ASB MAGAZINE: Electric California has entered into a distribution agreement with Sidelife Pty Ltd to better serve the Australia and New Zealand markets. Sidelife is a wholesale and retail company based in Byron Bay. Established in Melbourne in 2003, Sidelife brands include Herschel Supply, Mr. Simple, Simple Watch Co and Electric.

“This move will provide Electric an opportunity to partner with a strong local business to improve our sales strategies and service levels to retailers.” said Electric California President and COO Steve Hurst

“The change takes place effective November 1st , but we wanted to share this info as soon as possible. Your new sales manager will be an old friend, (former Electric GM) Mr. Peter Dodd” concluded Hurst.

The announcement’ follows the news former Electric AU/NZ Manager Damion Fuller had left the company to pursue other interests.

Photo L-R Dave Fraser / Eric Crane. .


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