Peripherals specialist A4T has dropped the Bensussen Deutsch and Associates (BDA) range from its line-up.

The firm has stated that the accessories have been dropped so it can focus on the launch of two new licensed programmes, while the current strength of the dollar compare to the pound has also been a deciding factor.

 “On Friday February 6th we gave written notice to Bensussen Deutsch & Associates that from immediate effect A4T will no longer be the ongoing distribution partner for their range of BDA Video Game Accessories in the UK,” said sales and marketing director Bill Stirling.

 “This is a decision that neither myself or my fellow Directors took lightly, as we only introduced the BDA Product Line into our business in Spring 2008 and it takes a lot of time, effort and finance to get any new product range to where it needs to be in the market so that it can be successful for both our business at A4T as well as our licensed partner, which in this case is BDA. 

“In the short time we had control of the BDA range, we did however make massive progress in the market and like for like unit sales December 07 versus December 08 grew over 150 per cent in the UK market.

“There are two main reasons why we came to our decision,” he continued. “Primarily, we are currently at an advanced stage in bringing two new major licensed programmes to market. One is to be unveiled imminently and will launch in time for Easter this year, and the other is planned to hit the market just before the start of peak season. 

“The important point about these new upcoming range launches is that we at A4T have full control of both projects, from product development and production of the new range, right through to launch day itself.

“Our Secondary reason is that purchasing finished goods from an intermediary licensee, such as BDA, particularly with the current strength of the dollar versus the pound, makes the product range as a whole very uncompetitive in the UK marketplace.

“I would like to assure the industry at this stage that we are not going to have a fire sale to dispose of the balance of our BDA stock and risk unsettling the VGA market as a whole,” he concluded. 

“Instead my sales team are actively working together with our key customers to ensure that they have an extremely competitive promotional programme, which is designed to maximise sell through opportunities leading up to the key Easter period in mid April.”

A4T: 01204 369220