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APS sets up new company for Polaroid

APS has set up a separate company, ‘Brands Australia’ to manage its newly-acquired Polaroid Instant distributorship.

Brands Australia will operate from within APS’ warehouse and marketing facilities to focus on the Polaroid film and Zink markets.

According to John Rule, managing director, Brands Australia, the Polaroid brand is enjoying high levels of support within the retail sector and has experienced strong growth, effectively doubling consumer product turnover for the same period the previous year.

Brands Australia has forged new channels of distribution, strengthened its online marketing ability, and appointed PR and marketing agencies.

It has appointed sales agencies G&R Marketing in Western Australia and Adtech Distribution in South Australia.

G & R Marketing has more than 20 years experience and currently represents major brands such as Toshiba Refrigeration, Samsung and Glen Dimplex, with retail partners that include Harvey Norman, The Good Guys, RetraVision and Betta.

Adtech Distribution’s principal, Harry Sepp, has long-standing experience in the photographic industry at retail, commercial and wholesale levels. Mr Sepp has also provided servicing, training and technical support in SA for all Polaroid passport outlets for the past four years.

In addition Achieva Agents has been retained to explore opportunities with rewards and loyalty programs ‘to further capitalise on the aspirational value of the Polaroid instant imaging products’.

John Rule said that Brands Australia will be broadening the Polaroid instant imaging product portfolio through the year, with ‘numerous new products’ in the pipeline.

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