Bell Canada Buys The Source

Bell Canada just made a move that's going to broaden its horizons for more than a little bit. The carrier has agreed to buy The Source, the national consumer electronics retailer. What for? Well, to sell, of course.

In addition to its lineup of consumer electronics products, The Source plans to carry the full array of Bell consumer services at its more than 750 stores across Canada by January 2010. The retailer may also agree to carry products from the MVNO, Virgin Mobile - subject to agreements.

The report says that The Source will continue to operate independently in light of the buyout. Bell's involvement will be minimal from an administration and management standpoint, though I doubt that it'll be as subtle when it comes to marketing and product promotion. With the carrier now looking to own a chain of retail stores, it's going to gain more exposure, possibly greater than those of the competition. The sale isn't expected to close until late this year, so that should give them time to catch up.

Source

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