Laser has appointed a new distributor in New Zealand and welcomed new retail partners as the company expands its range of Laser-owned brands entering the market for the first time.

The expansion comes off the back of unprecedented growth in the region with sales more than doubling its best previous year.

Building on Laser’s relationship with Synnex, the company has appointed a second distributor, Pudney & Lee, responsible for new brands and product categories, with each distributor managing separate portfolios.

Pudney & Lee managing director, Scott Cate said it is a dynamic and exciting time in the New Zealand retail landscape with consumers craving more choice and affordability, particularly in the smart home space where Laser offers a number of compelling options.

“We’re looking forward to working with our retailers and the Laser team to provide this variety but also educate the New Zealand consumer. Our collective experience gives me confidence that we can take smart home to another level in this market, all driven by affordability and the opportunity for consumers to dip their toes into smart home for the first time.”

Laser has also partnered with The Warehouse Group in New Zealand with the retailer set to carry a range of second-generation Laser smart home products including lighting, security, video doorbells and smart plugs with power monitoring.

The launch of this range in stores follows a successful online trial throughout 2020 and early 2021 and will incorporate an educational campaign with extensive in-store point of sale material.

Laser is expanding its relationship with Petstock by launching its Tech 4 Pets brand into its New Zealand stores, including pet feeders and trackers, which will be accompanied by in-store support and product training.

Laser managing director, Chris Lau said the company has a strong focus on growing markets outside of Australia and New Zealand is the first piece of the puzzle.

“To be able to expand our reach further by adding another high calibre distributor in Pudney & Lee is exciting for us. We have worked tirelessly to differentiate ourselves in the smart home and pet tech categories in Australia, delivering innovation at a highly affordable price. It is gratifying to work with retail partners including The Warehouse Group, Harvey Norman and Petstock who are excited to take these brands and products to New Zealand for the first time.”