Multimedia Technology lands Cygnett Australian power deal

Multimedia Technology has been appointed Australian distributor for Cygnett, covering its portable power and Big Power Solutions ranges.

The agreement gives Multimedia Technology exclusive commercial distribution rights in Australia for products including power banks and larger portable energy devices. These include the Roam 200W and 1000W Portable Power Stations, the Roam 100W ETFE Folding Solar Panel and the Roam 614Wh Expansion Battery Pack.

The deal adds a new consumer and commercial power category to the distributor's line-up as it looks to broaden its reach in the local market. For Cygnett, an Australian accessories brand, the partnership extends its reach through reseller channels across commercial, government and education segments.

Portable power has become a more active category as mobile devices, remote work and travel drive demand for charging away from fixed power sources. The market has also been shaped by broader adoption of USB-C fast charging and growing interest in backup power for outdoor and emergency use.

Multimedia Technology will handle national distribution for the range, giving channel partners access to local stock and reseller support. The distributor has operated in the Australian market for more than three decades and carries brands including NVIDIA, Panasonic, Vertiv, Sony and HP.

Cygnett's range under the agreement spans smaller power banks for everyday charging through to higher-capacity units designed to run multiple devices. The addition of the Big Power Solutions line moves Multimedia Technology into a segment between mobile accessories and broader energy resilience products.

Channel focus

The appointment reflects a broader shift among distributors and accessories makers as they target business and institutional buyers alongside retail demand. For Cygnett, the commercial channel offers a path into workplaces, schools and public sector organisations, where device charging and portable electricity have become routine purchasing considerations.

That focus was reflected in comments from both companies, which highlighted the importance of reseller relationships and sector coverage. Multimedia Technology's established presence in commercial, government and education distribution appears to have been a key factor in the appointment.

"MMT looks forward to a long and successful partnership as we expand into new focus markets. Our collaboration with Cygnett strengthens our range of power solutions, delivering versatile, practical, performance-driven charging solutions across a range of accessible price points, aligned with the ever-evolving needs of the market," said Mark Eichler, purchasing manager at Multimedia Technology.

Cygnett positioned the agreement around market access and channel management in sectors where procurement is often handled through specialist distributors and resellers.

"We're excited to partner with MMT, a highly respected and well-known Australian technology distributor. Their proven channel capability and management in the commercial, government and education sectors are a key drawcard for the Cygnett brand and will help accelerate our continued market growth in the portable and big power categories in particular," said Will Tischler, manager - enterprise, government and education at Cygnett.

Product range

The portfolio covered by the deal ranges from compact battery packs for phones, tablets and laptops to larger units designed for travel, home backup and off-grid use. The Roam products named in the agreement point to a push beyond conventional accessories into portable electricity systems that support longer use cases and higher power draw.

That expansion reflects a convergence between technology accessories and broader power storage products. Users who once bought power banks mainly for smartphones are increasingly seeking products that can support laptops, charge multiple devices at once and provide temporary backup during travel or outages.

For distributors, the category can offer higher-value sales than standard accessories while still fitting established IT and mobility channels. For vendors, working through a distributor with local warehousing can improve product availability and simplify supply for resellers serving business and institutional customers.

Stock from the Cygnett range will be made available to resellers through Multimedia Technology's Australian distribution network.