Australia’s Home-Grown Consumer Electronics Success

At LASER, we pride ourselves on being Australia's home-grown consumer electronics success story. Competing with multinational brands that have come and gone since our inception in 1987, LASER has remained a steady, reliable, and trusted brand to Australian consumers and our retail partners alike, focused on delivering high-quality and affordable technology.

In 2022, LASER celebrated 35 years of delivering affordable innovation across a wide and ever-growing range. We now sell more than one million products a year in Australia across more than 20 different product categories. From Smart Home to Gaming, Fitness, Pet Technology, E-Mobility, and more, LASER continues to deliver easy-to-use, reliable, and value-for-money options.

Over the decades, we have played a key role in educating Australians about new technology, trends, and standards. Our commitment remains: providing high-quality technology that is widely available and affordable.

Commitment to Quality, Innovation, and Sustainability

Our combination of affordability, reliability, and speed to market is possible due to our investment in streamlined processes. With a fully owned and operated office in China, our team works directly with production partners to oversee sourcing and compliance.

Sustainability is at the heart of our operations. We actively participate in initiatives such as the Australian Packaging Covenant Organization and are members of the Business Social Compliance Initiative and Responsible Business Alliance.

The LASER Team & Our Retail Partnerships

Our success is powered by our passionate and dedicated staff, as well as our loyal retail partners—many of whom we have worked closely with for over 35 years. The LASER team ensures that consumers experience our brand at every touchpoint, from product research to in-store experiences, product quality, and after-sales support.

Whether in good times or challenging ones, our partnerships remain strong. We work hand-in-hand with our retail collaborators, delivering products that consumers trust and love.

Four decades of innovation, affordability, and reliability—LASER is here to stay.