Kingston's PC gaming hardware brand HyperX has partnered with Maplin as part of a new retail strategy.
The electronics chain will become the first HyperX peripherals retail partner in the UK, starting in 124 stores.
HyperX EMEA business manager Edward Baily told PCR: "You’re going to see HyperX breaking into retail now in the channel. We’re going to be in Maplin- it’s our first step into that High Street retail world as a brand.
"We’re very big online but now we’re sort of focusing onto the retail side as well, with our peripheral products – mainly the headsets at the moment. We’re having quite a lot of talks with UK retailers, so you’re going to see more of us on the retail side.
"The UK is a very important market for us - our head office for Europe is based in the UK as well."
HyperX says that its peripherals and headsets are ideal margin makers for bricks and mortar retailers.
"One thing that's good for our partners right now is products like peripherals – they can make more money on these kind of products," Baily added. "The headsets and our new products we’re releasing are very interesting for the channel because they’re good margin products."
The brand produces RAM, SSDs, USBs and moved into the headset market a few years back. It's launching its first official Xbox headset – the CloudX – on June 13th.
HyperX has now hinted at moving into other product categories.
"At the moment we don’t do mice or keyboards, and we’re not saying too much, but we’re investigating other gaming peripheral areas right now,” Baily commented.
“Watch this space closely over the coming six months – we have some exciting products coming to market and I think a lot of our fans will be very happy with them.”
HyperX distribution partners in the UK include Ingram Micro, Tech Data, SIMMS and Entatech.
Read the full interview with HyperX in the upcoming July issue of PCR