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 she had been assessing internal strengths and weaknesses during the first seven months in her new role with the distributor.
The appointment of a BDM for Victoria was one of several initiatives designed to help Dicker Data grow its business.
"There was no strategy or focus in Victoria and yet it accounts for up to 30 per cent of the Australian market," Coronica said. "Now that we have all of our ducks in a row [in New South Wales] we wanted to attack that."
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 more than $120 million during the financial year that ended in June. She is targeting growth of 15 per cent for this year, but expects 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.
"A typical Dicker Data customer is out selling in the day and appreciates being able to come home at night to do the ordering," she said. "We are providing more information and customisation to enable this type of reseller to deal with us 24 hours a day."
HP desktops, notebooks and servers currently account for more than half of Dicker Data sales.
Coronica said she would like to reduce this figure but stresses that this would not mean a reduction in focus for its largest vendor partner.
"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.