Shriro Australia has lost the distribution rights for Casio's digital cameras to Hagemeyer.
The contract with Casio ended last Friday. However, a spokesperson for Shriro said the company would continue as distributor for all other Casio products such as its keyboards, watches and calculators.
Hagemeyer camera product manager, Meg Wise, said it won the contract on the success it has had distributing Minolta cameras.
"We are a strong sales and marketing company," Wise said. "They [Casio] have seen our stronghold in photographics."
However, Hagemeyer loses the Minolta contract shortly. This is due to the merger last year with Konica. As a result, Konica Australia has decided to distribute Minolta cameras through its distribution channel, and not through Hagemeyer.
Wise said Hagemeyer was not taking on the entire Casio camera range yet. It would initially focus on three models: The Casio QV–R51, QV–R40 and the EX-Z4.
"We want to first create brand awareness," she said.
It planned to extend the range in April, Wise said.
Hagemeyer officially starts selling Casio products on March 1, 2004.