New firm takes UK lifestyle gadget market by storm, promising low prices

Eastern promises

Japanese consumer electronics outfit NHJ is launching its full range of gadgets into the UK.

At the launch, in London?s Soho Hotel, Founder and CEO Maj Harilela (pictured with UK GM Sara Best) introduced a broad range of electronic devices ranging from MP3 players to digital cameras to TV watches.

NHJ operates a number of sub-brands. Che-ez! Was launched in June 2000 and is a range of wearable fun fashion orientated technology. The product collection is targeted towards the female market incorporating colourful and stylish designs. Products in the collection include the world?s thinnest 2MP Camera named Foxz 2 with an All Weather Case and Foxz 3 its latest slim camera with a 3 Mega Pixel Sensor.

V@mp was launched in December 2000. An audio digital music focused brand, it embodies the latest music technology capabilities such as MP3, WMA and OGG direct encoding. All products in the range are completed with a futuristic feel complementing its high-end technology. Products in the range include the VP 425 an MP3 player with bundled speakers.

More recently NHJ has ventured into the higher-end markets with its Mach Power and D?zign brands. Mach Power was launched in August 2001 and is NHJ?s high-end digital camera range. Products in the collection include the DX550 a competitive 5 Mega Pixel Camera with Optical Zoom. D?zign, launched in mid 2002, is NHJ?s final sub brand. The products appeal to the fast moving consumer desire for new technology. Products in this collection include the DV5 one of the world?s first 2GB HDD video players with MP3 capability.

Among the more innovative products on offer are a wristwatch sized TV and a Bluetooth enabled music player with wireless headphones.

NHJ is delighted to be entering the UK market,? said Harilela. We aim to be a leading player in the UK with our portable digital products thanks to our diverse product line up, multi brand approach and investment in marketing.?

UK general manager Sara Best indicated that many of the products will be significantly cheaper than their competitors and invited retailer to get in touch with her to find out more.
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