PC vendor Packard Bell is opening up its UK channel and has recruited distributor Micro Peripherals (Micro-P) to scout for resellers.
It previously only sold in the UK through the Dixons Store Group.
UK country manager Sylvain Braem claimed he will be working with a line-up of at least four major retailers by the end of Q3 2009.
“We did not communicate directly with end users,” said Braem. “We now want to give them the new values of the brand.”
He also indicated that he wanted at least one dedicated online retailer in addition to a network of smaller resellers. He added: “We want to get the reseller programme right and will have a package of incentives.”
Micro-P has signed up as Packard Bell’s UK distributor, but Braem said he wanted to sign a second, adding that negotiations are taking place. The vendor unveiled its new product line-up last month and is pitching its wares at style-conscious consumers.
Barry Dodhia, marketing manager of VAR Hemini, claimed other vendors have covered all sectors of an already crowded market and Packard Bell could face a challenge muscling in.
“It has not got a great name in terms of channel partners,” he added. “It may be hard-pushed to get resellers onside.”
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