I believe in open market and free competition and hate EXCLUSIVE deals, that will keep the prices high for customers. If they will use a network of European distributors (not one big fat cat per country) than the customer will win as the ones that market things better and offer better service will win the customers not the FAT CATS on exclusive deal. Actually I can drop ship anywhere in Europe via DHL or DPD within 3-4 days which is better than Entourage can offer for US distribution. I also run an Air Treatment shop and DIY parts shops and the infrastructure is already in place. But i bet they wish a deal with a local fat cat like PC world or WH Smith.
Also the product penetration to market will be better by using multiple distributors in each country. At least this model works better in Europe