Carphone Warehouse founder Charles Dunstone on international strategy [Video]
It's easier to launch internationally with the financial strength of the home market
Opening in Ireland “was a sort of accident”, says Charles Dunstone, founder of Carphone Warehouse.
“Someone had started trading as Carphone Warehouse in Ireland and the only way to stop them was to start trading there ourselves” he recalls – it wasn’t a decision motivated by strategy so much as necessity. He was then able to launch in France because someone he knew wanted to, so he “gave him some equity in the French business”.
Every market has “their challenge”, Dunstone explains, “but it’s a lot easier when you’re doing it with the financial strength and the systems and experience from the home market when you very first start out”.