Australian home-grown headphone brand, Audiofly, is ending its distribution agreement with Aqipa and moving to a direct distribution model in Australia.

Audiofly will directly manage order fulfilment across its Australian retail network to create more direct touchpoints with retail partners, including JB Hi-Fi, ahead of the launch of its refreshed range.

The decision has also seen Audiofly further invest in local warehousing and associated systems in Perth, Western Australia and retraining of key logistics staff. In addition to Australian stock, the warehouse will also store and distribute to its global network of dealers in regions including Europe, the US and Japan.

“We felt that it was the right time for us to take more control across key areas of our business. As a specialist local brand, we have to play to our strengths when competing against many global names in this highly competitive category,” Audiofly managing director, Ranae Chen said.

“We want to make sure we are delighting our partners at each and every touchpoint, and this move in bringing the consumer range to sit alongside the Pro range already managed in-house by our passionate and knowledgeable team enables us to do just that.

“We thank Aqipa for working closely with us for the last two and a half years and we wish them all the best for the future.”

The timing of the decision will enable systems to be in place as Audiofly prepares for upgraded wireless Bluetooth products, including true wireless, leading into Christmas.