Brightpoint wins deal to distribute Apple in Australia

As part of the agreement, Brightpoint will distribute iPod accessories to authorised Apple resellers in Australia.

According to Rick Gawdat, general manager of sales and marketing Australia for Brightpoint, the number of resellers and retailers that will buy its Apple products will be determined by ‘how successful it is in providing value-added services over and above what they receive from other distributors’.

He also said it will focus on tier 2 multi store retailers.

“Brightpoint has been appointed as a distributor for Apple for their iPod Music devices and iPod Genuine Accessories to service their tier 2 retail customers,” he said.

“Brightpoint joins two other existing distributors in this channel.

“Apple has direct relationships with tier 1 retailers so our drive will be restricted by their list of named channel partners in the tier 2 space,” Gawdat added.

Gawdat would not comment on what sort of margins resellers can make on selling the product nor how independents will be able to compete with Apple branded stores.

“We don’t comment on margins. All resellers in the tier 2 and 3 space will be able to purchase their Apple products from Brightpoint if they desire,” he said.

Gawdat said Brightpoint wanted to work with Apple because it is always looking to expand its product portfolios with ‘marquee brands’.

He claimed Apple music devices complement its current portfolio and is in line with its global goal of being a leading provider of wireless mobility across all retail channels.

Bruce Thomlinson, President of Brightpoint APAC agreed and said he was excited about expanding its business with Apple in Australia.

“Moving into the portable music space with iPod creates a new product category for us and complements our vendor and product portfolio range in the market,” said Thomlinson.