Dell has brought on Simms International as its first distributor in the New Zealand market but has denied it will make a similar appointment in Australia in the short-term.
Under the new arrangement, Simms will stock Dell’s Vostro range of PC products, along with select servers, storage and networking hardware and peripherals including projectors and laser printers.
Dell’s newly appointed SMB channel director, Jay Turner, said Simms would allow the vendor to better service its SMB partner and customer base. The distributor’s global reputation and strong competencies around logistics and support were also strong factors behind its choice.
“Simms has been extremely successful in Australia and in Europe. They have a very strong logistics system, which is very efficient,” Turner said. “Paul Johnston, who is heading the business in New Zealand, is an industry stalwart in that market and we were also impressed with him.
“Simms is a new look at the New Zealand distribution space. The other part of this for us is they were open to working with Dell given they are new to the market, and with us in their go-to-market strategy… it is an opportunity for us to work with someone from the ground floor up.”
The decision also comes off the back of distribution agreements already established across Asia-Pacific including relationships in India, China and Thailand. The PC vendor also has distributors in the US and Europe.
But Turner said there were no short-term plans to bring on Simms, or any other distributor, in Australia.
“We have no concrete plans to have a distributor in Australia. I think there will be some things for us to learn in New Zealand also,” he said. “Over the last 12 months, we have been very happy with the growth in both markets through partnerships.”
In a statement, Simms’ Johnston said the deal with Dell was a tremendous opportunity to represent an iconic brand across the Tasman and bolstered the distributor’s standing in that market.