By James Wells
Narta executive chairman Kay Spencer has outlined the business strategy behind the introduction of the Beko brand into the Australian market which will be available exclusively to members of her buying group from this month.
“Over the last 12 months, the industry has seen suppliers and retailers having to address improved efficiency and changes to their business model particularly as retail-supplier relationship are becoming global,” Spencer told Current.com.au.
“It is no secret that mainstream suppliers have had to open alternate distribution channels based on global relationships and fuelled by the shrinkage of some of the traditional channels. Most retailers now have an exclusive brand strategy to provide a point of difference, as will the Narta group with the introduction of the Beko brand.”
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Beko has unveiled 62 products across six product categories including dishwashers, refrigerators, ovens, cooktops, front load washers and dryers, which will be available across 200 shopfronts within the Narta national member network. This includes retailers such as Bing Lee, Winning Appliances, RT Edwards, E&S Trading, Kambo’s and Betta Electrical.
“Beko is a significant European brand with factories that match the quality of other European manufacturers and in making its entry into Australia has made a commitment to invest in marketing and product development service with an aim to grow the market,” Spencer said.
“The success of any retailer or group is its ability to select brand partners. In difficult times, suppliers and retailers need to work jointly to take the cost out of business and it is time for a new business model to evolve.”
Former Fisher & Paykel USA president, Mike Goadby, is heading up the local subsidiary based in Queensland. At a press conference held late last year, Goadby said he believes as Beko is the last major manufacturer to enter the local market, there is a substantial opportunity for growth.
