Data storage vendor, Imation, has added Synnex to its books as it seeks to widen its market share and prepares to launch the Memorex brand locally.
The Victorian distributor joins Ingram Micro, ACA Pacific and Dynamic Supplies in distributing the vendor's range of removable data storage across DVD, CD and flash drive formats. Imation general manager, Patrick Amate, said that although the vendor did about 80 per cent of its local business directly, it had tapped Synnex on the shoulder as the channel was an increasingly important way to reach selected markets.
"An important part of our business and growth strategy is to penetrate new channels and grow our brand presence," he said. "We need the channel more than ever now that we'll have two brands in the market."
A spokesperson for Synnex said the distributor was excited about taking on the Imation range and was looking forward to working with the Memorex products, given its number one position in the US market.
The spokesperson highlighted the distributor's logistics and selective partnering as key reasons behind the successful deal with Imation.
"We're delivering twice a day to some retailers and the reseller channel," he said. "We're also quite selective with vendors - we still only have 35 on our books because we look for a complementary fit with what we already have."
Amate said Synnex would be key in reaching retail outlets such as JB Hi-Fi, in addition to its own existing base of resellers. The vendor will continue to directly service larger retailers such as Dick Smith, Officeworks and Coles Group.
Imation announced its acquisition of Memorex, which makes a similar range of storage media, for $US330 million in January. Amate said it would begin a brand campaign over the next three months, culminating with an official launch of the Memorex range in June and July.
Prior to the Imation acquisition, Amate said Memorex only had a small foothold in the Australian market. He would not name the distributor involved prior to its acquisition of the brand.
ARN contacted Sydney-based distributor, Tervan, where a spokesperson confirmed it previously worked with Memorex but hadn't handled its products "for months".