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× Adds Wireless Service

Los Angeles –, the No. 2 pure-play CE e-tailer, has added wireless phones and services to its assortment through a first-time partnership with AT&T.

“This partnership is a special milestone for us as it greatly compliments the strategic framework of products and services available to our customer base,” said Anthony Chow, Newegg’s business development and emerging technologies VP. “We are pleased to welcome AT&T into the Newegg family and look forward to growing our relationship.”

As an authorized AT&T dealer, Newegg has begun offering a large selection of handsets and a choice of calling plans and services. The company also said it is planning several category promotions, including exclusive deals on Plantronics Bluetooth headsets.

“Newegg will optimize the Internet buying experience for the mobile lifestyle,” stated Lawrence Jackowski, the e-tailer’s director of wireless. “This new division brings what will be the best mobile buying experience together with the leading Internet retailer allowing us to capitalize upon the power of our two brands and growing Internet trends.”

Newegg said the addition of wireless will further enhance its cross-merchandising abilities and signals its intention to expand into the broader CE market this year.

The site was founded in 2001with a focus on computer hardware and software, but has since expanded to include A/V, personal media devices, portable navigation, communications products and other consumer electronics. Featuring product information, images, how-to’s and customer reviews, Newegg racked up $1.5 billion in sales last year, making it the 18th largest CE dealer according to the TWICE Top 100 retailer rankings. The company claims a base of 6 million registered customers including do-it-yourselfers, gamers, students, small- to medium-sized businesses, IT professionals, resellers and “consumers that desire a comprehensive digital lifestyle.”