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Published on June 1st, 2017 | by The GC Team

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Vestel offers higher margin opportunities with new Toshiba TV ranges

Turkish CE and MDA manufacturer Vestel has announced the launch of a new range of TVs under the Toshiba brand, which it says offers an affordable mid-market proposition and the “possibility” of higher margin sales outside of Europe’s narrow 20% premium sector.

Vestel entered into a brand licensing agreement with Toshiba Visual Solutions Corporation in 2016, a move in which the two businesses outlined ambitious growth plans for the European consumer TV market with aims to exceed Toshiba’s previous market position. The new collection ranges from 65” OLED and 55/49” wide colour gamut TVs to Ultra HD and smart DVD TVs.

The five core ranges reflect the Toshiba brand identity, providing user-friendly designs and greater attention to aesthetic detail, such as bezel-free and ultra-slim bezel frames and space-saving brushed aluminium stands.

Offering Ultra HD picture clarity, the X97 OLED TV, U77 Wide Colour Gamut Series and U67 UHD range are said to feature a number of value-added technologies such as UHD upscalers, plenty of 4K content via online entertainment services and MEMC functions to keep up with the fastest of on-screen action sequences.

Audio performance is enhanced with “cutting-edge” integrated technologies in the bezel-free model and ultra-narrow TV bezels. For the OLED, wide colour gamut and 4k series, speaker boxes improve the clarity of the on-screen dialogue, and subwoofers project the base sound. At the entry levels of the mid-sector, DTS TruSurroundHD is standard.

Matthew Lang, Pan-European Head of Toshiba TVs and Managing Director of Vestel UK, said: “With this launch we’re not only breathing new life into an iconic TV brand, but also revitalising the industry by offering an alternative mid-market range.

“We’re using our engineering capabilities and manufacturing strength to bring more value to the market, integrating premium technologies, such as big screen OLED designs into our line-up so that we can drive higher margin sales across the accessible mid sector. We’re also creating feature-rich but affordable TV series, combining UHD with advances such as wide colour gamut to offer a step-up TV viewing experience.”

Lang added that Toshiba has always offered a win-win proposition, providing retailers with attainable up-sell opportunities and consumers with genuine value for money.  “It’s this brand approach that we believe can differentiate us and drive up margins in a market that’s currently dominated by replacement TV sales,” he commented.

“We can appeal to a whole new generation of price-conscious but ambitious shoppers, offering the Japanese technological design and high quality assurance standards which have made this brand a trusted household name.”

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