Imation has signed a distribution agreement with Brisbane-based Crest Electronics to distribute its TDK Life on Record range of headphones.
“We have signed a partnership agreement with Crest to distribute the TDK Life on Record brand headphones in Australia,” said Imation general manager Des McDaid. “We align pretty well with what they do and they align with what we do, and we agreed that both companies could help each other.”
Crest will only handle TDK Life on Record’s headphones with Imation retaining the distribution of other products, such as the new Trek range of Bluetooth speakers. McDaid said than in addition to Imation and Crest benefiting from this deal, retailers would also be winners.
“Crest can add a lot more value in certain categories to retail than we can; they’ve got a bigger rep force and they are on the ground. They add value that we can’t, especially to the likes of the Harvey Norman and Betta Home Living stores. We don’t have the same focus that Crest has had with headphones; they can give a lot focus and direction to it.”
Click here to sign up for our free daily newsletter
TDK Life on Record will essentially replace Philips in the Crest stable. The Philips headphones disribution, which Crest had had for some years, was transferred to the Adelaide-based Powermove in December 2013.
“The team at Crest are excited to partner with Imation in driving forward the iconic TDK brand in the Australian market place,” said Crest Electronics sales and marketing director Mike Edgson.
“We are very pleased to welcome the brand to our portfolio and are confident that its addition to our range will deliver significant growth opportunities for our retail partners.”
The new distribution agreement is effective 1 April 2014.