Memory vendor, Simms International, claims an imminent re-branding will more accurately reflect its recent moves into new product areas that include the fashionable Crumpler line of laptop and camera bags.
While still largely focused on its master distributor role for Kingston Technology, Simms needed to establish itself as an identity in its own right, according to sales and marketing director, Gavin Troxler.
The company also wanted to tell customers why it had added Melbourne-based Crumpler to its portfolio.
While admitting that Crumpler was an idea “out of leftfield” for Simms, managing director, Danny Moore, said the line of casual, colourful laptop and camera bags fitted well with the existing Simms customer base.
“The margin is strong, and it opens markets into mass market retailers,” Moore said.
Harvey Norman and Myer/Grace Brothers had also recently picked up a range of Crumpler products, he said.
The bags also complemented Simms’ flash memory range, Moore said.
In other news, the distributor is ramping up its relationship with Fuji to complement its existing Sony data media product range.
Simms expects its image overhaul to be complete within three months. The company is considering marketing tenders for the job.
“We’re sharpening up our image and collateral to something cleaner and more contemporary,” Moore said.
The re-branding will also involve a new look and feel for the company website, as well as improvements to the functionality.