Dicker Data has appointed a business development manager for Victoria as it attempts to expand its operations out of New South Wales.
Fran Kear held a similar development role at Ingram Micro for four years before starting a brief stint with Westan at the beginning of the year.
Dicker Data's general manager, Angela Coronica, said the lack of a business plan for Victoria had been one of the most obvious areas in need of address since she had joined the company seven months ago.
"There was no strategy or focus in Victoria and yet it accounts for up to 30 per cent of the Australian market," she said.
Dicker will still run all of its call centre and warehousing activities from Sydney but further satellite sales offices are planned for Queensland and South Australia next year. Coronica said Dicker Data had turned over more than $120 million during the financial year that ended in June.
She was now targeting growth of 15 per cent for this year, but expected Victorian sales to jump by as much as 150 per cent.
One recent area of success for the company has been its website. Only launched in July, Coronica claimed half of the company's orders were now being received online.
HP desktops, notebooks and servers currently account for more than half of Dicker Data sales but Coronica said she would like to reduce this figure.
"We would like to get the scales a little more even but we want to do this by selling more HP and even more of other vendors," she said.