After rebranding its audio, video, multimedia and accessories business under the name Woox Innovations last month, Philips has announced a new distributor for its headphones business. Woox Innovations will sever ties with existing distributor Crest Electronics in the New Year, with headphones set to be distributed in Australia by Powermove Distribution as of 1 January 2014.
With Powermove responsible for a number of other Philips product categories since 2009, including audio, home video and smartphone accessories, the move will see Woox Innovations’ full suite of products distributed by the one company.
Woox Innovations country leader for Australia and New Zealand Kevin Egan discussed the move:
I’m very excited to confirm Powermove as our authorised headphones distributor in Australia. This further strengthens the relationship between the Philips brand and Powermove bringing all our fantastic audio, headphone and home video products under one partner.
With a pair of our headphones sold every second worldwide, we’ve seen an increased demand from Australian consumers for products with an innovative design and a high quality sound experience whether at home or on the go.
We’re excited to be pioneering products in Australia that are ahead of the trend including ranges such as Philips Fidelio SoundBar and Philips docking speakers offering advanced audio technologies and compatibility with the latest smartphones and tablets.
Crawford Giles, director of Powermove Distribution, was equally positive about strengthening the relationship between the two companies:
We are excited to reinforce our partnership with Woox Innovations through the addition of headphones to our range of Philips products. Philips has guided consumers through every major innovation in sound since the company produced its first radio valve in 1923. In that time, it has been responsible for breakthrough innovations including the compact cassette recorder, CD, DVD and Blu-ray. Having this extended range of product taken to market through the one distributor will allow for a more concise marketing strategy and increased ease of doing business for our retail partners.
In parting ways with Philips, Crest Electronics said it had plans for “expansion” and “diversification” in 2014, despite the loss of the Philips headphones distribution. The company released a statement on the Philips decision:
Following a review of current operations and a new strategic direction for growth in the Crest business, from 1 January 2014, Crest will no longer be the authorised distributor for the Philips headphone range from Woox Innovations, a subsidiary of Royal Philips NV in Australia.
The company is looking to dedicate its resources behind innovative brands that bring excitement and deliver new category growth to our Australian retail partners in the long term.
Alongside plans to bring travel accessories and “a design focused portable audio range” to the Australian market, Crest is also set to launch the US-based Ballistic brand in Australia in 2014, according to Crest sales and marketing director Mike Edgson:
I’m excited by the plans that we have developed to bring diversification and sustainable growth in the next stage of the Crest business journey. I’m very pleased to announce we will be launching the leading mobile device protection brand — Ballistic — direct from the USA to our shores in early 2014.