Brightstar eyes 20:20 and Data Select market share as it targets 180 million in annual revenue from accessories across Europe
Handset distributor Brightstar Europe is to become a “major” distributor of mobile accessories across the UK and in Europe following the acquisition of accessory specialist Battrex.
Brightstar Europe acquired accessory specialist Battrex last year after buying its parent company Triade, which also included handset distributor Mobile Communication Company (MCC), a subsidiary specialising in mobility products in the Benelux (Belgium, Holland and Luxembourg).
Mobile News understands Brightstar is now planning to use the skill set and management experience in Battrix, to replicate its model across its 18 European markets.
According to sources close to the distributor, it will recruit up to 60 people across Europe to build the new business this year including a senior vice president position who will report directly to Brightstar Europe president Rod Millar (pictured), who refused to comment.
Battrex, understood to be the number one accessory distributor in the Netherlands, has an annual turnover typically around 30 million euros dealing in its local markets only.
It’s claimed Brightstar is now looking to replicate its success on handset distribution with accessories having previously given it minimal focus. The company is said to have an annual turnover of around 100 million dollars across its European footprint from accessories, but is looking to treble this figure once its accessory division is fully established and take significant market share from its UK rivals and abroad.
Total revenues for Brightstar Europe are understood to total around two billion dollars a year, with more than 70 per cent coming through organic growth.
Battrex, which sells to dealers, retailers and etailers, has a list of more than 50 brands currently available ranging from headsets, cases, car kits, broadband dongles, batteries and GPS tracking. Established in 1983, it is an official distributor of accessory brands including Jabra, Parrot, Golla, HTC and BlackBerry.
Brightstar has distribution agreements with the “majority” of established IT and mobile accessory brands in Europe excluding Nokia in the UK, and will utilise its pan-European distribution deal with RIM and its “master partnership” contract for supply of HTC.
Brightstar is understood to have already begun early discussions with mobile accessory specialists in the UK and will target, amongst others, mobile and IT resellers, retailers, e-tailers and network operators.
A source close to Brightstar said: “Brightstar is serious about becoming a recognised global distributor for accessories and has everything in place to do that now. A move to accessories seems like a natural progression for a company of its size.
“The acquisition of Battrex will give it dominance in the Netherlands but also the ability to expand its accessory lines in other markets. 2011 will be a very significant year for Brightstar and the UK will play a big part in its ambitions.”
Brightstar currently has sales, logistics and distribution offices in Austria, Denmark, Germany, Norway, Spain, UK, Belgium, Finland, Italy, Poland, Sweden, Czech Republic, France, Netherlands, Portugal and Switzerland.
