Cellnet to launch its own CE product line

Cellnet has extended plans to participate in the consumer electronics business by announcing an AV Import division designed to source, brand and market its own range of electronics goods.

Newly appointed general manager of the division, Gary Newman, said the new division would be dedicated to the traditional brown goods market. It will operate separately to the company's IT Wholesale, Cassa and Consumer Products subsidiary.

"We'll be looking to establish our own series of brands and warranty terms," he said. "Rather than being just a distributor, we want to establish our presence in the retail market with viable, CE products."

Newman said Cellnet had already finalised samples of a broad range of products, including TVs, LCD and plasma screens, DVD recorders and players and home theatre surround sound speaker and amplification systems. It was now in the process of registering several brand names. These would be made official in the coming weeks.

The AV arm was also in discussions with a national warranty provider, he said.

"The players out there are not focused on after sales," Newman said. "We plan to go out there with a good range of products that have strong after sales and customer care support."

However, the new division would not develop any IT products, he said.

"We won't be looking at any IT products where we have distribution agreements with other vendors," he said.

Although traditional Cellnet resellers would not be excluded from selling the forthcoming CE goods, Newman said it would be concentrating on issuing its products through national retailers rather than IT dealers.

The new division is the second step in Cellnet's plans to embrace the burgeoning convergence market. The distributor established a Consumer Products division in July last year as part of plans to to expand its offerings for the home entertainment market.

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