Forget the middleman: new e-tailer is selling white goods – straight from the manufacturer.

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Pictured: Teka oven

E-tailer Appliance Sales Direct is selling Teka kitchen and laundry appliances “at a fraction of the price” compared to bricks and mortar and other online operations.

The new white goods seller will compete against Australia’s Appliances Online, which sells brands like Bosch, Miele and Samsung, and is the result of a partnership with German brand Teka Industrial Group to establish a direct link from manufacturer to customer.

Teka appliances are not ‘grey’ imports and are sold to more than 120 countries.

The German brand established in 1924, makes kitchen and laundry appliances, and other lifestyle kitchen appliances and boasts 30+ manufacturing facilities in 3 continents.

Appliance Sales Direct represent the “best value” European appliances in Australia today, the direct sales channel says.

Visit www.appliancesalesdirect.com.au for more.