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Lexar kicks off China sales effort

Lexar Media will begin selling products in China through a new relationship with a distributor based in Hong Kong.

Lexar Media said Tuesday it will begin selling products in China through a new relationship with Laser Computer, a distributor based in Hong Kong. Fremont, Calif.-based Lexar said it will focus specifically on sales of memory cards and its JumpDrive USB flash drives.

Laser, which operates a chain of retail stores across 10 Chinese provinces, ranks as one of the nation's largest IT distributors and handles products for major customers including Hewlett-Packard. As part of the joint effort, Laser will also place anticounterfeiting labels and warranty cards into Lexar's products to help protect against piracy or copying of the technologies. The labels are designed to help consumers identify genuine Lexar products.