Comment appoints Brightstar for Q4 rush


Comment Retail Services has struck a deal with Brightstar Europe to help it fulfil high volume and value orders for its non-specialist retail customers.

Comment is aiming to pass on to Brightstar around half of its orders for Q4, which so far number around one million handsets, for customers such as WH Smith, Woolworths and Sainsbury’s.

Comment managing director Michael Richardson said these would comprise higher end handsets, which typically needed less customisation than lower end ones.

The deal will enable both companies to pool their handset volumes to get cheaper wholesale prices. Richardson said Comment had looked at other distribution firms and ruled them out on the grounds they either shared some customers or lacked sufficient scale.

Said Richardson: "We are a very small company that deals with big customers.

"Some of the orders that are coming in for Q4 are going to be too big for us – our warehouse isn’t enormous. If there is not much that needs to be done to the handset or box then we will pass it on to Brightstar. If it is more complex we will do it ourselves.

"Brightstar understands where we’re at and our values. Some distributors are still stuck in principles of volume and don’t understand how to get a product on a shelf in a way that a customer will want to buy it."

Brightstar Europe president Rod Millar said: "We will use our extensive resources and expertise to ensure Comment can maximise its strong relationships with non-specialist retailers and deliver a highly effective service and improved experience to its customers."