Magazine article Marketing

Ex-Hinari Team Sets Up Akura

Magazine article Marketing

Ex-Hinari Team Sets Up Akura

Article excerpt

Ex-Hinariteam sets up Akura

A mass-market consumer electronics brand is being launched by the management team that made Hinari into a household name.

Akura is the Japanese-sounding name chosen by ex-Hinari chairman Brian Palmer and his partners Ian Collier and Brian Joy. The company is negotiating with several high street chains and hopes to have a range of televisions, video recorders and audio products on their shelves by the end of March.

Television and press advertising is being planned for the run-up to the peak winter selling season.

Their former company was seen by many as a victim of its own success, when its rapid expansion left it ill-prepared for the interest rate hikes that flattened the brown goods market. The Hinari brand was bought by Alba last November, but the company has declined to comment on its plans for it.

Ian Collier says that the team has learnt lessons from the past: "I think now we're more likely to err on the side of caution and ensure that we don't grow too quickly. …

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