LASER has appointed Dicker Data as its exclusive distributor in New Zealand as the company concludes its previous relationship with Pacific Comm and eyes significant expansion.

As part of the new agreement, Dicker Data will be responsible for the sell-in of LASER’s portfolio, which spans more than 800 products across 22 product categories.

LASER has been available in New Zealand for many years via key retailers including The Warehouse Group, JB Hi-Fi, Harvey Norman, PB Tech and others. This new agreement with Dicker Data will focus on making more of the LASER range available to existing and new retail partners.

It will also introduce sub-brands currently available in the Australian market, including CONNECT Smart Home, Navig8r, Tech4Pets, NRGVault and V-Fitness.

LASER managing director, Chris Lau said, “With the cost of living a major issue across the globe, LASER’s ability to consistently deliver affordable, high quality consumer technology means that the time is right to really focus on expansion in New Zealand alongside other markets, and we felt that Dicker Data was the best partner locally to bring our vision to life.

“For more than 36 years we have introduced compelling, affordable and high-quality consumer technology into the market, and we have some upcoming launches planned that are tremendously exciting. We’re delighted that New Zealand consumers will have greater access to our range and more quickly than ever before.

“Today we proudly describe ourselves as a trusted, omni-channel brand house, with our own dedicated sourcing and quality control staff in a dedicated China office, and brands that have carved out an important role in their respective categories.”

Dicker Data New Zealand general manager, Desmond Ling added, “LASER’s vast portfolio of brands and products fits perfectly in our stable of partners and we are excited to work with the LASER team. Affordable but high-quality technology that can be brought to market quickly will position LASER well alongside our other leading brands and help us address an important and burgeoning area of the market.”

LASER products will be available to Dicker Data retail and commercial resellers from the end of June.