Sony cans Cellnet, moves headphones to Crest

By Matthew Henry

BRISBANE: Sony has switched distributor for its headphone product range from Cellnet to Crest Electronics, which will now handle the company’s accounts with retailers such as Harvey Norman, Narta, The Good Guys, Retravision and Myer.

Sony outsourced distribution of its audio accessories including headphones to Brisbane-based IT distributor Cellnet in July 2004 when the distributor first launched into consumer electronics, but has now chosen Crest, which also distributes Philips audio accessories and its own AV cables and accessories.

Crest, also based in Brisbane, will take on Sony’s complete line-up of headphones including earbuds, noise-cancelling and Bluetooth headphones.

“Sony chose to work with Crest Electronics to expand our headphones business because we believe in the company’s commitment to the dealer,” said Sony Australia national sales manager, David Hargreaves.

“There is no doubt that the dealer network will benefit from Crest’s dedicated sales forces, and our continued commitment to delivering a headphone range to excite our customers.”

Crest Electronics services over 4,000 retail shopfronts nationally.

A Sony Australia representative today told that two companies may in time consider widening the scope of their involvement, but for now the focus is on Sony’s audio accessories business.

“We are so pleased to be able to partner with Sony to become a key distributor of the complete headphones range,” said Crest Electronics general manager, Greg Randle.

“As an industry leader across a number of consumer product categories, the Sony name is synonymous with quality and we’re delighted to bring their cutting-edge products to market.”

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