About Us

The Brand Dyras

dyras is a leading brand of people-oriented solutions in the fields of household appliances, wellness and beauty and electronic entertainment offering a dynamic combination of cutting-edge technology and ease-of-use. The dyras brand has become widely regarded in its distribution areas and is today synonymous with reliable products at affordable prices.

The Global Electronic Factory Inc.Zoom

dyras products are manufactured by the US-based The Global Electric Factory, Inc., (The GEF) in the Far East. Product development, procurement of components, production and quality management are strictly supervised by the internal Engineering Department. All devices come with a CE marking which confirms that the product conforms to all legal EU requirements.

dyras brand products are tailored to meet the specific requirements of the markets dyras distributes to, be it in design, specifications or value-for-money ratio.

dyras-branded devices provide upper-middle class quality. They are clearly superior to low-end devices in all aspects especially with respect to design, quality and after sales service. Moreover, they are very competitive with respect to price and cost when compared to high-end devices, often even including high-end features.

Ever since its foundation, excellent quality has been a fundamental goal of dyras. The reliability and safety of dyras products is assured by an uncompromising Quality Management system.

History of the Dyras Brand

1977 – 1987

The first incarnation of the group, the dyras GmbH & Co. KG, was founded in Nuremberg, Germany in 1977. It achieved its initial successes with the development and production of interface adapters for long-distance data transmission, followed by the development and implementation of an OEM product range for consumer electronics. It was with this product range that dyras entered international trade. Global orders from industrial companies were fulfilled, and new industrial products were developed and produced. Additionally, a mail order business was started.

Dyras catalogue '83.jpgZoom

In 1983 dyras issued its first illustrated catalogue offering more than 2,500 products including measuring devices, home consumer electronics, mobile consumer electronics, electromechanical components, electronic components, kits and modules, tools, electric equipment and books.

1987 – 1997

Due to the political and economic changes in the late eighties and early nineties, the group had to be restructured. The management center for international operations was relocated from Germany to the United States. Owing to strong cost increases, production of dyras brand products were relocated from Japan, Korea, and Taiwan to China.

As a consequence of the great political and social change in the Central European region at the time, whole industries disappeared, which led to a loss of purchasers of electronic industrial products in this region. As a consequence, the dyras product range had to be modified and adjusted to the new conditions and new products emerged accordingly.

90s gift box designZoom

Under the supervision of the dyras Service Center, the distribution of dyras brand products commenced nationwide in Hungary via two Hungarian direct importers targeting the growing demand for consumer goods, electronics and household appliances.

In order to stabilize and raise the degree of brand awareness, an intensive advertising campaign was co-ordinated in TV, press and radio in the mid-nineties.

1997 - 2007

Distribution channels to, and supply agreements with, multinational groups and wholesalers in Hungary, such as Tesco, Auchan, Praktiker, Metro, etc. were established. Additionally, joint advertising campaigns were formulated.

Tesco Bors adZoom

In 1999, the dyras wwe.trading Kft., which is the exclusive importer, distributor and manager of the dyras Service Center, was founded.

A new organisation, distribution and marketing concept developed by the dyras wwe.trading Kft. was formulated in 2003. In the following year, a clearly and precisely stipulated 6 year pilot project applying this concept was initiated in Hungary, intending to serve as a reference later on for interested parties in a local sole agency for the purpose of business development.

2007 until now

In 2010, the pilot project was evaluated. The results in terms of turnover, profit and company capital showed great success.

After 8 years of successful development of the distribution in Hungary and with regard to the success of the pilot project, the markets which dyras distributed to increased. This means that dyras products are now also sold in Poland, Czech Republic and Slovakia with more than 64 million inhabitants in total.

Dyras Distribution AreaZoom

Now, in 2015, the time is ripe for our next stage of development: We are going Europe-wide and, in the course of this new expansion, have assigned the exclusive rights for Europe to MarketDome co.ltd.