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Anyware branches out into LED lighting

Anyware branches out into LED lighting

IT accessories distributor's new business venture to provide alternative revenue stream for existing resellers

IT accessories distributor, Anyware, has embarked on a new business selling LED lighting products.

The company has created its own brand of LED lights called LEDware. LED lights are marketed as being more environmentally friendly.

As well as making LEDware available to existing channel partners, Anyware is looking to build up an entirely new base of customers in the lighting and electrical trade.

“The traditional computer reseller market is facing some challenges and this is providing our existing reseller base with an alternative revenue stream” Anyware national marketing manager, Cameron Anstee, told ARN. “I imagine some of them will see the potential in it whereas others may not.”

The distributor first conceived the idea for LEDware 12 months ago, spurred on by data storage vendor, Verbatim’s foray into the LED lighting business.

Currently, the LEDware line consists of around 10 products suitable for the home, warehouse and outdoor lighting. Wholesale prices for LEDware range varies between $13 and $150.

The products are sourced from different factories in China but Anstee said the distributor has conducted rigorous tests to ensure quality within the LEDware range.

Anyware’s strategy now is to market the lights to existing resellers as well as home renovators, builders, electrical trades people and so on.

“The concept itself is probably a bit foreign to some [existing resellers] but I think everybody can appreciate the benefits of such technology,” Anstee said. “In time, I believe it will become somewhat mainstream.”

So far, with almost no marketing effort at all, schools and electrical tradespeople have already contacted Anyware to enquire about LEDware.

The company hopes to see LEDware become a separate division within Anyware.

While the distributor has no solid plans to branch out to other non-IT related businesses, Anstee said Anyware owner, Garrison, is always on the lookout for additional opportunities.

“With six distribution locations in Sydney, we are attractive to a lot of brands,” Anstee said.


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