It appears that Belkin has a lack of confidence in retailers with the accessories and home networking group moving to open their own stores in Westfield shopping centres.The US Company, who has had a chequered past with constant management changes and questionable product ranges, has opened their first retail store, located in the Westfield Culver City Mall in Los Angeles.
The Company has not said whether they plan to launch their own stores in Australia. Currently Belkin products are sold by Harvey Norman, Dick Smith and JB Hi Fi.
The new Belkin store is one of four the Company is planning to open this year. According to Belkin executives the new store will range 134 SKUs of Belkin products.
The Company has also said they plan to expand their direct sell online stores which could be a blow to several retailers.
The new Westfield store is Belkin branded and unlike the Sony Stores in Australia, the Belkin stores will be 100% owned and run by Belkin.
The products being sold in the new store include networking devices, accessories for smart TVs, tablets and smartphones; overlays, cables and surge protectors.
“With the Belkin Store, we have created a place where people can experience the full breadth of Belkin products all in one location,” said Chet Pipkin, president and CEO of Belkin. “Opening a retail store gives us the opportunity to properly showcase our brand’s commitment to creating people-inspired products and connect with our customers in a more meaningful way.”