Cambridge SoundWorks has amended its direct-sale business model by offering its home audio and theater products through Amazon.com and Fry's.
Amazon is listing Cambridge's complete line, and is being paid a percentage of sales to do so. Cambridge, based here, is handling fulfillment and is providing product-related information and service to customers through its call center.
The Cambridge assortment at Fry's includes the MegaTheater HTiB, Newton Series loudspeakers, BassCube subwoofer series and Model 12 transportable amplified speaker system. The products are showcased in Fry's sound rooms and integrated onto the sales floor. The retailer is promoting the brand in-store and via advertising, while Cambridge is providing point-of-sale materials plus customer service and support.
The factory-direct manufacturer, a wholly owned subsidiary of Creative Technology, maintains 25 retail stores throughout California and New England plus an e-commerce site, hifi.com. According to the company, selling through Amazon will increase its brand awareness with the e-tailer's 30 million monthly visitors, while the Fry's deal extends its reach in major Western markets.
"We've been successful with this [direct-sale] model," said VP/business development Rob Mainiero. "We entered into our partnership with Fry's because their highly efficient distribution model fits well with ours," while also affording greater exposure to consumers in Arizona, California, Nevada, Oregon and Texas.