Softline Distribution enters Melbourne market

Softline Distribution enters Melbourne market

Perth-based hardware distributor makes moves into the southern capital and outlines further expansion plans

Perth-based hardware distributor, Softline Distribution, has established a 270sqm warehouse in Melbourne.

Newly appointed business development manager, Peter de Wever, said the move made it easier to ship to places such as Brisbane and Sydney.

“We’re hoping that by January things will start happening for us and we can start looking at employing people,” he said. “At the same time we’re also looking at the New Zealand market.

“We’re not trying to be a Synnex or an Ingram, we’re very selective with the brands and products that we do.”

Softline’s product portfolio includes Asus, Gigabyte, Razer, Casecom, Thermaltake, Ikonik and MSI.

“I will also start to look at other states. Adelaide is on our radar and we would also look at Brisbane, it’s a real growth area at the moment,” de Wever said. “We know that market is not rosy at the moment, but I think we have made the right move at the right time.”

de Wever is on the hunt for system builders for its Casecom portfolio and wanted to attract more online, small dealers and retailers that sell systems they produce themselves.

“We’re also looking at working with other wholesalers for Casecom and Ikonik,” he said.

Before joining Softline, de Wever previously spent five years in various roles with Anyware Computer Accessories.

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