Haier and Seeley International have announced that they have formed an alliance where Haier has given Seeley the distribution rights to its range of refrigerated air conditioner products in Australia and New Zealand.
As of July 2009 Seeley International will commence selling Haier air conditioning products in Victoria, South Australia, Western Australia, Tasmania and Northern Territory.
Haier Australia CEO, Keith Allen commented on how the deal will help the company improve its distribution.
“Haier has now completed its range of domestic and commercial refrigerated air conditioning products for the Australian and New Zealand markets and our distribution needs to be stepped up in order to meet growing demands,” he said.
Allen also mentioned that the company intends to push the distribution further to NSW and Queensland later in the year.
“To date, the distribution in NSW and Queensland has been handled by Panasales, but the intention is that from October this year, Seeley International will become the national distributor of Haier refrigerated air conditioning products throughout Australia and New Zealand.”
From the Seeley perspective, the alliance will increase its global sales towards $200 million and Frank Seeley, Seeley chairman, commented on the deal.
“We were seeking a highly respected air conditioning brand to complement our existing product range. We believe that it is critical that our dealers can access premium products from us in every category of heating and cooling appliances for both residential and commercial applications,” Seeley said.
“We began discussions last year and we realised there were tremendous synergies available to both companies. This alliance between two leading air conditioning innovators will have significant benefits not only for our business, but also for all of our customers, and indeed, the whole industry.”