LASER names Dicker Data exclusive distributor for New Zealand

LASER, the Australian consumer electronics brand, has announced the appointment of Dicker Data as its new exclusive distributor for New Zealand. This agreement aims to enhance accessibility to LASER's extensive tech portfolio for NZ retailers amidst increasing demand for affordable technology solutions.

The deal marks the end of LASER's previous distribution arrangement with Pacific Comm. It signifies an effort to broaden LASER's reach in the New Zealand market, offering a streamlined supply chain to local retailers. Dicker Data will oversee the distribution of more than 800 LASER products across 22 different categories.

Chris Lau, Managing Director of LASER, emphasised the significance of this selection, stating, "With the cost of living a major issue globally, LASER’s ability to consistently deliver affordable, high-quality consumer technology means the time is right to focus on expansion in New Zealand alongside other markets. We felt that Dicker Data was the best partner locally to bring our vision to life."

LASER products have been a fixture in New Zealand for years, establishing solid relationships with key retailers such as The Warehouse Group, JB Hi-Fi, Harvey Norman, PB Tech, amongst others. The collaboration with Dicker Data aims not only to provide a wider variety of LASER products to existing partners but also to introduce innovative sub-brands that have seen significant success in Australia. These sub-brands include CONNECT Smart Home, Navig8r, Tech4Pets, NRGVault, and V-Fitness.

Desmond Ling, General Manager of Dicker Data New Zealand, expressed enthusiasm about the partnership, noting, "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."

The new distribution arrangement is set to take effect from the end of June, allowing Dicker Data’s retail and commercial resellers in New Zealand to begin offering the full range of LASER products to consumers. This move is expected to significantly enhance market penetration and provide customers with a broader selection of cost-effective technology options.

Founded in Sydney in 1987, LASER has grown from its modest beginnings importing floppy disks to becoming a leading name in the Australian consumer electronics sector. Known for delivering innovative and affordable products, LASER’s offerings now span over 22 categories and 800 different products. The brand’s commitment to quality and affordability has seen it become a trusted name in Australian households and retail outlets.

Among its innovative products, LASER recently made headlines with its NRGVault portable power stations and Tech4Pets smart feeders. Additionally, its Navig8r brand launched a successful in-car touchscreen display, while the CONNECT Smart Home brand is known for its pioneering affordable smart lighting solutions.

This strategic move into the New Zealand market with Dicker Data aims to replicate the success LASER has achieved in Australia, providing Kiwi consumers with greater access to a wide range of high-quality, affordable technology products. As this partnership develops, LASER is poised to strengthen its presence in New Zealand, promising exciting new launches and a continued focus on consumer-centric innovations.