Kensington relaunches advanced Gravis brand with major consumer rebate promotion
June 11, 1997
SAN MATEO, Calif.--(BUSINESS WIRE) -- Market Leader in Computer Accessories Puts Marketing & Distribution Strength Behind Most Recent Acquisition
Kensington Technology Group, the global leader in computer
accessories is consolidating its leadership position by expanding
its product line to incorporate the Gravis brand of entertainment
gamepads and joysticks. Advanced Gravis Computer Technology Ltd., acquired by Kensington in January of this year, has long been recognized as a leading provider of award-winning gamepads and joysticks for computer and console gaming systems. According to PC Data, Gravis was number one in unit sales of PC gamepads in 1996.
The acquisition of Gravis was Kensington's fourth in the past two
years, further extending its product line to more than 400
offerings. "The addition of Gravis is a perfect fit and a natural
extension to Kensington's comprehensive product line and greatly expands our selection of input devices," said Peter Dupont, president of Kensington. "It also builds upon our branding strategy and results in a trio of strong brands for our portfolio -- Kensington, Kensington Sports, and Gravis. Kensington is primed to expand its business into the growing gaming peripherals market."
Earlier this year Kensington commissioned a national study of
American workers because consumers had been requesting products that would help meet changing work and leisure needs. "The Kensington Report on the New Style of Working indicated that people today are utilizing technology including their PC to successfully blend their work and leisure time. And in the same way, we see the addition of Gravis as the right compliment to our current line of work-related PC accessories as we continue to grow our leisure-oriented product line," said Dupont.
The Advanced Gravis facility in Burnaby, British Columbia will
continue operations, while key marketing, sales, and administrative functions will be coordinated with Kensington's San Mateo location. "This is a real win-win situation for both companies," said Mike Cooper, former CEO of Advanced Gravis and now the General Manager of the Gravis Product Group for Kensington. "Gravis products round out the Kensington input product line, while Kensington's extensive sales and distribution reach along with planned investments in product development and marketing will enable Gravis to build on its leadership position."
To relaunch the Gravis product line, a nationwide $30/$20/$10
rebate program begins this month. Rebate forms have been
distributed via on-pack stickers on three key gamepad and
joystick products. This program, which extends a consumer rebate
of $30, $20, and $10 respectively on the Gravis Firebird, Thunderbird and Blackhawk products, will mark Kensington's continued commitment to providing its customers with exciting new products and strong consumer promotions.
Both the Gravis acquisition and the rebate promotion have been
well received by Kensington's retailers. "Best Buy's long standing
partnership with these two companies will only be strengthened
by their new alliance," said Arnel de Jesus, senior buyer for peripherals at Best Buy, the consumer electronics giant.
Headquartered in San Mateo, CA, Kensington Technology Group
is the technology platform of ACCO World Corporation, an operating company of Fortune Brands, Inc. Kensington designs
and markets a broad range of quality computer accessories,
peripherals and software. The Kensington web site is located at www.kensington.com . The Gravis web site can be found at
www.gravis.com . Kensington and Advanced Gravis are
trademarks and/or registered trademarks of Kensington
Microware Limited. (c) 1997 Kensington Microware Limited
CONTACT: Douglas Rebert | Neale-May & Partners | (P)
415-328-5555 X118 | (F) 415-328-5016 | drebert@nealemay.com |
