Updated: Avico in, Bluechip out for Logitech

Updated: Avico in, Bluechip out for Logitech

Consumer electronics vendor continues to tweak its distributor partner base

Logitech’s continued drive into specialist markets has led it to partner with AV specialist distributor, Avico Electronics.

Avico will be a sub-distributor under the peripheral vendor’s channel structure, and will source products from Ingram Micro. Its main focus are the Logitech Harmony remote range and Squeezebox Internet Radio devices.

Avico managing director, Gil Carver, said the Logitech brand was a strong one, and a good fit for the distributor’s overall portfolio.

There was no expected conflict with other vendors Avico represents, he said.

Avico was not directly interested in Logitech’s somewhat surprising recent move to purchase video conferencing vendor, Lifesize, but Carver said he could see some indirect benefits coming to the business as a result.

“Video conferencing is a little outside of our field, but we have products in our line that would support those kinds of solutions,” he said.

Logitech has made a number of recent changes to its channel strategy, following an initial restructure in July. In September, it appointed a third master distributor in Scholastic to join Ingram Micro and Synnex, added Altech to the ranks of its sub-distributors, and cut ties with Anyware.

The vendor has also cut ties with Bluechip Infotech, which acted as a national sub-distributor. Logitech product and marketing manager for Australia and New Zealand, Nick Angelucci, said the split was on amicable terms, but couldn't go into further detail.

"It had nothing to do with performance - we're still finding new partners to join in as we grow into new market opportunities - in most cases it works, in some it doesn't," Angelucci said.

Avico is a well known distributor in the AV space, which will give Logitech a greater level of visibility in that space, Angelucci added.

"The problem with the high-end products like Internet radio or the Harmony remote is they can't be pushed through typical internet and small reseller channels," he said. "We needed a partner that can speak the right kind of language in this space."

Bluechip was unavailable to comment on the partnership split at time of print.

Logitech maintains relationships with three premium reseller/integrator partners – Fluidtek, Wireless 1 and Centrecom Corporate.

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Tags bluechip infotechlogitechlifesizeCentrecom CorporateFluidtekWireless 1Avico Electronics


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