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Navman goes solo with Cellnet

Navman goes solo with Cellnet

Navman has dropped one of its two local in-car GPS device distributors, Brightpoint, choosing a sole relationship with Cellnet.

Cellnet marketing manager Dave Clark says his company was already supplying the devices to most of Navman’s strategic retail accounts, including Harvey Norman, JB Hi-Fi and Super Cheap Auto. The key exception is Dick Smith Electronics, which has been supplied directly by Navman since 2006.

Cellnet also recently began supplying Noel Leeming Group, an account previously held by Brightpoint. Clark says the change made it sensible for Navman to condolidate its business under one distributor.

“Navman is a pivotal part of our retail strategy and has provided a solid base from which to expand our footprint in mass retail.” Navman sales manager Paris Basson says with Cellnet accounting for about 99 percent of the business, it wasn't viable to continue with two distributors. He says the vendor can now more effectively manage forecasting, pricing and the supply chain process. “Cellnet have invested in the Navman business with dedicated resource and continue to support our expansion plans and vision for growth. They also undertake regular in-store training and ensure everything from point of sale distribution to regular account management is well managed,” says Basson. Meanwhile, Cellnet has also established packaging, manufacturing and distribution operations in China, in what it says is a move to reduce its costs associated with production, sourcing and distribution of accessories. It says the announcement comes after securing exclusive distribution rights to the Scala brand of mobile, hands-free and navigation accessories for Australia and New Zealand.


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