Global Direct Mail, the parent company of Simply Computers and Misco, will change its name to Systemax and launch its own brand of PC into the UK market.
The US retailer's name change will go ahead subject to shareholder approval, which will be sought at the company's annual general meeting on 18 May.
However, it will not affect the branding of its UK subsidiaries. Systemax is taken from Global's PC brand in the US where between 1,500 and 1,800 machines are produced every day.
The Systemax PC brand will also to enter the UK channel. It will be manufactured at Simply's Walthamstow plant and launch in May. Les Biggs, vice president of European operations at Global Direct Mail, said the range would not initially affect the manufacture of Simply's own brand.
He added: 'The holding company in the UK will change its name Systemax, but Misco and Simply will retain their brands. We will use manufacturing expertise from the US where the brand is established and we are increasing the capacity of the Simply plant. Depending on how well the brand does, we will review the PCs on offer.'
Meanwhile, Simply also launched its corporate catalogue, alongside its consumer activity. Biggs stated: 'It was Simply's plan to do this anyway and Global's contacts made it easier and quicker to do so. It does carry all the big brands.'
Software Warehouse has also continued its focus on the corporate sector with the opening of its corporate sales division office in Watford.
Steve Bennett, managing director of Software Warehouse, said: 'We have to change because the channel is always changing. You can't just stay as a mail-order company in today's market, that is why we have all diversified, opening retail and corporate operations.'
Global Direct mail has a turnover of $1.4 billion and its Websites produce $1.2 million of revenue per month.
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