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New peripherals brand in Australia

  • 24 November, 2007 15:57

<p>New peripherals brand in Australia based on idealism</p>
<p>Melbourne, November 20th 2007: Sandberg Australia has just been established, with the aim to make Sandberg products available to the Australian customers. Sandberg is a Danish brand of IT accessories, and it is a brand with a mission: Sandberg simply wants to make it easier for everybody to use the new and advanced technologies. Keeping pace with technology is increasingly important to every citizen. Sandberg wants to put the latest technologies within everybody’s reach independently of their skills.</p>
<p>Sandberg does not come with a large-scale marketing budget. They don’t have fancy cars or shiny offices in Sydney. What they come with, is an impressive series of IT peripherals within network, cables, sound products, USB accessories, and all kinds of adapters. Everything has been carefully balanced to the needs of a private consumer.</p>
<p>Sandberg spent 10 years building the concept in Denmark, before starting to export. Erling Hoff Petersen, business development director, says: “Inevitably, we would make some mistakes and errors the first years. So we did. We corrected them and took advantage of the experiences to make everything better, e.g. our quality concept, which is second to none in our product lines. Working in a small market, it is fast and easy to correct the mistakes, and feedback is given directly. Non-ambitious? No! We just didn’t want to rush things, before we were ready. Now we are.”</p>
<p>Sandberg Australia is a part of Selandia Pty Ltd – an Australian distributor known for bringing other high-end brands like e.g. Zepto notebooks to the Australian market. Nils Jensen, managing director of Sandberg Australia, says: “The Australian market is mature and ready for products focusing on ease of use, design and quality, rather than only a narrow focus on price/performance. The Australian consumer is well aware that a computer system needs to be connected and equipped properly. A few years ago, you would see consumers buying a high-end computer system and low-end devices and connections, just like building a house of best-quality bricks and windows, but low-end mortar. Sandberg brings high-end quality and ease of use to the mortar of a computer system. Today, this is a market demand.”</p>
<p>Jensen continues: “Sandberg is a natural choice for us. The quality is unique, the online help tools, instruction guides and the products themselves have been designed to be used by everyone. And on top of this, Sandberg products come in good-looking self-selling retail packaging, combined with prestigious shop-end systems and unrivalled online services for web-shops. This is a market conqueror.”</p>
<p>The majority of consumers decide which brand of small peripherals to choose in the stores, physical as well as online. Therefore, Sandberg focuses on being a good business to the dealers too. Several Sandberg advantages have been established to ensure this:</p>
<p>• Good looking packaging with non-technical text, which everybody
can understand.
• Easy-to-follow instruction guides with all technical details
consistently placed on the last page.
• Free live support service to both dealers and consumers.
• A very high level of quality control, consisting of up to 7 individual
QCs per product. Almost 90% of the Sandberg products have less
than 0.01% defectives (1 out of 10,000).
• 5 years warranty.
• Fair pricing to dealers and consumers.
• Great online presentations and downloads: .
• Free to use and implement 3rd generation configurator: The
Sandberg Guide (available from ).
• Free space management and automated reordering software,
including planogram design tool available for all kinds of retailers: .
• Free access to product data feeds for web-shops.
• Free racks, POS materials, and assortment assistance are available
to dealers.</p>
<p>In 2006, more than 2,500 dealers in Denmark awarded Sandberg the prize as the World’s best performing supplier overall, measured in dealer profits. (Source: CRN Image Awards 2006).</p>
<p>Interested dealers can register via or contact Sandberg Australia by telephone (03) 5977 7048 or email .</p>

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