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Trans-Tasman partnership a winner for Altech

Trans-Tasman partnership a winner for Altech

Australian-owned distributor, Altech Computers, has described its foray across the Tasman as a success. The PC and components specialist is one of at least two Australian distributors to set up shop in Auckland this year.

Altech marketing manager, Safa Joumaa, said he set up Auckland-based Geeks Direct as an independent sub-distributor for New Zealand. Prior to the partnership, Altech supplied some Kiwi resellers direct from Australia.

Now it had established a working relationship with Geeks Direct owner, Grant Ovenden, Altech will ship its entire product range to South Auckland. It will be distributed exclusively in New Zealand through Geeks Direct’s 120 resellers.

Since beginning operations earlier this year, Joumaa said business had grown rapidly and the sub-distie was planning to open a new warehouse within eight weeks.

“We [Altech] used to sell to New Zealand resellers direct but it is better to have a sub-distributor,” Joumaa said. “It cuts down on the cost of double-freighting and it’s more price-competitive against Tech Pacific and Synnex, who are also here.”

Altech was now evaluating opportunities in New Caledonia, involving a company called Micromedia, Joumaa said. The distributor already supplies major resellers in Fiji.

Geeks Direct is primarily targeting the gaming market. It has six main staff, with Ovenden in charge of sales.

Geeks Direct’s arrival into the New Zealand market follows that of another Australian distributor, Anyware Computer Accessories. Anyware, which announced its Auckland opening in February, supplies a range of 2000 computer products.


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