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CellNet Crank Up New Warehouse Operation As They Go After Gaming & Audio Markets

Share listed distributor Cellnet, who this month took their new warehouse operation in Melbourne live, has moved to beef up management as they look to grow sales in the gaming and audio markets.

Recently the business appointed Peter Petrides as General Manager of the Company’s TLD Division, his role is to grow the Companies gaming operation with CEO Dave Clark telling ChannelNews that he sees a lot of opportunity in the mobile and PC gaming markets “especially for accessories”.

Prior to taking the role at Cellnet he was Vice President of Global Sales & Marketing at RIG and Managing Director of NACON. He previously was Director of Sales for Poly and Polycom.

“During the past 12 months we have seen growth in the PC and mobile gaming market and we believe this will continue” he said.

He admitted that the console gaming market has gone soft.

In recent weeks the business has launched their own ‘Wave’ audio brand that has been well accepted by retailers with new over ear full featured ANC headphones set to be launched shortly.

“We are seeing a move to affordable products especially products that are rich in key features and our Wave product has been well received by retailers because it is selling through as consumers tackle inflation issues,” said Clark.

Key to the Companies future is their investment in new warehousing and a brand-new purpose built complex in Melbourne.

When setting out to develop the warehouse complex that Clark claims gives them “total control” of their distribution operation the business chose to use Factory Track linked to their ERP software.

“We chose this system because we had used it in our New Zealand operation and it worked. In Australia we are operating a much larger scale distribution system and we are confident that we can replicate what we do in New Zealand on a larger scale in Australia” he said.

The 3,600 square metre Cellnet warehousing operation will be the centre of the Companies drop shipping and same day delivery operation with the business set to be a key part of several brands direct sell online operations. They also set to work with retailers looking for additional warehousing space.

According to Clark a key partner is Australia Post an organisation that allows the business to “shift stock quickly while offering a 3PL service in Australia.

During the past 12 months Cellnet stock has ranged between$0.024 and $0.090, in the last financial period the business reported revenues of $96.14 and profits of $3.4M



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