By Lisa Johnston
New products on display at the American International Toy Fair, held in N
EnCross Kreisen, a vendor of affordably priced high-definition television displays, has launched a lineup of LCD-based flat-panel TV monitors under its Kreisen brand.
The company's mission is to distribute products that “provide the most value on the market, with high-quality at affordable price points. Our quality is on par with the highest-end brands,” said a company spokesman.
While pricing is competitive with lower-end brands, Encross said the finished products offer consumers “better quality, workmanship and outstanding design.”
The U.S. sales operations are directed by Samson Lee, CEO, who is assisted by Sang Je, Kreisen's sales director, and Kathy Yu, marketing director.
Products are acquired mainly from leading Korean factories. LCD panels are sourced from Samsung and LG.Philips, while assembly is done “at OEM manufacturing partner sites in Korea,” the company said.
Currently, the company is focusing only on LCD TVs and is offering six models. It will be increasing its offerings with bigger screen sizes and added features including HDMI with HDCP and built-in subwoofers.
Currently, the line consists of six models in the 26W-inch ($899 suggested retail), 27W-inch ($899), 30W-inch ($1,299.99) and 32W-inch ($1,599.99), 37W-inch ($2,999.99) and 40W-inch ($3,499) screen sizes. All offer high definition resolution and widescreen aspect ratios. The 26W-inch KR-260T, the 27W-inch KR-270T and 30W-inch LT-30FPM all list 1,280 by 768 resolution. All other models feature resolution of 1,366 by 768.
Kreisen recently started shipping its premier line of large-screen high-definition LCD TVs, featuring the flagship KR-400T 40W-inch model ($3,499 suggested retail) and a KR-370T 37W-inch model ($2,999).
Both sets feature an 1,000:1 contrast ratio and list inputs of HD component video, RGB and DVI. The 40W-inch adds a built-in NTSC TV tuner and audio system.
“LCDs are becoming an accepted standard in the personal home theater and office multimedia market segments over their plasma rivals,” said Lee. “Our high definition TVs are ideally suited to deliver the total visual experience with the latest features at an affordable price point.”
The company backs its products with a one-year parts and labor warranty. Returns are handled mainly through resellers; but the company will replace any defective products directly within the warranty period. Live phone support with a toll-free number is provided and on-site servicing is offered if needed.
Currently, the company is selling products through e-commerce sites including Tiger Direct, Target.com, eCost and ebuyer. These sites were selected to help Kreisen build brand recognition, as well as sales. In addition, the line is carried by MicroCenter. The company said it expects to move into more brick-and-mortar accounts soon.
Distribution is supported though a relationship with D&H, which sells to Amazon as well as a number of smaller retail partners. Currently, Kreisen is promoting products through a variety of in-store and Web rebate programs, and is running print advertising to build brand recognition.
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