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Aquatuning drops EKWaterBlocks products from webshop

Aquatuning drops EKWaterBlocks products from webshop

The Supreme waterblock was just one product that was developed under licence for EKWaterBlocks by Aquatuning

It seems all is not well in the world of water cooling as Aquatuning - probably the worlds biggest online retailer of water-cooling hardware, has announced it is to stop selling hardware manufactured by EKWaterblocks.

The move will affect all of Aquatuning's on-line webshops, which cover a vast array of countries including the UK and USA.

The stock has been removed with immediate effect, and it raises questions about just how big a dent in profits it will make for both companies, but particularly for Slovenia-based EkWaterBlocks, whose CPU and GPU waterblocks are very popular.

For Aquatuning, it means losing a popular key partner, although it has plenty of others to choose from such as XSPC, Watercool, Alphacool and Phobya.

A statement released by Aquatuning today reads:

With effect from 17.05.2013, the management of Aquatuning has decided to drop all EKWB products from the webshop. In 2007 and following years Aquatuning developed many products for EK Water Blocks under license and technology agreements among other products the EK Supreme CPU block, which immediately became the new No. 1 CPU water block. After many years of successful collaboration, EK Water Blocks surprisingly decided to stop the payment of the licenses to Aquatuning.

Due to the ultimatum from EK Water Blocks to either accept the breach of contract or stop buying products from EK Water Blocks, the Aquatuning management saw no other way then to inform the public about the background of the unprecedented incident never seen before in the 10-year history of Aquatuning.

We regret the end of the collaboration with EK Water Blocks very much, especially because in recent years many good and successful products have emerged from it. The products we licensed to EK Water Block will now be given to other manufacturers so that we can continue to bring revolutionary cooling products to market.


What do you make of this development? Let us know in the forum.

22 Comments

Discuss in the forums Reply
mi1ez 17th May 2013, 16:43 Quote
Messy and unprofessional. Disappointing from both companies.
GeorgeK 17th May 2013, 16:47 Quote
It is a bit odd for a spat like this to (a) become public and (b) end up as a statement on a company's website... Unprofessional indeed.
Nitrix 17th May 2013, 18:26 Quote
I can assure you this was a last resort and route that we did not want to take.

But the ultimatum from EK to either forget the owed payments or drop the range has pushed us to drop it and be upfront in explaining why we have done so.

And to make this perfectly clear we do still want to work with EK as it has been a successful relationship but to do this we need our agreements honored.
Snubbs 17th May 2013, 19:12 Quote
I would argue it isn't unprofessional on Aquatunings part, but rather honest/transparent.
Disappointing on EK's side, but will be interesting to see which manufacturer takes their place.
Woodspoon 17th May 2013, 19:28 Quote
Quote:
Originally Posted by Snubbs
I would argue it isn't unprofessional on Aquatunings part, but rather honest/transparent.
Disappointing on EK's side, but will be interesting to see which manufacturer takes their place.

Agreed
GeorgeStorm 17th May 2013, 19:38 Quote
Quote:
Originally Posted by Snubbs
I would argue it isn't unprofessional on Aquatunings part, but rather honest/transparent.
Disappointing on EK's side, but will be interesting to see which manufacturer takes their place.

+1

Don't see this as unprofessional from Aquatuning, if anything it's pleasantly honest.
Hakuren 17th May 2013, 22:11 Quote
Well if it means that Aquatuning will bring full range of Swiftech products then I'm all for it.

Looks like EKWB following 16th Rule of Acquisition:

A deal is a deal...until a better one comes along.
kingred 17th May 2013, 23:38 Quote
EKWB should have paid their bills.
Parge 18th May 2013, 10:33 Quote
Quote:
Originally Posted by Nitrix
I can assure you this was a last resort and route that we did not want to take.

But the ultimatum from EK to either forget the owed payments or drop the range has pushed us to drop it and be upfront in explaining why we have done so.

And to make this perfectly clear we do still want to work with EK as it has been a successful relationship but to do this we need our agreements honored.

Fair play, and fair play for coming out to comment. Very disappointing from EK - nearly everything in my WCing build is EK, but shady business practices are going to make me look elsewhere in future.
mars-bar-man 18th May 2013, 11:15 Quote
I could never really afford EK kit, just a little too expensive for me. So won't miss out here. Shame about EK's professionalism, or lack there of, though.
Goty 18th May 2013, 18:04 Quote
You know what they say about there being two sides to every story... I'm interested to hear EK's interpretation of events.
SAimNE 18th May 2013, 21:48 Quote
Quote:
Originally Posted by Goty
You know what they say about there being two sides to every story... I'm interested to hear EK's interpretation of events.
guessing they know they are big now, and decided paying what the promised wasnt worth it when they didnt need a partner. most obvious solution would be that ek are being dicks now that they have a completely solid name for themselves
Yaka 18th May 2013, 21:58 Quote
man just wtf is up with EK these days
Pranja 18th May 2013, 22:47 Quote
I read thid news several times,and never understand what is the reason for that-can someone explain me?

