Panasonic set to begin full sales of white goods in North American market


Panasonic Corp. will expand its sales of white goods in North America in a bid to improve earnings by shifting away from sluggish business in flat-panel televisions and other home appliances, sources said Monday.

The electronics giant will set up its first large booth specifically for white goods at the 2013 International Consumer Electronics Show, which was to open Tuesday in Las Vegas, the sources said.

Panasonic has been selling microwaves and cleaners in North America on a small scale, with sales of about ¥20 billion in the region in the 2011 business year, which ended last March.

Panasonic aims to see overall sales in North America increase in fiscal 2013 by more than 10 percent from the fiscal 2011 level also through full sales of beauty devices, the sources said.

Panasonic will market hair dryers and facial equipment, shavers and depilatory devices from this year, they said.

Panasonic will also launch coffee makers and toasters with an emphasis on design. It has been selling air conditioners in integrated lineups and sales channels with its subsidiary, Sanyo Electric Co., since last year.

Panasonic will also study opening shops specializing in beauty devices, and increasing Internet sales at such shopping sites, including, according to the sources.