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11 November 2013

Pioneer returns to TV market in Dixons deal

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Sebastian James

Pioneer is to return to the European TV market this year as a Dixons Retail exclusive brand.

The Japanese consumer electronics manufacturer has signed a deal with the electrical retailing chain, which sees Dixons granted the exclusive rights to source and develop products and sell Pioneer TVs in selected European markets.

The roll-out of the launch will begin in December, with Pioneer TVs sold in the Nordics. There are plans to enter the UK market in the future.

Dixons Retail confirmed to ERT that it will launch Full HD 1080p LED TVs in three screen sizes - 40in, 46in and 55in. Features will include 3D, smart TV and extensive connectivity, including wireless, three HDMI inputs and three USB ports for importing multimedia content.

The move marks the return of Pioneer into the European TV market, with the first new product launch in five years. Pioneer exited the plasma TV market in 2010, due to changing market conditions.

Under the new agreement, Dixons Retail – the owner of Currys and PC World - will manage the full supply chain – from sourcing to selling. The partnership has been developed by Dixons’s Exclusive Brand sourcing business in Hong Kong.

“We are very excited to be working with Pioneer, a legendary brand in the world of technology, on its return to the European TV market. Today’s partnership reflects our reputation for excellence which we have worked hard to build during the last 40 years we have been operating in Hong Kong. This exclusive partnership is fantastic news, allowing us to offer the newest and latest TV technologies to our customers,” said Sebastian James, chief executive of the Dixons Retail Group (pictured).

Added Yoshihide Beppu, business planning director of Pioneer Home Electronics Corporation: “We’re delighted to collaborate with Dixons Retail. With our unparalleled reputation for cutting-edge technology and sophisticated designs, we know these technologically advanced high-end TVs have a unique place within the market.

"Our decision to work with Dixons Retail was a natural one, as we highly value their clear customer focus, market leading positions and innovative approach to retailing. With their highly respectful approach to the premium positioning of the Pioneer brand, alongside our loyal customer base, we believe this is a winning combination and we’re excited to watch these new products transport customers in to a world of fun, entertainment and interactivity.”