New Zealand memory distributor, Duo International, has crossed the Tasman to become SimpleTech's sole Australian supplier.
Recently appointed local director, Lee Welsh, said the deal would see Duo supply the vendor's full range of third-party branded memory to the channel.
The products range from DRAM and SRAM modules to hard-disk drives and flash memory.
Welsh, who spent five years working for Simms International, said the company had recognised the opportunity for another brand to enter the market.
The relationship was an extension of that forged by the company in New Zealand 10 years ago, he said.
"There were a lot of Simms customers saying Kingston had a monopoly on the non-OEM market," Welsh said. "We'd be happy to be the second supplier for partners."
Duo's take-up of SimpleTech's products in Australia comes a year after its former distributor, West Group, parted ways with the vendor.
West Group director, Kevin Dwyer, said the two had worked together for about 12 years.
The relationship had fallen through after SimpleTech decided to retract from the camera media market, he said.
"We made a decision to stay with SimpleTech for the memory upgrades, but were chosen by Lexar as a distributor for their camera media," Dwyer said.
"The two, however, were not compatible, so we had to pull the pin on SimpleTech. They didn't want us to do both products together.
"Camera media was the more significant part of our business, and we needed Lexar to keep the retailers."
There was no animosity between the two organisations, Dwyer said.
West Group had since picked up a distribution contract with Transend to carry its range of USB storage and memory products, he said.
To support its Australian resellers, Duo has established a local version of its partner program, Simple Support. Welsh said incentives include reimbursement for support of its memory products, as well as onsite spares and server and router support.
"We won't be selling direct in any way but we have end-user programs to pour leads through to the channel," he said.
Welsh said it was also scouring for additional partners. The distributor's primary focus would be on the corporate and government sector.
In particular, it was keen to hear from national resellers, he said.
Alongside its contract with SimpleTech, Welsh said it would be looking for complementary products to on-sell. Duo already sells a range of network attached storage and flash hardware.
The distributor was also working on mirroring vendor agreements held by SimpleTech in the US, he said.