Anyware has struck a deal to become the first local supplier of China-based TP-Link's networking products.
According to the accessories distributor, the relationship will introduce a new vendor competitor to the Australian market.
Managing director, Garrison Huang, said the decision to distribute TP-Link was part of a long-term plan to develop its wireless networking range.
"We have always had networking products, but we've not been strong in wireless," he said. "We intend to bring this area to market through TP-Link." Huang said it had yet to set any revenue or sales targets for the new range as the brand was relatively unknown locally.
"TP-Link has not pushed us hard on sales targets as they are very much focused in China," he said. "It is new for them to enter the export market." However, Huang was hopeful it would be able to capture marketshare in the longer term.
Anyware will release the vendor's 108Mbps and 54Mbps series of wireless routers and network adapters to its reseller base this month.
"Our strategy will be to make the products available to all of our independent resellers before we target the major retailers," Huang said. "It is a little too early for retail as the brand name is unknown to them. In the Australian marketplace, TP-link has not got the necessary brand recognition."
To assist with increasing awareness of the vendor's name, Huang said Anyware would look to compile a marketing campaign, together with advertising activities, for resellers.
He said the product would appeal to its existing reseller base as an add-on accessory, rather than attract new partners to Anyware.
TP-Link spokesperson, James Zhang, said Anyware would be the sole agency for its products in Australia in the short term.
"We don't plan to appoint additional distributors in the Australian market until the market needs it," he said.
However, the vendor would be interested in hearing from OEMs, Zhang said.
"We don\'t have any OEMs in Australia currently," he said. "They are welcome because our distributors are only for the TP-Link brand, while our OEM products are designed to be used under our customers' own brands."