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MARKET Newstead Technologies is a major consumer electronics retailer in Singapore whose main products include personal computers (PCs), laptops and tablets, as well as computer and mobile accessories. With over 45 retail stores, it consistently places among the top three retailers for the major PC brands, and aims to achieve a year-on-year growth of 10% to 20%.

The company targets and reaches multiple consumer segments, across a wide demographic range, by designing innovative retail concept stores that appeal to the unique shopping preferences of each segment. Over the years, the company has built a strong relationship with its partners including brand owners, original equipment manufacturers, and distributors.

ACHIEVEMENTSIn recognition of its success, Newstead Technologies earned its first Business Super Brands award in 2013, while, Nubox, an arm of Newstead Technologies, received its second consecutive Consumer Super Brands Award. Nubox also won the 2013 Singapore Prestige Brand Award (SPBA) in the Promising Brands category. This award recognises and honours local brands that have developed and effectively managed themselves through various branding initiatives.

In 2012, Newstead Technologies was awarded the esteemed Enterprise 50 award

in recognition of its contribution to economic development in Singapore. The company also emerged as one of the top 12 winners at the SME 500 Award 2012.

In 2010, Nubox earned the Singapore Service Star accreditation, acknowledging its relentless efforts and strong belief in the value of consistently delivering service excellence.

Newstead Technologies has also embarked upon various CSR initiatives that have made a real difference in the community. In 2011, the company held its inaugural laptop charity

auction – Bid-to-Give - which raised $50,000 in aid of The Straits Times School Pocket Money Fund (SPMF). In 2013, the company organised the second Bid-to-Give charity auction and raised $21,963 for SPMF. It has also donated a total of $58,730 to disadvantaged children and youths through Mainly I Love Kids (MILK). The donation was raised from the campaign – Tech Shopping for a Cause, which was held at 35 Newstead Technologies outlets, and @notebook.com stores in December 2012.

HISTORYFrom its early beginnings as a single computer retail store in Funan Centre in 1999, to more than 45 stores spanning the city and heartlands today, Newstead Technologies continues to expand with the addition of an average of four to five new stores every year.

In 2001, it was incorporated as a private limited company and recorded revenue of $11 million. Recognising the market’s potential, in 2006 Newstead Technologies began to grow further with the opening and operation of single-brand concept stores for an array of international IT brands.

Not long thereafter, the company launched the first Apple reseller store - Nubox at Sim Lim Square in 2008, and within five years had opened a total of 12 Apple Premium Reseller stores (APR). Building on this success, another new APR store will open at the soon to be launched Bedok Mall at the end of 2013. The

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rapid growth has helped Nubox capture more than 35% of the market space in Singapore, to become the island’s largest APR.

In 2011, Newstead Technologies launched the first multi-brand electronics concept store, Digital Style, and now has four Digital Style stores in Singapore and will be launching another two stores at Suntec City Mall and Westgate by the end of 2013. In 2012, the company introduced a new chain of specialty stores, tech@vogue Gallery, that focus on accessories and connectivity solutions for mobile devices. In the short span of one year, there are now five tech@vogue Gallery stores island-wide.

PRODUCTNewstead Technologies goes to great lengths to gather market and consumer data, to identify trends that drive business decisions, and to inspire creative retail concepts. For example, the company identified unconventional retail touch points in the heartland malls for Nubox. It recognised the locations are popular with consumers who prefer to get their shopping done close to home.

The analysis of trends led to the birth of Digital Style in 2011. This multi-brand concept store breaks the mould for IT retail and deepens the consumer-centric experience. The largest Digital Style store of 9,000 square feet at Jurong Point is as big as 10 four-room flats but consumers are able to easily get what they want at the concept store as the products are categorised according to their needs. The new approach has been an instant hit with shoppers, and has registered great sales results since its launch.

Not only are consumers more conversant with new technologies, the use of smartphones and tablets has also become an integrated part of their lifestyle. They are also more in-sync with the latest trends, and seek more lifestyle designs. The launch of tech@vogue Gallery in July 2012, filled a gap in the market for a specialty store offering fashionable mobile tech solutions, that enable customers to get the most out of their devices.

RECENT DEVELOPMENTS In April 2013, Newstead Technologies was appointed to run the first ASUS concept store in Singapore, and in August, was selected to operate Singapore’s first Samsung ATIV store.

The Nubox chain proudly celebrated its 5th birthday with a Happy 5 campaign in June 2013. It also achieved both Consumer Superbrands Status and the Singapore Prestige Brand Award in the same year.

PROMOTIONNewstead Technologies has engaged in a multi-pronged approach to increase market presence and enhance branding. At the online level, it maintains an active website and Facebook page, which serve as a communication platform for customers and the general public.

The company also takes part in four major consumer electronics road shows and exhibitions in Singapore – IT Show, PC Show, Comex and SITEX, as well as the new Consumer Electronics Exhibition in 2013. In addition, it organises regular road shows at popular suburban malls such as Tampines and Jurong Point.

The Nubox outlets run quarterly in-store programmes to engage with customers. These programmes tap into the latest trends among Mac users, and educate consumers about different ways to experience the use of their Apple devices. The company is always on the lookout for innovative ways to engage youth, and has been connecting to the younger generation through a partnership with Universal Music. Nubox has treated music-loving customers to acts by international artists such as Pixie Lott as well as The Wanted, for two years running.

Newstead Technologies build and manage media relations with major news publications and lifestyle publications in Singapore. This ensures a sustained amount of media coverage for the company on both traditional and online platforms, which help to increase brand equity.

BRAND VALUES The company’s vision is to be the best consumer electronics retailer in Singapore. It has established itself as a forward looking organisation, and is known locally for its unique and creative retail concepts. Each concept, including Digital Style and tech@vogue Gallery was designed to provide different shopping experience to customers.

With a mission to deliver the widest range of IT products and services to consumers through constant innovation, the company relies heavily on the strength of its workforce. As a result, great focus is placed on providing rewarding career opportunities, and a dynamic work environment.

www.newstead.com.sg

• The first Newstead Technologies storewas a small retail outlet at Funan Centre, with 300 square feet of floor space, three staff, and a modest display of 20 PCs and laptops.

• Today,NewsteadTechnologieshasover45 stores islandwide.

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