Slinkylinks Wires Australian Hi-Fi Music Market

Published: Wed 18 Dec 2002 08:56 AM
Slinkylinks Wires Australian Hi-Fi Music Market
Auckland, December 18, 2002 - New Zealand hi-fi audio cabling innovation is wiring Australia for sound in a major contract to supply crystal-clear cabling to music buffs there.
Auckland company Slinkylinks Ltd ( ) develops hi-fi audio cabling that vastly improves sound quality in stereo systems – and is easy on the pocket.
With the assistance of Trade New Zealand staff in Australia, the company has negotiated a contract to supply Slinkylinks cabling to leading Australian hi-fi products distributor NRS. Its 22 staff across Australia will onsell the product.
Slinkylinks Ltd manufactures its cabling in Wellington and uses a unique, simple mix of ingredients – silver conductors that are more conductive than traditional copper, air as an insulation medium and plastic covering – to build cables that deliver sounds free of conventional cable distortion. Before Slinkylinks entered the market, only high-end hi-fi enthusiasts had been able to afford such a top quality cabling product.
Trade New Zealand helped Slinkylinks to launch into Australia by identifying key players in the market through its extensive network of contacts.
Trade New Zealand's Trade Development Executive in Australia, Chris Ellison, says the agency helped in several ways – it contacted industry journalists to discover the movers and shakers of the industry, and provided verification of leading distributors for Slinkylinks, and set up meetings with distributors in Sydney and Melbourne.
“Trade New Zealand helped Slinkylinks to hit the ground running in the Australian market by researching and validating players in the market on their behalf, removing a number of risks for them. Our backing as a Government agency helped to open doors for Slinkylinks and position them as a leading New Zealand cabling supplier,” Mr Ellison says.
Slinkylinks' Business Development Manager Simon Holbrook says the company began looking into expanding its sales overseas after its cabling took off in New Zealand and received rave reviews for reproducing crystal clear sound compared to conventional cabling that often created distortion.
“That hype began to reach Australia and we noticed a demand for the cabling there. We had gained brand acceptance in New Zealand, and we believe our speaker cabling is unparalleled on a global level, so decided to try and crack the Australian market. We're rapt with the result,” Mr Holbrook says.
Now Slinkylinks has also cracked another global hi-fi market with its slinky cabling – India. A leading Indian hi-fi products distributor and hi-fi electronics store owner has latched onto Slinky Links and is to distribute the cabling throughout India.
The Australian electronics industry is particularly lucrative and growing strongly. In South Australia alone, the industry increased its revenue nearly seven-fold in the 1990s, from AUD$320 million in 1990 to AUD$3 billion in the year to June 2002. Overseas exports are growing at more than 30% per year.

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