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As tipped by ChannelNews 12 months ago Philips has finally pulled the plug on their ailing AV division in Australia. The news comes as Philips globally looks to sell their consumer technology division. Melbourne based distributor Qualifi is believed to be in the box seat to pick up distribution of the Philips Lifestyle products.

for the Australian market As tipped by ChannelNews in April 2008 Philips has finally pulled the plug on their ailing AV division in Australia. The news comes as Philips globally looks to sell their consumer technology division.


What is not known at this stage is how many staff will be retrenched by the European electronics giant however local management have confirmed that all staff will be retained untill December 31 2008. The last shipment of Philips products will arrive in late September said Matt Moran.

Matt Moran the Managing Director of Philips Australia’s  has talked to several distributors about the distribution of Philips CE products via a distribution model. One Brisbane based distributor said “The local management of Philips have not got a clue. They have destroyed a really great brand that could have easily ridden off the back of Philips success in the CRT TV market”.

 

A big beneficiary of the move could be Melbourne based distributor Qualifi who currently sell Philips LCD TV’s sound bars and Philips Pronto remotes.

Michael Henriksen the Managing Director of Qualifi said “We are currently in talks with Philips in Europe about taking over the distribution of Philips AG products including their HD LCD TV range. We currently sell the Philips Pronto remote and while Philips Australia knows what we are doing in this market we deal directly with Philips in Belgium” said Henriksen.
  
He added” I believe that we can continue the Philips brand presence in Australia. The Philips TV screens are excellent and we would like to sell the brand through the specialist channel and selected mass retailers”.

“We are currently under a non disclosure agreement and we are awaiting an announcement at 5.00pm today Monday on the future of the brand in Australia”.

 


 
During the past 12 months Philips Australia has struggled to get shelf space in Australian retail stores with organisations like JB Hi Fi refusing to stock the Philips TV or home theatre brands.


When ChannelNews wrote in April of 2008 under the headline” Philips May Quit OZ CE Market Rumour As Profits Slide 75%” we were told bluntly by local Philips management that we were wrong in our assessment of their position in this market.

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