Optima reinvents itself with Retravision partnership

Local OEM manufacturer Optima will supply its Inventa range of desktops to Retrovision retail stores throughout New South Wales. The company has begun shipping as part of a partnership to provide the electrical retailer with PCs throughout NSW, with a view of expanding nationally over the next few months.

Optima managing director Cornel Ung said he was "extremely happy" with the arrangement, because it would consolidate the company's marketplace presence in both regional and metropolitan areas.

"We have good retail penetration in both the regional and metropolitan areas and our partnership with Retravision will allow us to extend that," Ung said.

Retravision sources its stock from three distributors - two multinational companies and a local - but it recently ran into local supply problems which prompted the change in provider.

Ung said the walk-in retail outlet remains the most popular channel for most retail customers and pledged Optima would back Retravision with reliable supply.

"This relationship is very important. It is more than just a buy-sell relationship, because we will be providing sales staff with product training. We will also provide catalogue information and specification information for the customer.

"Training is very important. We believe it is why we are very successful in retail, because we are not just shipping boxes out the door. If customers do not understand what they are buying, there is no loyalty to the products. We plan to be here for the long term, so we understand this concept's significance.

"We have been very successful in regional areas, because our resellers have a good service base," Ung added.

Optima is the second largest local computer manufacturer in Australia, shipping more than 3500 PCs per month. It is predominantly known in the whitebox market, but has branched out into the retail channel, with more than 50 regional resellers throughout Australia.

"Retail sales have huge potential," Ung said. "It is a growing market and it will continue to grow. It is our next biggest market for us after whiteboxes."

He said the company's retail arm complements, rather than competes with its built-to-order business.

"We still have our OEM business because we don't believe there is conflict between the two products - the products and marketing are different," Ung said.

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