Newpoint Diversifying Beyond Surge Protectors
By Martha McDonald -- TWICE, 8/9/1999
Newpoint's recently announced licensing agreement with Rayovac is the next round of ammunition the company is firing into its diversification effort (TWICE, July 12, p. 4).
Known for its surge protection line, the San Diego-based company recently announced Newpoint-branded USB products, two lines of media storage cases, new computer tools, and cables, and it is now launching a Rayovac-branded line of uninterruptible power supply (UPS) products.
"Our objective is to be a multi-category player," said Bill Unrue, president of Newpoint, a Fiskars company. "We are taking Rayovac's equity in batteries and transferring that to the UPS category. We found that Rayovac was the perfect name because it had the perfect brand alignment."
"UPS is really battery backup," said Unrue, and it is becoming increasingly popular. In fact, he said, "it has the second highest intent to purchase, behind digital cameras, among people who own computers."
Newpoint plans to have three Rayovac-branded UPS products - 250VA, 320VA and 500VA - in the fourth quarter at suggested retail prices ranging from $79 to $129.
At the same time, the company is introducing two lines of media storage cases, one with more traditional styling and the other a sport line.
The traditional line offers six black cases, while the sport line has accent colors, mesh pockets and two holes so the cases can be put in a notebook.
"Our approach is consumer-focused and customer-driven," Unrue said. "Our objective is to bring innovation and value to the market, not just a new low-end line."
All of the new cases will feature an ultra-thin design, he detailed. "We are going thinner, like laptops."
The cases hold either five or 10 CDs (or other media), and one model also holds a CD player. They are scheduled to ship in October at suggested retail prices ranging from $5.99 to $19.99.
Also coming in the fourth quarter are tools for the computer industry and a new line of cord managers that includes about 12 items.
Unrue said Newpoint's cord-management solutions feature innovative styling and are offered in small, medium and large sizes. Suggested retail prices will range from $7.99 to $14.99.
The company's new computer tools, meanwhile, target the SOHO market and combine up to 10 functions in one item. They will be available in various models at suggested retail prices ranging from $12.99 to $14.99.
Earlier this year, Newpoint added a four-port USB hub and USB cable at suggested retail prices of $69 and $29, respectively.
The company is still emphasizing surge protection and has added two new lines that feature new packaging.
"All of the critical information is together at the bottom of the package and is very visible," said Unrue. "We are taking a technically oriented product and making it simple to understand and purchase."
The surge protection line started shipping in July at suggested retail prices ranging from $9.99 to $39.99.
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