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Synnex gets full distributor status with Brother

Synnex to access Brother hardware range

Brother has extended its relationship with Synnex, giving the company full distributor status.

Synnex began distributing the vendor’s consumables nine months ago, and will now have access to Brother’s full range of hardware as well.

Brother national distribution manager, Dean Kendall, said the company first struck up an alliance with Synnex to forge an increased local presence. “We have a number of state-based distributors but have never had a national one,” he said. “Synnex, with their four warehouses and offices around Australia, gave us that breadth of a national distributor.”

Kendall said the decision to promote Synnex’s status was a result of positive customer response.

“At the beginning both our companies decided to only deal with consumables first to see how Synnex customers took to our consumables,” he said. “They were really happy with the sales and from that, it allowed us to move to the next stage onto hardware.”

Kendall expects the new arrangement will promote a healthy relationship between Brother and Synnex and add value to the vendor’s brand in the market.

HP also opened up its partnership with Synnex in December last year, giving the distributor full access to the vendor’s range of consumables and commercial desktops. Prior to the agreement, Synnex only covered HP notebooks and high-end multi-function printers.

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More about: Brother, Hewlett-Packard, HP, Synnex, Synnex Australia
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Comments

1

Nadia Cameron

Fri 01/05/2009 - 09:44

Getting ahead

I believe we'll see more printer vendors revisiting their distribution strategies given the economic climate we're dealing with.

What many in the industry have told us is that hardware is experiencing the greatest sufferings, as people look to cut costs wherever possible and shift spending from CapEx to OpEx. This has seen a drop in sales of PC hardware, according to the analyst figures from the last quarter of 2008. Printer sales are another area reporting declines in sales.

Given this trend, printer vendors are going to have to find more ways of differentiating themselves, as well as cementing their position in the market and channel base. Leap-frogging off deals, such as the one Brother initially signed with Synnex, is a sign of things to come.

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