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Nationwide Launching Private-Label CE Line

Grapevine, Texas – The Nationwide
Marketing Group (NMG) will launch a value-priced private-label CE line this
fall that could eventually encompass TVs, Blu-ray and DVD players, Android
tablets, soundbars and gaming accessories under the exclusive Allegra
Electronics brand.

The program, direct-sourced from
Chinese OEM Eternal Asia (EA), is designed to provide member dealers with a
promotionally priced, albeit tier-one-quality, line that will allow them to
compete with Best Buy’s Dynex brand and other opening-price-point products.

The initial rollout, set for
November, will include three LED TVs, two LCD models and two BD players. The 720p and 1080p
TVs will feature A-plus-grade panels with 60Hz and 120Hz refresh rates, and
super-slim 1.8-inch-thick bezels in 26-inch, 32-inch, 40-inch and 55-inch
screen sizes.

A 3D SKU is planned for early 2012, although
IP capabilities will be reserved for a forthcoming selection of DVD players,
due out in January.

The TVs are priced to deliver upward
of 20 to 25 points of margin, but at $299 for the 32-inch model, can still
provide 12 to 15 points if used as price leaders.

“A private-label opportunity puts
the control back with the dealers — they can advertise it however they want
without worrying about other retailers,” explained electronics merchandising VP
Doug Schatz.

EA is reportedly the 23rd largest
company in China, with 14 production facilities, and produces components for
tier-one brands in addition to finished goods. The manufacturer will ship
container-sized orders to the U.S., where Nationwide distribution partner SED
International will provide fulfillment.

Although Allegra will launch with no
name recognition, consumers are less brand-conscious about TVs that are less
than 50 inches and $500, observed Mike Decker, the group’s electronics
merchandising senior VP. He said additional products will be introduced
following the initial TV test this fall.

NMG CEO Robert Weisner added that
Nationwide remains supportive of its main video vendors LG, Mitsubishi, Samsung
and Toshiba, which together represent about 90 percent of the group’s TV

The announcement was made this
morning at Nationwide’s PrimeTime! buy fair and dealer conference, which runs here
through Aug. 24 at the Gaylord Texan.