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DISTRIBUTOR PROFILE: ANTIGRAV ANTIGRAV AntiGrav: 01932 454 929


AntiGrav distributes a wide range of accessories. Dominic Sacco quizzes sales director Robert Orchard about the company and its recent expansion


THE GAMING peripherals market has expanded massively over the past few years, with the Wii, iPhone and new DS


consoles carving opportunities for new third party products. This has caused an influx of new accessories to arrive in stores across the UK, presenting challenges to accessories firms when it comes to range space. But with its licensed products featuring branding from Ben 10, Mario, Disney, Sonic the Hedgehog,Ferrari and more – plus its own range – AntiGrav has many business avenues. The firm distributes a massive amount of peripherals, including PowerA DS carry cases and stylus devices, Thrustmaster steering wheels, Sunflex controllers and Orb headsets to name a few. It also distributes its products to many big-name retailers such as GAME, Amazon, Asda, HMV, Play.com, Tesco and more.


Its this wide range of partners and products that has enabled it to grow substantially over the past 12 months.


AntiGrav sales director Robert Orchard tells MCV: “We have expanded quite considerably, taking on more overseas vendors and as a consequence many new products. We also increased our staff and warehouse capacity by more than 50 per cent.”


www.mcvuk.com


What’s most impressive about AntiGrav’s constant expansion is the fact that it has only been operating since 2008. The Chertsey-based firm now employs 11 members of staff.


But has it seen any challenges this year? And what are its plans for the next 12 months of business? “In these difficult economic times, we need to improve our services and product offerings to keep on





The next few years will hold a big sea of change in our industry and in the market as a whole. Robert Orchard, AntiGrav


track,” adds Orchard. “We are striving to come up with new incentives that will give us an edge over our competition. These will, in turn, allow our business to keep or even improve our overall share of the market. “We also believe that the next few years will hold a big sea of change in the video game industry and in the overall market as a whole. “We will need to stay focused and remain flexible in our approach to adapt to changes in this fast- moving business.”


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