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Audion accessorises with Nortek

Audion accessorises with Nortek

The audiovisual distributor takes its first step into the keyboard and mice market

Audion Innovision has become the first Australian distributor for Italian-based electronics vendor, Nortek.

While the audiovisual and multimedia accessories company has access to the full range of products, it will initially focus on the vendor’s IT hardware, such as keyboards and mice. There are plans to dip into gaming peripherals and speakers later in the year.

The deal came about through Nortek’s ambitions to expand its global presence outside of Europe. The vendor signed a deal with Audion’s Singaporean branch eight months ago. This opportunity has trickled down to Australia and New Zealand.

While the new keyboard and mice addition faces strong competition in Logitech and Microsoft, Audion managing director, Boyd Dainton, said Nortek’s attractive price point would be the major differentiator.

“Logitech and Microsoft position their keyboards and mice as middle to high-end,” he said. “Nortek’s prices are slightly lower than the two.”

Dainton denied the new products are a budget option and said in terms of market position, all three vendors are similar.

“It is a medium-priced product and sits above the generic brands.”

Audion wants to push Nortek’s line through its independent channel and smaller retail chains. The company is also in negotiations with an unnamed big retailer, but is not looking to take reseller activities beyond that.

“We want to make it attractive to those committed to the product range,” Dainton said.

The distributor is looking at a $5-10 million sales revenue boost from the new partnership.

Last October, Audion also struck up a deal with Taiwan-based electronics vendor, Muskek, which has been absent from the Australian market for about five years. Akai received the same treatment two months earlier.


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