Electronics brand Philips has launched an online store in Malaysia selling direct to consumers.

The store Blip.my will offer products ranging from peronsal care, parenting devices, kitchen appliances, household products, lighting and coffee machines. It focuses on small appliances rather than big box items like televisions.

The store effectively allows connected consumers to purchase Philips products online bypassing the brand’s retail partners.

Shipping is provided free to online customers and the site has been launched with discount offers.

Philips also appears to be seeking partners to develop more online channels for its products. “If you want help to setup an eCommerce store, online strategies for sales and execution, contact us,” the site invites.