EXCLUSIVE:Aqipa Drops Retailers As Sales Grow, 20ft Container Secret Weapon
Melbourne based Aqipa Gear Guru has restructured the products they distribute, out are bottom end accessory brands, with the Company now focusing on mid to up market audio brands such as Devialet, Marshall, Master and Dynamics, Bang & Olufsen and Audio Pro.
The move is paying off claims Cameron Greig and Sohan Karunaratne the two directors who quit Sydney based Convoy International to cut a deal with the Austrian distribution group Aqipa.
They are also moving to axe retailers as they look for improved sales.
Last year Aqipa took on the French audio brand Devialet after it was dropped by Melbourne base Interdyn. Now sales are “Soaring” according to Greig, after the Company axed five dealers and launched a new $2,200 entry level Devialet Phantom.
“We are working closely with retailers to deliver an expanded in store experience with our brands” said Greg.
“This is paying off with sales increasing across our mid-range sound offering. Retailers such as David Jones are now selling several of our brands and we have bought on new specialist dealers”.
According to Sohan Karunaratne Marketing Director at Aqipa the Company is also looking to work closely with their retailer partners in the marketing of the Aquipa products they range.
Karunaratne gave ChannelNews a sneak peek at one of the new Aqipa marketing initatives, a 20-foot shipping container.
The Devialet branded containers are designed for trade shows, “They can be sound proofed, or they can be dropped into a car park or display area at a big event” said Karunaratne.
The concept has been described as “ideal” for large trade shows with operators of local Hi Fi shows struggling to find locations where brands can demonstrate their products. This has ended up with two Hi Fi events being held in Sydney in the same hotel.
“This is not an ideal environment but with our display concept we have flexibility which includes setting it up on a show floor quickly”.
Karunaratne added “It will allow days-long onsite activation in places where we can capitalize on already existing traffic like major events & festivals or holiday destinations like holiday or ski resorts.
Other activities for the mobile showroom include:
– one-off events with content broadcast
– product demos and brand presentations
– one-to-one meetings
– amplification tool for store openings
Last year Melbourne based distributor Indi Imports who took on the Loewe TV brand and after axing special dealers and expanding the brand into David Jones the Company has seen sales increase by over 40%.
