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EXCLUSIVE: Cellnet Restructures Relationship With Vinci Brands & Incipico

Distributor Cellnet Group have announced a restructure of their relationship with Vinci Brands who last year acquired the Incipio portfolio of accessories.

Effective from the 1 April 2022 the listed distributor will be responsible for distribution of brand into telco carriers, telco dealers and franchise networks, kiosks, as well as corporate and SME business channels in Australia.

They will no longer distribute the brand into mass retail stores or online.

There is also no change to their New Zealand distribution deal with Cellnet representing Vinci Brands in both retail, telco, and business channels.

Cellnet will also continue to distribute the brands via its own online store Techunion in both countries.

Cellnet has had a long-standing distribution relationship with Incipio to distribute the brands in Australia and New Zealand.

In the calendar year ended 31 December 2021, sales into Australian retail and online channels of Vinci Brands including JB HiFi, Officeworks and Harvey Norman represented 7.1% of Cellnet revenue.

Commenting on the change, Cellnet’s Chief Executive Dave Clark, stated, “We look forward to continuing our longstanding partnership with Vinci Brands in Australia through selected channels and all channels in New Zealand.

He added “We are continuing our successful strategy of pivoting our business to high growth categories and channels, specifically gaming and online” he said.

ChannelNews understands that that Vinci Brands is looking for a cheaper way to reach mass retailers in Australia.


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