Kim Rom

Editor in chief of Dealerscope

The Denmark-based gaming accessories maker SteelSeries has been a fixture in the European market since its inception in 2001. Now, the company, with a base in the Chicago area, is poised to broaden its distribution in the U.S. beyond its current Internet sales footprint. The company plans to more widely address a 55-million-household gamer demographic, with what newly appointed CEO and former Motorola executive Bruce Hawver says is a “gamer-driven” product suite offering “winning is everything” features that give users a competitive advantage – and dealers product margins ranging anywhere from 30 to 40 points. The brand is also in the 21-store

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