Insteon this week announced the arrival of its new flagship Insteon Hub, which retails for the low price of $39.99.

The product is now available at Walmart, Menards and Smarthome.com, and will launch later at Best Buy, Microsoft Store, Home Depot, Target.com, Sears, TigerDirect and RadioShack.

“We’ve made it more affordable and efficient to get your home connected,” Joe Dada, CEO of Insteon, said as part of the announcement. “We’ve demolished barriers in order to reach the broadest customer demographic.”

See Insteon.com for more.