Aquarius AQdesk

2024: Brand Registration

In early March 2024, it became known that the Russian manufacturer of IT equipment "Aquarius" filed applications for registration of more than 10 new brands under which it is planned to sell consumer electronics. Products will be offered on marketplaces and in online stores.

According to the Vedomosti newspaper, the new trademarks include Aquarius AQbase, Aquarius AQbios, Aquarius AQdesk, Aquarius AQstor, and Chelobrek. Brands cover a wide range of consumer technology: smart speakers, smart cards, smart glasses, smartphones, including foldable, smart watches and other electronics.

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Market participants believe that due to the listed trademarks, Aquarius intends to create a recognizable brand for the retail segment. In the future, based on such an ecosystem, the company may launch its own application store. Olga Shernek, product director of the Aquarius group, says that the company's product range is expanding rapidly, and therefore the introduction of a new system for categorizing and designating devices is required.

At the same time, Sergey Vilyanov, an analyst at Fintech Lab accelerator, believes that the retail market is far from what Aquarius has traditionally done. The company produces primarily personal computers, monitors, all-in-ones, laptops, tablets, servers, storage systems and switches. Aquarius operates in the b2b segment and supplies solutions to state customers. As Vilyanov notes, the company can spend several billion rubles to study the consumer market. In November 2023, Aquarius announced plans to invest 40 billion rubles by 2026 in expanding production and developing new products. We are talking, in particular, about smart TVs, speakers and smartwatches.^[1]

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