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11 Jan 2008
In September, the
firm
changed its name from Global Computer Holdings (GCH) to help clear up confusion
over its ownership. The move was also designed to harness the strength of its
core brand, Tindirect - which remarkets IBM, Cisco, HP and Sun equipment.
Rod Haddrell, managing director of Tindirect, admitted many IBM partners still
saw the company as the second-user arm of IBM reseller Apex, even though Apex
spun off from GCH in 2005.
“We have not done a good job of explaining there is no link between the two
companies and this has not done us any good selling through the IBM business
partner community. Tinglobal is an important rebranding exercise,” Haddrell
said. “There is still no one in our area on AIM and we believe we have something
to bring to the market with plans to grow beyond these shores.”
He added that the rebranding would make it easier to launch
further Tin-branded services in the UK. This could include Tinrental,
Tinrecycle, Tinsoft and Tinlease.
The company, which posted a turnover of £17m in its last financial year,
currently operates through
the Tindirect, Tinservices and Tinchannel brands.
“It is all about ensuring we continue to widen our offering to major customers,
otherwise we could fall from being their first choice supplier,” Haddrell
explained.
He said the firm would look to hit revenues of £20m before going to the stock
market and refused to rule out acquiring firms that refurbish complementary
technologies.
Duncan Bulley, managing director of
Apex,
said: “I can understand why tindirect has rebranded if it feels there is still a
misconception over its ownership.”
Bulley added that Apex was still a customer of Tindirect and said the firm
provides a good level of service for second-user kit.
Apex
puts the shine into shifting tin
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