Durabrand
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Durabrand is a private label tradename of Wal-Mart which was introduced in early 2003. It is available in the UK through ASDA, where it was previously known as Pacific.
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[edit] Introduction
Durabrand was first started in early 2003 as a brand only made for Wal-Mart stores in the United States, Canada and the United Kingdom, as a generic brand for electronics, but has grown to be available near-internationally. The products are marked for only Wal-Mart stores and available in very few other stores than Wal-Mart. Its name, Durabrand, was named that to mean durability at a low price. Like most generic brands, Durabrand is a chain of different manufacturers. Durabrand is chained with Lenoxx Sound, Alco, Funai (which would also include Emerson, Sylvania, and Symphonic), Orion, Maxell, Resonance, Initial Technology, and many other different companies. The prices of a majority of their products are often considered loss leaders.
Durabrand does have some "company rivals", despite the low prices, their products are matched up between other in-house brands like Wal-Mart's iLo brand (considered as an upmarket brand, offers MP3 digital audio players and plasma video displays), Target's TruTech brand; and to an extent, K-Mart's former Curtis Mathes/White-Westinghouse (in the mid-to-late 1990s) now Home Essentials brand. Due to the fact that all of these are store brands, the stores are often competitive to get buyers to their store brand. Aside from store brands, Durabrand is matched up to Coby Electronics, jWIN, GPX, and other low-cost electronics brands. Durabrand offers audio equipment (CD players, alarm clocks, boomboxes, theater systems) and video equipment (VCRs, DVD players, televisions). However, it has also been lately focused on home appliances such as kitchen equipment, telephones, vacuums, and other general home appliances.
[edit] Products
- Media (CD-R, CD-RW, DVD-R, DVD-RW, and blank VHS tapes)
- VCRs
- Home minisystems and home-theater-in-a-box systems
- Boomboxes: Durabrand sells a variety of boomboxes. The offerings range from an AM/FM radio with a single-deck cassette player to models featuring CD players and some models with MP3-CD compatibility.
- CD players (with and without ESP): Durabrand has a very strong variety in portable CD players. Ranging from the basic models without anti-skip protection to models with a built in radio tuner, MP3 CD compatibility, or come supplied with a car kit - consisting of a 12 Volt DC adapter and signal-to-cassette adapter.
- DVD Players: There are three different types of DVD player that Durabrand sells. One type is the component DVD player that is connects to a TV with A/V inputs. Another design is a clamshell design portable DVD player (similar to a notebook computer). And a car DVD player "system" that can have up to two screens mounted on rear seats.
- Televisions: Durabrand used to sell monochrome portable televisions (sourced from Lenoxx Electronics Corporation) but now can only be purchased under the Lenoxx Sound name. Durabrand currently sells moderately sized color televisions (13-inch to 27-inch) manufactured by Funai Electric.
- Home Appliances: Home appliances include vacuums, hand mixers, coffee makers, wine coolers and other general home equipment.
- Telephones: Basic models, models with Caller ID and answering systems.
- Car audio: speakers and sets
[edit] Brand identification
Currently, Durabrand is identified only by a stylized D logo. Packaging on earlier products is a light green color, but products manufactured after 2004 have been packaged in red, with the brand and product description easily visible to the consumer.
[edit] Product manufacturers
- Most portable CD players and other audio equipment are currently sourced from distributor/supplier Lenoxx Sound.
- Larger stereo systems are often sourced from Alco.
- Televisions were sourced from Orion, now currently sourced from Funai Electric.
- Most home appliances currently sourced from Alco.
- Blank media currently sourced from Maxell.
- Car audio currently sourced from Resonance.
- Some DVD players are sourced from Initial Technology, but some models are also sourced from Lenoxx Sound and Venturer.
| Wal-Mart Stores, Inc. |
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Key People: Sam Walton | David Glass | Lee Scott | Jim C. Walton | Bud Walton | S. Robson Walton | Douglas Daft |
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Assets: Amigo Supermarkets | ASDA | Sam's Club | Wal-Mart Discount Stores | Wal-Mart Neighborhood Market | Wal-Mart Supercenter | Walmex |
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Annual Revenue: $288 billion USD ( |
