Apple has surprised its existing channel partners by appointing a third UK distributor.

The vendor, which also works with broadliners Computer 2000 (C2000) and Ingram Micro in the UK, last week signed with Westcoast to push its products further into the SME and retail markets.

Andy Dow, commercial director at Westcoast, said: “It has been 15 years since Apple appointed a distributor in the UK. We have been appointed to give it greater penetration into specific market sectors, namely the independent retail and SME markets.”

Dow added that Westcoast will stock Apple’s entire product range including iPods, notebooks, desktops, servers, storage and software.

“Conversations have been going on for most of the year,” Dow said. “I think this will enhance our existing product set, rather than conflict with it. Apple products work well with Hewlett-Packard peripherals and we have gone through a long process to understand where the strengths in the market are. It’s great to be getting on board with one of the strongest names in the industry.”

Garrett Doyle, managing director of Apple reseller Rapid Group, said the appointment will not have a great effect on the vendor’s authorised channel. “This has come as quite a surprise because most Apple resellers deal directly with Apple and only use distribution in an emergency,” he said.

“It is more the non-authorised VARs that use distributors and they already have C2000 and Ingram to choose from. Westcoast is a good distributor, but I’m not exactly sure what it is going to add to the mix.”

Bhavesh Patel, a representative of Ingram Micro, said: “Ingram has a long-standing relationship with Apple, which has seen significant growth over many years. We intend to invest in this relationship and achieve sustained growth and success.”

Steve Lockie, managing director of C2000, said: “We were aware of this move, but we are a little surprised. We believe that Ingram and ourselves give Apple the necessary coverage in both the retail and corporate spaces. However, Apple believes Westcoast will grow the total market. If that’s the case, we welcome it with open arms.”

Apple refused to comment at the time of going to press.

sara_yirrell@vnu.co.uk