EMPR Partners with MI Battery Experts

EMPR Australia and Master Instruments strategically team up to help fulfil growing battery demand within the Australian market

We are pleased to announce EMPR has secured a partnership agreement with Master Instruments Pty Ltd for the sale and distribution of their battery brand MI Battery Experts in the category of notebooks. The partnership with battery manufacturing leader Master Instruments is another significant step in EMPR’s journey to build their stronghold in the Australian market offering a wide range of items which complements its existing business partner portfolios of parts and upgrades.

EMPR and MI batteries’ Strategic partnership has now enabled EMPR to offer all customers a compatible equivalent alternative to their genuine OEM battery request at a more competitive price.  EMPR sees this as a great value add offering to their entire customer database with MI batteries fitting in easily with their existing partner brands that include Hewlett Packard Enterprise, HP Inc., Toshiba, Lenovo, ASUS and Lexmark. EMPR is excited to have this opportunity to offer their customers an alternative to meet their business and personal battery requirements.

Master Instruments is a 100% Australian owned and operated; manufacturing & importing company in the electronics industry within Australia and the South Pacific. They are a leader within design and manufacturing for the Australian Battery market and have been in business since 1942.  One of the most critical factors for EMPR to incorporate MI Batteries to their portfolio was MI’s quality and ISO accreditation as all MI batteries exceed original equipment specifications and only use quality cells for exceptional runtime and extended service life. EMPR is currently working with MI Batteries to add the entire range to EMPR’s online store.

With the two leading companies’ respective strengths – EMPR’s “Go to market” Strategy and MI’s “Quality & Manufacturing” Expertise; the partnership is a strong strategic fit leveraged by EMPR’s diverse customer base covering all market segments.

Bryce McIntosh, CCO added “Providing our customers an alternative battery option to the OEM genuine batteries has become a must given the challenges the industry is now facing with the new import laws on Lithium Batteries (read article) and to meet the ever changing customer’s demand who now want more choices or alternatives to finalise their buying decision. This agreement enables EMPR to further expand its market and foot print by offering batteries for every IT brand sold in Australia!”

EMPR continues to build and reinforce its position as the leading authorised parts distributor with this agreement with MI Battery and ongoing partnerships with leading partner brands Hewlett Packard Enterprise, HP Inc., Lenovo, Toshiba, ASUS and Lexmark. With extensive knowledge and expertise in the I.T hardware parts, distribution and services space EMPR continues to grow as a leader in this industry.