Leading Edge continues expansion plan

Leading Edge continues expansion plan

LEADING Edge Communication has aggressively expanded on the 15 stores it acquired from Telecom NZ last year.

This week the company opened another four stores bringing its tally up to 20, plus two corporate branches. Marketing manager Bruce Gregory says more are in the pipeline.

“Telecom is closely involved in identifying the locations because obviously it has to take care of its other channels,” he says. While all its telecommunication products are exclusively Telecom, Gregory says the range is expanding to provide end-to-end solutions.

“We want to be the complete telecommunication solutions provider, that’s why we’ve bundled notebooks with mobile broadband.”

As a subsidiary of Australia’s giant Leading Edge Group, which uses its sheer size to leverage better procurement deals, the company is looking to bring in additional cordless phone brands. It already stocks Acer and Asus notebooks.

Set up in 1986 as a buying group to help independent retailers achieve a higher level of purchasing power, Leading Edge is the largest purchaser in Australia.

Gregory says Leading Edge Communications was the Group’s first retail venture and has led to the establishment of Leading Edge Electronics in Australia.

The company is keen to take advantage of procurement opportunities.

“Any new products we stock will be seen by consumers as related to the technology we already have.”

The company recently introduced the Navman transferable in-car product to its stores and will soon sell a limited range of iPods.

Looking back, Gregory says the first few months establishing the company were hard work but now the focus has switched to growth. “We employed 35 new staff last month which presents its own challenges because good people are hard to come by.”

Tracey Condie, sales manager IT Wholesale and Cellect, describes Leading Edge as an extremely proactive company.

“It’s had rapid growth and there’s certainly a space in the market for a company with their attitude,” she says.

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