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Fabrik Goes Traditional

New York — Fabrik is taking a more business-like approach with its latest line of professional external storage drives, rolling out a line dressed in traditional CE colors instead of the Ferrari-red the company used for its last line for consumers.

The nine-SKU line is part of the company’s plan to interest the business buyer in its SimpleTech brand of external drives, said Charles Hayes, Fabrik product manager. The company’s Ferrari-inspired line that launched earlier this year was created in direct response to consumers who thought most external storage products appeared stodgy; however, this flashy look was a bit over the top for business use, he said.

“We didn’t want to ignore the business user who is more interested in function then form,” Hayes said.

To fit this need the Pro Drive family has a grayish-white industrial design and is stackable so users can easily add to their storage capacity.

The line consists of the Simple Drive, Pro Drive and Duo Pro Drive. Each is available in three capacities: 250GB at $99, 350GB at $129 and 500GB at $169 for the Simple Drive; 500GB at $229, 750GB for $329 and 1TB at $529 for the Pro Drive; the Duo Pro Drive is 1TB at $399, 1.5TB at $599 and 2TB for $799.

All are expected to be on store shelves by the end of the month but are available from select e-tailers immediately.