European appliance maker Arçelik A.S. announced an agreement with Sony Eurasia Pazarlama A.S. to offer its electronic products at Arçelik and Beko authorized dealers.
According to the Turkey-based Arçelik, the partnership will enrich its product offerings while extending the consumer access to Sony products to locations other than its current distribution channel.
"This collaboration with Sony will add around Euro 100 million to Arçelik 's annual sales," Gunduz Ozdemir, CEO of Arçelik, said in a statement. "Consumers interested in buying Sony products will be able to utilize Arçelik 's current payment options, which include installment payments, at its widespread distribution network in Turkey."
Mohsen Noohi, managing director of Sony Eurasia Pazarlama A.S. added: "This cooperation is an important development for the consumer electronics market in Turkey. Sony's strategy is to satisfy our consumers through high-quality Sony retail outlets. With this respect I am very happy to welcome Arçelik and Beko dealers joining our existing dealer network."
Arçelik products are currently marketed in more than 90 countries, mainly under its Beko brand. It currently has almost 5,000 authorized dealers for both Arçelik and Beko brands throughout Turkey.
Up until this agreement with Sony, Arçelik's authorized exclusive dealers had only been offering Arçelik- and Beko-branded products. Arçelik hopes the addition of Sony electronic products such as PlayStation, video cameras, digital cameras, projection televisions, audio, and DVD players will "provide consumers a richer variety of products to choose from."
Arçelik said a similar agreement might be considered in the future for other countries.
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