UGREEN is looking to take the fast-growing UK charger market by storm – and resellers can have a large and important part to play in that.
The market for device chargers is growing rapidly thanks to changing working habits and legislation.
Below, Yucheng Chen, EU Sales director at UGREEN, explains the opportunity this market – and UGREEN – presents to resellers.
News in the Channel: Tell us about UGREEN for those who don’t know the company?
Yucheng Chen: A lot of the UK channel hasn’t encountered UGREEN yet. That’s the honest starting point – and changing it is a big part of what my team is here to do.
UGREEN was founded in 2012. We completed our IPO in 2024, have more than 200 million users globally, and hold 1,400-plus patents. The product range includes cables, power, docking and network attached storage – resellers can build a complete offering around a single brand.
We have a UK team and a UK warehouse. Fast fulfilment, real commercial support, and distribution through Westcoast, Hypertec, EGE and Genuine Solutions. We’re building reseller and retailer partnerships across the UK. The infrastructure, warranty support and commercial backing are all in place.
The channel opportunity is significant – and a lot of it is still untapped. That’s why we’re here.
Q: UGREEN is at the cutting edge of this technology?
YC: Innovation sets the benchmark everyone else prices against. The Nexode 500W – the world’s first 500W GaN desktop charger – charges six devices simultaneously, delivers up to 240W through a single USB-C port using PD 3.1, and runs at over 95% conversion efficiency through six GaN chips.
When we launched the world’s first 300W charger, we stayed well ahead of the curve for nearly two years. The 500W repeats that cycle. We believe that ultra-powerful charging should be simple, smart and seamlessly fit into everyday life.
For the channel, that innovation story translates directly into margin and positioning. You can sell a UGREEN charger on performance and brand authority, not just on price. That matters more now than ever. Apple has already removed the charger from European M5 MacBook Pro boxes. From April, every new laptop sold under EU rules ships without one. Every laptop deal now generates a mandatory charger sale alongside it – and the reseller who stocks the performance leader captures that margin.
Q: Is the market growing for portable storage solutions?
YC: The underlying demand is real. The pricing environment is brutal and channel partners need to understand why before they plan inventory.
AI data centres have consumed the majority of global NAND wafer capacity. Samsung, SK Hynix and Micron have all shifted production towards high-bandwidth memory for AI infrastructure. TrendForce reported in January 2026 that NAND Flash contract prices are expected to rise 33–38% QoQ in Q1 2026, with client SSD prices forecast to increase by over 40% – the steepest increase among NAND Flash products. Samsung has raised prices on select memory chips by up to 60% since September 2025, according to Reuters.
For resellers, two things follow. First, storage bought at today’s prices will cost more to replenish – forward inventory positions make sense where cashflow allows. Second, customers who treated storage as a commodity purchase are now having a different conversation, and that’s where UGREEN’s NASync AI NAS portfolio sits well. Premium, differentiated, margin-positive. The bargain 2TB SSD market is under severe pressure. The premium NAS market is a different story.
Q: What are your expectations for the market for the rest of the year?
YC: The charger and docking markets have good structural tailwinds. The laptop unbundling shift is live, the AI PC refresh cycle is building, and every Thunderbolt 5 device that enters the market creates a docking station conversation. On storage, the NAND pricing pressures are real and won’t ease quickly – channel partners need to plan inventory, communicate with customers early and shift towards value-based selling rather than competing on a price point that keeps rising.
For UGREEN, this year is as much about building the UK channel as it is about selling product. We’re recruiting reseller and retailer partners who want a credible, full-range accessories brand with local support and proper commercial infrastructure. The differentiated channel product range is a key part of that conversation – partners can build a real accessories practice around UGREEN knowing the margin is protected, not undermined by the same products appearing cheaper elsewhere.
If you’re a reseller who hasn’t yet spoken to our UK team, the conversation is worth having. The product range is strong, the commercial support is in place, and the market needs what we build.
For UGREEN, this year is as much about building the UK channel as it is about selling product. We’re recruiting reseller and retailer partners who want a credible brand – one that covers the full accessories range and NAS storage – backed by local support and proper commercial infrastructure. The differentiated channel product range is a key part of that conversation. Whether a partner wants to build an accessories practice, add NAS to their storage offering, or both, they can do it knowing the margin is protected – not undermined by the same products appearing cheaper elsewhere.
This article first appeared in News in the Channel magazine issue#39.
