Nationwide to Field Private-Label TV Brand

The Nationwide Marketing Group buying group announced at its Las Vegas-held PrimeTime meeting this week that it would begin offering a private-label TV brand called BEA (for Broad Electronics America) that will be exclusive to Nationwide members.

Doug Wrede, vice president of Consumer Electronics for Nationwide, characterized the product line to Dealerscope as being positioned as members’ “opening price point in TVs.” A group statement said the line “solidifies Tier 3 strategy” for membership.

The line, which will be distributed and fulfilled through a partnership with O’Rourke Sales, does not include “smart” TVs but will include 4K models in screen sizes from 40 to 65 inches and non-4K models in 32-to-40-inch screen sizes.

The brand, with sales and marketing facilities in Minnesota, is 100 percent factory-owned, and customer support will be 100 percent U.S.-based.

Attached to the BEA line will be a one-year “field-scrap” policy that will enable direct replacement for any defective products. Wrede pointed out that this unique policy removes “the complexity of return logistics… freeing up more time for dealers to run their businesses on the front lines.”

BEA executives include Lee Schoenfeld, president, and  Al Levene, vice president of sales. Schoenfeld, in an introductory video shown to members, stated, “We have no designs on becoming a Tier One brand. Our line is in opening price points, high-value products and high-value service.”  In a statement, he emphasized that the fact that the sets are being made  in BEA’s own factory “means that all the TVs… are produced to our own rigid quality standards... We believe this winning strategy is one that provides control for Independents, while also providing the lowest possible acquisition cost and top-shelf customer care support.”

Products are slated to begin shipping in mid-August in time for the holiday selling season.