AMERICAN Power Conversion (APC) plans to take advantage of the uptake of high-end home entertainment systems and notebooks.
Best known for its uninterruptible power supplies, the company is launching a new range of products, including surge protectors and laptop carrybags with built-in power adapters. They’ll go on the New Zealand retail market in November aimed at home electronics users.
The range will differ from similar products sold through its corporate channel, says APC Australia-New Zealand general manager Paul Munten.
“People spend thousands on electronic equipment, but few spend a little more to protect their investment. The attach rate potential is huge,” he says.
Although APC will be facing incumbent suppliers in the retail space, Munten says brand recognition will aid the company’s chances.
In addition to the retail move, APC is also shifting its Auckland office from the North Shore to the Viaduct Basin precinct later this year as it expands to take advantage of a buoyant market, says Munten.
“The market is bouncing back and sales through our channel are increasing. We are investing the time and resources in New Zealand to support our growth,” he says.
APC will increase its staff numbers in the country, but Munten can not reveal how many people are employed here.