Brightpoint Australia has added Apple and Logitech to its product portfolio. The news coincides with the appointment of new local chief, John van Rensburg.
Brightpoint general manager of sales and marketing, Rick Gawdat, said the distributor was looking at ways of diversifying itself in the market.
“Over the last decade, Brightpoint has been involved in the handset distribution business and the provisioning of third-party logistics services for the likes of Vodafone; that remains our core business,” he said. “But like good progressive businesses that are in growth mode, we’re looking for new opportunities, new vendor partners, product categories and channels to market. We’re constantly looking for growth and good opportunities.”
Gawdat said it had been his goal to secure a big brand like Apple since he joined Brightpoint 18 months ago. The distributor will be looking after Apple’s iPod product range and related accessories.
“We wanted some more big brands in our portfolio,” he said. “We’ve recently been expanding our reach, resources and skill sets into the mass retail channels through products like Navman, SanDisk and BlueAnt.
“We want to continue to diversify our product portfolio, have a broader range of product into the mass retail channel and we want to add value to our channel partners.”
Brightpoint has relationships with retailers including Harvey Norman, Dick Smith, Officeworks, Good Guys, JB Hi-Fi and Wow Sight and Sound. The distributor also sells product to Kmart, Big W, Target and Australia Post.
Gawdat said it would also be opening up new channel opportunities for the Logitech range into places such as the IT reseller sector, telco and AV channels.
Brightpoint joins Synnex and Ingram Micro in the Logitech distribution stable. In June, Logitech established a sub-distribution arrangement with Express Online.
Logitech product and marketing manager, Nick Angelucci, said Brightpoint had an ideal partner base that complemented its new product range.
“We’re making sure we have the right products targeted at the right channel,” he said.
In other news, Brightpoint has also appointed a new managing director, John van Rensburg. He replaces Felix Wong, who has taken up the managing director’s job for the distributor’s Singapore operation.
Wong was first appointed as managing director in 2002. He founded and managed Advanced Portable Technologies (ATP) in 1992 until it was acquired in 2000; shortly afterwards it was merged into Brightpoint as a wholly-owned subsidiary.
“This is an opportunity to broaden my experience and horizons,” Wong said. “Singapore is a growth area in the market place.”
Rensburg has a long history with the distributor. For the past eight years, he has been running operations in New Zealand, Australia, Europe, the Middle East and Africa as senior vice-president for the region.