Simms International expands beyond Apple

Simms International expands beyond Apple

Simms International (SI) has expanded its product line to include all Kingston memory products and has also hired seven former employees of Australasian Memory (AM).

"We were planning to expand the business to New Zealand when we heard about the problems AM were having," said Iona Henderson, a director of the Australian subsidiary of UK-based SI. "With AM creating a gap in the market, it made more sense to expand the Australian operation," she said. It had previously concentrated on just Apple Computer memory.

"We began talking to a few AM people," said Henderson. "It was the best opportunity we had to sell Kingston's full range of memory products and the AM people gave us skills we didn't have."

SI is using the same business model in Australia that it has been successful with in the UK. This involves paying above average salaries to attract the best people, and offering resellers the best service possible.

"We'll start branding the Simms International name in the Australian market," Henderson said. She added that the Australian operations are expected to generate revenues of more than $10 million this year.

"Once the memory business has been firmly established, we'll be looking at distributing other products that complement the core memory product range," Henderson said.

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