Connectivity specialist Cables To Go is formulating its first UK partner programme after appointing two reseller account managers.

The Ohio-based vendor recently hired cabling industry veteran Justin Hulls as UK sales director. Newly appointed national key account managers Fraser Henderson and Duncan Sibley will work under him and have been tasked with supporting the firm's reseller community.

Cables To Go has also revealed it is putting the finishing touches to its first formalised UK channel programme, which will be launched this month. The vendor claims it will provide increased rewards and resources for VARs that invest in technical expertise and identifying routes to market.

Hulls claimed the partner scheme and increased channel headcount spoke to the vendor's commitment to cracking the UK market.

“Cables To Go is absolutely committed to delivering positive results for its partners here in the UK," he said. "We have very quickly established a good rapport with networking resellers and specialist integrators and we are starting to see good business development in key categories."

The firm launched its UK operations at this year's Channel Expo and has already signed up distribution partners Entatech and Maverick. Based in Telford, Cables To Go now has 11 staff in this country.

Hulls claimed the vendor has a growing band of VARs from networking and audiovisual backgrounds. He added that Henderson and Sibley's priority would be driving up sales of new product categories.

"With many more businesses now looking to make use of professional-quality video and audio across the network, we believe there are strong prospects for resellers to develop business in these areas and other emerging growth categories of the market,” he said.