Australia IT has become the exclusive distributor of OCZ Technology's full range of DDR memory.
Victoria-based Australia IT will supply OCZ's 266MHz to 550MHz DDR SDRAM to the local channel, targeting online resellers and dealers that offer high-performance PCs and cater to the gamer market.
OCZ's products are the first branded memory the distributor has stocked and complement its existing range of OEM generic memory.
Managing director of Australia IT, Michael Lau, said the distributor decided to stock OCZ memory because of its strong brand name and reputation.
"OCZ's memory products are more targeted at gamers, overclockers and the DIY market; people who know what they want," he said.
Lau said the OCZ was comparable to Corsair and Kingston in terms of brand recognition particularly in the US and European markets where OCZ was the second most popular brand of memory.
International sales country manager for Kingston Technology, Keith Hamilton, said: "I haven't come across them. They are not a major competitor of ours.
"A lot of the new players are targeting the gamer market," he said. "There are higher margins in gamer memory because the customers know what they want and they are willing to pay more for top quality products."
Lau said Australia IT decided to go with OCZ rather than Kingston and Corsair because those brands already had a strong presence in the Australian market.
"With the OCZ brand we have the opportunity to build the brand locally," he said.
The distributor was currently looking to sign up online resellers for the OCZ product range.
Lau said OCZ resellers' names would be listed on the OCZ's global website, providing resellers with maximum exposure.