I only understand that EK is not paying something.
.//TuNdRa 19th May 2013, 04:28 Quote
Quote:
Originally Posted by Pranja
I read thid news several times,and never understand what is the reason for that-can someone explain me?

I only understand that EK is not paying something.

From what I can understand; Aquatuning was doing something or another to deserve money from EK, not quite sure what would warrant such an action, but I don't know Business, as part of this; Aquatuning had a massive stock of EK parts, which meant that, in turn, EK was seeing a lot of business through Aquatuning. EK has, according to the story, failed to pay some of the payments owed as part of the distribution deal, in return; Aquatuning issued the ultimatum, which EK refused to accept, leading to the current situation.

I suspect it went public so people would understand quite why Aquatuning have stopped carrying EK parts, rather than people just suddenly getting up in arms when they no longer stock something.
SlowMotionSuicide 19th May 2013, 08:58 Quote
Quote:
Originally Posted by Goty
You know what they say about there being two sides to every story... I'm interested to hear EK's interpretation of events.

EK's statement regarding the issue.

Seems AT wanted to go public with their side of the story first. Pre-emptive strike to discredit competitor or plain honesty towards watercooling community?

Each to his own view, but bottom line is, both companies will lose here.
makymaco 19th May 2013, 11:07 Quote
Aquatuning have links with alphacool and owns phobya. Now they have a complete range of products they want to get rid of a concurrent.

It's only very recently, alphacool propose a complete range of radiators and waterblocks, and i always suscpected an aquatuning specific support, with the publicity from the aquatuning user on xtreme systems.

I think they invested a lot to be the major manufacturers/resellers of watercooling products worldwide.

I think aquatuning isn't a neutral retailer.

If they lock the market, it is not on our favor, a fair concurency is in favor of customers.

Sorry for my english.
Nitrix 19th May 2013, 13:09 Quote
Quote:
Originally Posted by .//TuNdRa
From what I can understand; Aquatuning was doing something or another to deserve money from EK, not quite sure what would warrant such an action, but I don't know Business, as part of this; Aquatuning had a massive stock of EK parts, which meant that, in turn, EK was seeing a lot of business through Aquatuning. EK has, according to the story, failed to pay some of the payments owed as part of the distribution deal, in return; Aquatuning issued the ultimatum, which EK refused to accept, leading to the current situation.

I suspect it went public so people would understand quite why Aquatuning have stopped carrying EK parts, rather than people just suddenly getting up in arms when they no longer stock something.

The disagreement is over the licence fee for the EK Supreme, we showed how to manufacture this and agreed a fee to licence it to them. Sadly they have stopped paying.
Quote:
Originally Posted by makymaco
Aquatuning have links with alphacool and owns phobya. Now they have a complete range of products they want to get rid of a concurrent.

It's only very recently, alphacool propose a complete range of radiators and waterblocks, and i always suscpected an aquatuning specific support, with the publicity from the aquatuning user on xtreme systems.

I think they invested a lot to be the major manufacturers/resellers of watercooling products worldwide.

It is very strange that on their aquatuning.de website, there is only aphacool/phobya 2011 or 1155 cpu waterblocks (the socket for the majority of entusiast users) :
http://www.aquatuning.de/index.php/cat/c835_Socket-1156-1155.html

Where is the kolance 380 for example, the best cpu block tested ?

In many products area where they have a good offer, it is the same, a majority of alphacool and phobya products.

I think aquatuning isn't a neutral retailer.

If they lock the market, it is not on our favor, a fair concurency is in favor of customers.

Sorry for my english.

This is an interesting view but we actually make our money from product distribution so having to cut a large and popular range is not what we want to do.

As for our link if you click the boxes at the top of the page you will see the full range they are listed in performance order.

here is a clearer link for you http://www.aquatuning.de/index.php/cat/c1496_All-Waterblocks.html/XTCsid/o19akjagsck864koo3jugfol91
makymaco 19th May 2013, 13:59 Quote
Quote:

You are right, it is my misstake (i correct my post immediatly), But you can't deny you are supporting alphacool and phobya more than others and it is not fair attitude for all the others manufacturers
Nitrix 19th May 2013, 14:57 Quote
Quote:
Originally Posted by makymaco
You are right, it is my misstake (i correct my post immediatly), But you can't deny you are supporting alphacool and phobya more than others and it is not fair attitude for all the others manufacturers

ah ok

Phobya is an in house brand so of course they will get more support from us. Alphacool is just an amazing seller with there new radiator range and one of the few manufacturers that we have a marketing budget for.
makymaco 19th May 2013, 15:27 Quote
Quote:
Originally Posted by Nitrix
ah ok

Phobya is an in house brand so of course they will get more support from us. Alphacool is just an amazing seller with there new radiator range and one of the few manufacturers that we have a marketing budget for.

Thanks for the confirmation
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