Tell us a little about the history of your company

Founded in 2001, Fenix Light Limited designs and develops high-quality flashlights, headlamps, camping lanterns and accessories. The company employs more than 400 employees who specialize in R&D, manufacturing, sale and brand operations. The Fenix brand has successfully entered the major outdoor/military/law enforcement markets, and is sold to more than 100 countries and regions worldwide. With manufacturing based in Shenzhen, China, Fenix creates unique products in a company-owned facility, and exceeds industry standards with additional in-house testing protocols.

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What has been your company’s business strategy to gain market share?

Based on high user demand, Fenix is focused on innovation, resulting in high performing and reliable products. The company is committed to enhancing relationships with all local authorized dealers, distributors, key accounts like REI, Grainger, Galls, Wesco, Fastenal, Dicks’ Sporting Goods, etc.

Fenix continues to invest in markets like outdoor recreation, commercial, government, military and law enforcement with ongoing product development that surpass market needs. The company leads the way in worldwide customer support for retailers and their consumers.

Describe the core branded products of your company that you promote most heavily?

Fenix’s current best-selling products: 

  • Flashlight: PD35TAC/TK47UE/TK35UE/TK16
  • Rechargeable flashlight: RC20/UC35/UC30/TK20R
  • AA batteries headlamp: HL30/HP15UE
  • Rechargeable headlamp: HL60R/HP25R/HP30R
  • ECO Series headlamp: HL40R/HL32R/HL12R

More and more Fenix products with high performance and reliability:

  • Waterproof: Waterproof up to 2 meters for 30 minutes.
  • Dustproof: IP68 Rated--Absolutely dustproof.
  • Shockproof: Impact resistance up to 2 meters.

In addition, Fenix will explore the specific market further (like the industrial safety market) and develop more new products (like intrinsically safe flashlights) to meet various users’ demands in future.

How do distributors contribute to your success in the marketplace?

Distributors’ extended market reach and relationships help expand Fenix sales opportunities and brand exposure.  We feel our job is to continue to develop industry leading products that build upon the confidence of our distributor relationships, their sales force and their end customers.

Do you offer them training? What other value-added services?

Sales support, training, and increased merchandising will always be imperative to continued growth. However, staying focused on supporting the end consumer and their satisfaction is the best way for all sides to have success.

What business characteristics do you look for when selecting to work with a distributor?

Relationships and service are obvious initial factors.  One of the main deciding factors on why companies decide to use new products and services is relationships.  We want to offer our innovative products to distributors who have a passion and know how on where Fenix products will fit in their daily relationships.

Do you have any recent news about new facilities or new personnel to report?

Fenix is committed to providing the best equipment, facilities and employees to support the company’s extreme annual growth for the past 10 years. Recent completion of the new research and development facility is something to behold. Over the past 12 months, Fenix has grown to more than 60 designers across eight teams that focus on multiple product developments for a variety of industries. Now the company can create remarkable new products for thousands of needs.

Describe your current financial picture.

Fenix has had aggressive growth in the US and worldwide with double digit percentages each year.  We feel we have a chance of continued substantial growth in the near future (3 to 5 years) in all the markets we support.

What should distributors know about your company’s future, in terms of short- and long-range plans?

As mentioned above, Fenix will continue to develop itself based on user demand, and will focus on future product innovation and new market development. We are committed to offering best products and services to our distributors and customers, thus expanding Fenix’s brand awareness and market share in further development.