Pentax Europe has said its forthcoming online store will provide wider access to accessories, rather than cameras as previously reported. The move will allow the company to directly sell a wider range of products to consumers in UK, Germany France, Switzerland and Hungary. A statement from the company corrects an earlier press release from online shopping specialist Digital River about an online store that will be established before the end of the year. Pentax has struggled to achieve widespread distribution of its full product range in some European markets in recent years.

Pentax press statement:

"In response to the statement by global e-commerce solutions provider Digital River, PENTAX would like to clarify a number of points. While PENTAX is working with Digital River on the concept and implementation of an online shop, this is complimentary to our successful existing trade relationships.

The platform will be utilised to promote and sell accessories and other products that are currently not widely distributed within the UK photographic market. PENTAX is committed to its existing trade partners and will continue to offer its full support in this respect."

Original Digital River Press Release:

Digital River to Manage Online Sale of Cameras for Pentax

MINNEAPOLIS Nov 2009--Digital River, Inc. (NASDAQ: DRIV), a leading provider of global e-commerce solutions, announced that it signed a new e-commerce agreement with PENTAX Europe Imaging Systems. Under the agreement, Digital River will be launching an online store and providing a full range of e-commerce services to support online consumer sales of PENTAX cameras in the UK, Germany, France Switzerland and Hungary. The PENTAX Europe store is expected to launch in 2009. PENTAX is a leading manufacturer of digital camera technology, digital SLRs and lenses for digital photography.

“Today’s largest consumer electronics manufacturers are looking for new ways to build brand equity and add market share,” said Joel Ronning, Digital River’s CEO. “Direct to consumer sales is one way we can help them accomplish just that. We know what it takes to build a multi-channel strategy that both works in concert with traditional channels and reaches consumers when and where it is most convenient for them.”

“PENTAX dealers know, just like we do, that consumers want a relationship with our brand in stores and online,” said André Dierickx, commercial director for PENTAX Europe Imaging Systems. “We needed to find an e-commerce partner that understood our industry, the importance of our dealer relationships, and the value of multi-channel approach where everyone is a winner. Digital River was the clear choice.”