EXCLUSIVE: The new distributors of the Beats by Dr. Dre line of headphones in Australia is communications and smartphone distributor Brightpoint, who have little if any experience in the headphone or Hi fi market.The decision to drop Convoy as the Australian distributor has come as a shock to many retailers as Convoy has been responsible for establishing the brand in Australia and growing the brand year on year.
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Brightpoint executives have acknowledge that they are the new distributor but surprisingly they don’t want to talk about their new client “just yet”.
Brightpoin went to court in Australia to protect their financial results some years ago for fear of revealing how much business they do with Telstra.
Executives from Beats by Dr. Dre are in Las Vegas for the CES show but are playing it low key compared to a lot of the new headphone brands that are eating into Beats’ sales.
The Company plans to hold their meetings and product demonstrations in exclusive suites on the Strip instead of spending money on an exhibition stand.
“The brand experience that we want our customers and partners to have with Beats is very personal and it takes a real dialogue,” Beats President Luke Wood said. “I want to do that in an atmosphere that is personal and not rushed.”