a TV”. Here is the page as it ran in print. You can also browse the full issue online.