Thailand's Smart ID Group plans to expand its consumer electronics sales in Cambodia via a partnership with a local distributor, a company representative said yesterday.

The company plans to pump up to $500,000 a year into the Cambodian market to build its brands, including its flagship Anitech line, Thomas Hongpakdee, CEO and managing director of Smart ID Group said.

“Though Cambodia is not a super big market, our plan is to make [the country] a promising destination,” he said. “After getting the right [distribution] partner, our plan for investment will be mainly [focused] on brand building.”

He said the company’s investment would be used to establish a flagship store and representative office in Phnom Penh, and cover personnel, events and marketing costs.

Smart ID Group produces a wide range of consumer electronics, including headphones, computer mouse and keyboards, and mobile phone accessories.

The company reported $4.7 million in sales last year, of which 95 per cent was generated in Thailand.

It is aiming to build new distribution channels in Asean countries and China to increase the share of international sales to 50 per cent by 2018.