By Martin Vedris

SYDNEY: Radio Rentals officially launched its online retail store, Big Brown Box, with the promises of “great deals, everyday” and free delivery, to most areas in Australia. But will this be open a Pandora’s Box on discounting in an already margin-poor industry.

It has been 12 months in the making but Radio Rentals has launched its online electrical retail store Big Brown Box. In a statement today, Big Brown Box general manager, Peter Krideras, said consumers would notice significantly better value when shopping on the website.

“Shoppers are going to find our prices extremely competitive across the entire range of electrical and whitegoods products, including all the big brand names like Sony, LG, Fisher & Paykel, Westinghouse, NEC and Mitsubishi, to name just a few,” Krideras said.

“I think our service and offering will really intensify competition and consumers can only benefit from that, particularly with Big Brown Box being accessible 24 hours a day and free delivery.

Radio Rentals Australia managing director, John Hughes, was careful to say however that it will not be pursuing a discounting war strategy.

“We’re not looking to take huge market share off Gerry or any of the others, we’re more than happy to take a very sensible and easy approach,” Hughes said.

“We have shareholders that we are responsible to and there is a responsible way you go to market as well, where we can deliver great value every day, with the free delivery, but without being silly and creating major market ructions.”