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HP adds Phoenix Toner as supplies distributor

HP adds Phoenix Toner as supplies distributor

Phoenix Toner has become the latest distributor to join the ranks of HP’s supplies business, just a month after the vendor parted ways with Dynamic Supplies.

The supplies specialist joins Tech Pacific and Synnex, which was given the full range of HP’s Image and Printing Group (IPG) product in August.

“Phoenix Toner complements our existing supplies distributor line up with their ability to reach a broad base of resellers,” IPG general manager, Rebekah O’Flaherty, said. “It is also one of the few distributors in Australia that specialises in supplies.”

The announcement of the appointment of Phoenix had been staggered to allow Synnex time to settle in, O’Flaherty said. Both distributors had participated in the tendering process in the wake of the failure of Daisytek Australia earlier this year.

Phoenix will begin distribution of the full range of IPG product from November 1. Phoenix general manager, Don Bentley, said the HP signing represented the “jewel in the crown” of its product offerings.

The profitability for distributors in HP’s IPG product group was drawn into question after the decision by Dynamic Supplies to discontinue HP supplies distribution last month. At that time Dynamic managing director, Alex Piccinini, said intense price pressure in the HP channel had made it unprofitable.

But Bentley said the failure of Daisytek had left a space for a stationery focused distributor for the IPG range: “We don’t believe it’s like being handed a poison chalice.”

The privately-owned distributor was in the process of investing “in the millions” in increasing its warehouse capabilities nationwide, Bentley said.

He aimed to make HP 35-40 per cent of Phoenix’s business within six months.

The company expected to add about 12 staff in that time.


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