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Bluechip expands into Melbourne

Bluechip expands into Melbourne

BlueChip InfoTech, the distributor formerly known as Servex, has branched out to Victoria, opening the doors of its Melbourne office in South Croydon.

The launch caps off a very busy twelve months for the distributor. Last year Servex underwent a shareholder restructure, breaking away from Acer Australia and changing its name to BlueChip InfoTech. Acer Taiwan still has interest in the company but about 25 per cent is now owned by local shareholders.

“Last year was our first year of independence and the first thing on the cards was to reinforce our local operation,” BlueChip managing director, Johnson Hsiung, said. “The most important thing for us was to ensure our bottom line. We achieved our target profit, so the next step was to expand into Victoria.”

Jane Lee is in charge of the office and will be joined by Melbourne account manager, Kieren Kemm, business development manager, David Craker, and technical engineer, Patrick Prosper. Hsiung hoped the company’s commitment to the Melbourne market would attract new customers, as well as allowing the distributor to better serve its existing customer base.

BlueChip had considered a joint venture into Melbourne, but in the end opted to go it alone. Over the coming months the Melbourne branch will grow into a full scale operation with warehouse and engineering support.

“Stock is only one part of the equation,” Hsiung said.

The company will celebrate its launch at its upcoming Dealer Night, to be held early March. The distributor has also taken on additional product lines. As well as peripherals and notebooks from Acer and digital cameras from Fuji and Olympus, BlueChip has signed on with networking vendor Linksys and will gradually take on LG’s range of products.

“We wanted to do it slowly so as not cannabilise the vendor’s existing customers,” Hsiung said. “We want to build a new customer base.”


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