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$229 Olevia Blu-ray Player Hits Target

Minneapolis – The Olevia brand, last known as a brand of LCD TVs from the financially troubled Syntax Brillian, has re-emerged on a Blu-ray Disc player being sold at an aggressive $229 street retail.

The company now using the brand, Fuse101 Brands America, based here, has licensed the Olevia trademark for Blu-ray Disc players, DVD players, home theater systems, accessories and other components, and has just started selling the Olevia BD-110 exclusively through the full Target stores chain.
The BD-110 is a profile 1.1 (Bonus View capable) player featuring gloss black cabinet styling.
The company said the player will only be sold through Target, but it plans to have additional models, including profile 2.0 (BD Live) capable units, in the future for sale through other accounts.
Fuse101 said it is plans on launching Olevia branded DVD players, home theater sytems and accessories “to compliment the TVs in early 2009.”