Robert Heilbrunn established Prima Australasia Pty Ltd in 1995, as an importing and distributing company, dealing primarily in small electrical appliances. From the outset, Prima was appointed the sole representative agent for Nu-World Holdings Ltd, the leading South African manufacturer and distributor of small electrical appliances. The close working relationship between Robert Heilbrunn of Prima, the management of Prima International of the U.K. and the Nu-World directors, opened up key avenues of opportunity for all three Companies in terms of sourcing products from South East Asia, Japan and China. 

Nu-World was offered the opportunity of taking control of the Akai brand for Australasia in late 1999. After months of negotiation and the subsequent liquidation of the Australian Akai subsidiary - Nu-World has taken control of Akai Australasia through a controlling stake in Prima Australasia, which now houses the Akai brand. The acquisition of Prima Australasia meets all the requirements of the Nu-World growth strategy, which is based primarily on internationally recognised brands in markets with a positive upside growth potential. 

Nu-World brings all of its experience to bear in Prima and now controls the board of this strategically important subsidiary. The Prima operation has already been relocated to a new warehousing and office facility in Braeside Melbourne, which will support distribution to the eastern seaboard. Further warehousing is outsourced in Perth Western Australia and a facility in Auckland is under consideration for the New Zealand market.

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Robert Heilbrunn Managing Director

KEY STAFF MEMBERS Matt Curtis - Commercial Manager Rhonda Casey - Office Manager Allison Sargeant - National Sales & Marketing Manager Mike Cacciola - NSW State Manager Sean Raftery - Operations  Manager