Phoenix Toner has picked up distribution rights to HP's range of consumer inkjet printers and complete spare parts catalogue. The deal is part of the distributor's broader effort to push outside of the printer supplies market and into hardware.
Phoenix has been supplying HP consumables for the past three years. Its general manager, Don Bentley, said the extension would allow it to diversify into new areas of business.
He singled out the inclusion of HP spare parts as a highlight. Under the new arrangement, Phoenix will now have access to the full range - including notebook bezels, server components, hard drives, power adaptors and so on. It joins EMPR as the second distributor of spare parts locally.
It was the first time Phoenix had stepped into spare parts distribution, Bentley said.
"Part of the attraction for HP in using us for spare parts is that we have sales offices and warehouses in each of the major cities around Australia," he said. "Our commitment to HP is that we will carry the right spares based on their SKUs on the ground in each of our branches so we can offer same-day delivery."
On the other side, access to HP's consumer inkjet printer models would also give the distributor an opportunity to provide printer and consumable bundles to its resellers, Bentley said.
The introduction of HP printers to its product portfolio follows recent hardware agreements with Canon, Kyocera, Brother and Sharp. The new range was seeing a different breed of resellers knock on Phoenix's door, he said.
"I think we will see new types of resellers, more focused in hardware retailing," Bentley said. "Traditionally we have serviced the SME and stationary businesses."
HP products currently accounted for about $30 million in annual sales revenue, he said, and 20 per cent year-on-year growth. The new deal should see sales growth increase by up to 25 per cent.