Durabrand

Wal-Mart Germany was the first country to introduce the private label with a lineup in Consumer Electronics.

5) & Frank Mades (Divisional Merchandise Manager Electronics) for Wal-Mart Germany.

The very first product launched was a 120 min Videocassette produced at RAKS in Manisa (Turkey).

Durabrand is chained with Lenoxx Sound, Alco, Funai (which would also include Emerson, Sylvania, and Symphonic), Orion, Maxell, Resonance, Initial Technology, and many other different companies.

Durabrand offers audio equipment (CD players, alarm clocks, boomboxes, theater systems) and video equipment (VCRs, DVD players, televisions).