Galas Electronics has signed an exclusive deal to distribute Xfree in Australia. The brand is the first offering from Creative's new sub-division, Creative Future Computer.
The deal will initially cover 2.1 and 5.1 speaker systems for the PC market with a view to eventually include peripherals.
Galas had picked up the deal on the back of its own range of consumer-targeted Omni speakers and MP3 players, IT product manager, Tina Zhao, said.
"We have been doing our own brand of speakers for about 10 years and have built up a strong channel from scratch, particularly in the mass merchant space," she said. "We are also strong in IT, which will help when they release more accessories and peripherals too."
With a stable which already included LG, Canon, Lexmark, Acer, AMD and Samsung, the deal would consolidate the distributor's components-based offering, Zhao said.
"A lot of our customers are also systems integrators," she said. "So this range will be a real value-add and will increase margins on their systems."
Zhao said the price point for the Xfree range would be about half that of the equivalent Creative-branded product.
"Creative wants to be careful in its positioning, so it will remain the premium brand while Xfree through Creative Future will be the value brand," she said.
With offices on the east coast only, Zhao said Galas would also look to sub-distribute the Xfree range to gain entry into markets such as WA and NT.