SunBriteTV’s Dixon: There’s Profit Plus in Outdoor TV
SunBriteTV is aiming to spread the idea among dealers that there is significant margin to be made in TVs that are not Ultra HD or OLED. The outdoor LCD TV supplier, which has primarily been selling its U.S.-designed-and-assembled 32-inch-to-65-inch sets through custom integrators, select local dealers and distribution, is expanding its channel plan to what vice president of marketing and national retail sales Tom Dixon said is “the next chapter: co-marketing with AV specialists, more progressive TV/appliance chains and outdoor lifestyle retailers.
“We think 2013 is the year of outdoor TV,” Dixon said. The company, which tripled sales of its 55- and 65-inch SKUs during a Fall 2012 rebate promotion inaugurated immediately after CEDIA Expo, is moving through an “explosive” first-quarter sales streak in 2013, he said.
“Plasma TV has become commoditized, so retailers are embracing outdoor products,” Dixon said. “Consumers are seeing these outdoor TVs as capstones for their outdoor spaces.” And he added that they afford dealers great cross-shopping potential with high-quality outdoor products. “For dealers, it also makes attachment of outdoor speakers easy – and these sets can be sold at 2004 and 2005 plasma prices.”
The company is spotlighting its newest residential TV series, Signature, which starts at a $1,495 price for the 32-inch set, and ranges up to $6,995 for the 65-inch SKU. The line also includes 46- and 55-inch models, and is designed to resist rain, humidity, salt corrosion, dust and insects. Their internal cooling systems are designed to withstand temperatures from –40 degrees to 122 degrees Fahrenheit. They are outfitted with anti-glare screens and their wiring compartments are sealed to keep moisture out; each set is equipped with a weatherproof remote.
The SunBrite TV Pro step-up series and even the flagship Marquee range, which is direct-sunlight-viewable and designed for commercial use, are also both selling well for residential use, he said.