Industry veterans Ian Morris and Neil Ledger have shaken up the channel by launching a new distributor, operating what they term a “virtual vendor” strategy.

Morris and Ledger, who were both behind Data Connectivity (sold to Datrontech for £7m in 1998) and equIP Technology (sold to Matrix for £11m in 2005) last week unveiled their latest joint venture: VADition.

VADition will represent new vendors coming into the UK market, co-founder Ian Morris exclusively told CRN. “There are US vendors that want to enter the UK,” he said. “We will help them, either as a traditional distributor, as an agent, or by simply evaluating their target sector. We will be a virtual vendor on behalf of these emerging vendors.” Morris added that VADition was developed to meet the changing IT environment.

“We are bringing enabling technology on board, which will make infrastructure better, or replace old technology,” he said. “We are going to focus horizontally and take on a mix of computing, networking, security and storage technology, for example.”

VADition has already signed storage vendor Isilon as its first partner, and has others in the pipeline.

Philip Crocker, director of EMEA marketing at Isilon, said: “When we heard [Morris and Ledger] were putting together a new distribution concept, we chose to partner with them. They are very well known and know how to run distribution.”

Mark Hatton, managing director of specialist distributor Sphinx, said: “This could work because there is no shortage of relatively new vendors looking for a distributor in the UK. However, VADition will be in competition with the more established players that also want to bring new technology to their partners.”

Steve Lockie, managing director of Computer 2000, said: “Players such as this are needed in the market. You always need more niche players, whether that be technologically, vertically or strategically, to help give exposure to the ne wer vendors.

“Some of [VADition’s] vendors could end up being the big players of the future. Also, it is great to see people investing in distribution.”

sara_driscoll@vnu.co.uk