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    Best Buy building in-house electronics brands

    By Dan Haugen | Published Mon, Apr 27 2009 9:27 am

    The Wall Street Journal reports that Best Buy is "rapidly expanding its private-label electronics business" to gain an advantage over such competitors as Wal-Mart and Amazon.com.

    The retailer is selling hundreds of products under five in-house brands, including Dynex, Insignia and Rocketfish. The hope is that those names might one day carry the same cachet that such brands as Kenmore and Craftsman do with Sears customers.

    They aren't just slapping a name on cookie-cutter factory products. Best Buy is trying to use customer feedback to develop better products. Among those for sale already: a kid-friendly portable DVD player with spill-resistant rubberized edges and a simple digital picture frame without cost-adding extras, such as music streaming.

    Sales of Best Buy's private-label electronics rose 40 percent in the last fiscal year, even as overall sales and profits fell, the WSJ writes.

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