Thermaltake opens Australian office

Taiwanese accessories company, Thermaltake, has opened an Australian office and is looking to significantly grow its channel partnerships and sales in Australia.

A manufacturer of more than 50 different cooling products, modified PC or server cases and other PC accessories, Thermaltake Australia has taken up residence at Rowville in Melbourne's south-east. Distributed in Australia by Anyware Computer Accessories in Melbourne and Universal Enterprises in Queensland, Thermaltake said it currently sold about $3 million worth of product here each year.

General manager of the local operation, Francis Lim, said this figure was expected to grow to $4-5 million this year with the help of two more distributors it was in the process of securing.

"We want to take our presence and market here in Australia to a new level," Lim said. "Since being founded in 1999, the company has shown tremendous growth. It is very successful in North America, Europe and throughout Asia.

"Our key markets are the hardcore gamers and PC modders and we have found this to be a high growth market around the world as well as in Australia."

Lim said now was the right time to open an office in Australia. Although currently working on his own, he expected to employ two or three more staff in the next few months. The local operation would be focused on sales and marketing but would also be holding some stock and providing market feedback to the head office.

"We will be supporting the distributors and helping them build up the dealer base," Lim said. "Our products are very big in the LAN party scene where enthusiasts come together and network their systems for multi-player gaming.

"We will be generating demand for the products with promotional activities such as sponsoring LAN parties and advertising. It is important for success in this country to have some local presence and an understanding of local market conditions. There is a big cultural difference between Australia and Taiwan."

Lim said he had already seen good results from the local office with a large shipment finalised to a new customer within the first three weeks of setting up.

Thermaltake is a privately held company that manufactures hardcore system cooling solutions with everything from fans to liquid cooling systems, high-end cases, power supplies and feature lighting.