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21 May 2007
The formerly defunct Elonex has risen again from the ashes under the leadership of a former IBM vice-president.
The system builder first went into administration in June 2006 after Computer 2000 filed a winding-up order. The assets were bought by consumables supplier Applied Film Industries Company (Afic), but the company formed by Afic to buy Elonex went into administration in September.
Stuart Smith, chairman of the new Elonex, said: “I bought the assets in October, but initially didn’t plan to re-launch the brand. I then realised it would be a waste to let the Elonex name fall by the wayside.”
Smith added that the firm is looking for five UK resellers and a further 15 worldwide.
Elonex has also signed a deal with VAR Red PC Services to become a Home Training Initiative provider – the reseller’s alternative to the now defunct Home Computing Initiative.
However, Darren Lewitt, divisional director at distributor Midwich, was sceptical. “It will be really difficult to persuade resellers to re-engage with this brand after the warranty debacles last time,” he said. “It is also much harder for a company to rediscover its feet after administration.”
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