Argos has signed a deal with Prestigio to stock the consumer electronics vendor's Roadrunner dash cams.
The dashboard cameras - designed to record road incidents (and reduce drivers' insurance premiums) - will be sold online, in-store and promoted through the Argos Christmas catalogue.
It's the first time Argos has dabbled in this category, which looks set to grow in the coming months.
Dash cam sales have increased in the UK substantially over the past year.
Prestigio has been supplying the products across Europe and Russia, and says it was only a matter of time that the category would hit the UK.
Hannah Coy, assistant buyer at Argos for sat nav and DVRs, said: “We are very excited about our new partnership with Prestigio and our entrance into the market of dash cams. With the combination of Prestigio’s high quality devices and our current position as one of the UK’s top multi-channel retailers, we should be able to achieve a dominant position in this market.
"Now our £3.95 same day delivery mechanism has been launched, we are both looking forward to an exciting peak”.
Simon Buckingham, Prestigio's UK head of marketing, added: “Argos will be stocking three strong lines of Prestigio Roadrunner DVR dash cams. There are over 30 million vehicle users in the UK, giving us both a massive opportunity to really hit this growing market."
Prestigio's UK national account manager, Hamish Munton, commented: “With the increase in in-car dash cams business across the UK, not just for ourselves but the market in general, both parties will benefit from the great dash cam boom.
"This partnership emphasises how dedicated we are to competing with the best and reaching as many potential customers as possible."
Check out an upcoming issue of PCR for a closer look at the dash cam segment