Kiwi distributor to build Australian reseller base

Kiwi distributor to build Australian reseller base

New Zealand-based distributor, Sierra Brands, has entered the Australian market with aspirations of eventually growing into the wider Asia-Pacific region.

The company is currently in discussions with several major retailers, according to country manager Ken Kozak, but is also looking to build a network of traditional reseller partners.

"We have so far concentrated on the major chains because it gives us national exposure," Kozak said. "But it will be important for us to develop relationships with the mom and dad businesses because that drives volume and profitability."

One of the company's biggest initial drives in the Australian market will be a range of third-party inkjet printing consumables it manufactures in China.

Perfect Ink makes compatible products for major brands including Epson, HP, Canon and Lexmark.

"Resellers need to sell the originals because there will always be people that insist on buying products with the OEM badge on," Kozak said. "But more and more customers are going to third-party.

"We have all heard the horror stories about people having their printers destroyed but the technology is there now and these products are just as good as OEM."

Sierra Brands Australia also distributes leading CD and DVD media manufacturer, Dysan, which it is pitching to potential partners as a premium product with a mid-market price tag.

If its entrance into Australia proved successful, Kozak said Sierra Brands would open an office in Hong Kong or Singapore within 18 months.

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