New broadline distributor targets Irish consumer market

Trade

1 April 2005

Shannon-based European sales representation firm, Partners in Europe (PIE), has launched ambitious plans to target the Irish consumer electronics market with a new distribution subsidiary.

The new division, called Home & Leisure Products (HLP), will directly source and distribute products into both the Irish and UK markets from US and Asian manufacturers.

Speaking to Channels, CEO Kieran Sheahan said that the new division aims to actively exploit the PIE management team’s 10 years experience and contacts gained through representing US and Asian companies in the European market.

‘With our experience in selling into various channels in Europe, we thought why not source our own products for HLP and sell direct to the channel in Ireland,’ he said. The difference between the way PIE operates and HLP will operate, he explained, would be in that they would take more of an ownership of the goods they sell and represent US and Asian vendors more proactively on the ground.

The product range will include digital cameras, plasma TV’s, MP 3 players, and video editing devices.  HLP will sell into key retail accounts in the electronic sector, e-tailors, supermarkets, DIY chains, camera and toy stores and consumers.

Sheahan said the weak dollar is proving a considerable advantage to HLP, as they can provide a cost-effective alternative to a US firm setting up a direct sales office in Europe.

PIE has a 33,000 sq ft operation in Shannon that now employs 42 people, from which it will do what Sheahan calls ‘light assembly’. 

PIE originally based its headquarters in Belgium, but moved to Shannon in August 1998 from which it oversees a network of offices in a number of European countries, including Germany, UK, France, Spain, Scandinavia and the Benelux countries.

So far, HLP has signed an exclusive distribution agreement with UK firm Xenius for the Irish market, but as an indication of the confidence in the new venture, Sheahan said that HLP aims to have no less than 20 vendor agreements in place by the end of June. Prices will be pitched at a level he says will be ‘very aggressive’.

By way of example, HLP can supply a Daewoo 42in plasma TV with speakers and stand for a retail price of EUR*2,995 including VAT.

15/03/04

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