Distribution giant Ideal will change its name to match its parent firm Bell Microproducts before the end of this year as the company standardises its brand across Europe.
The UK is the only subsidiary in the Bell Microproducts business to carry the Ideal brand name.
Alex Tatham, vice-president global software at Bell, said the name change will fit the firm's global business model better.
"No firm date is set, but we hope to change the name before the end of the year," he said.
"We have already dropped 'Hardware' from our name because about 35 per cent of our business is software-based."
Brian Pierce, senior analyst at IDC, said the move is in line with big players imposing their brand names in Europe and the world.
"It is similar to SCH Group's move to rebrand its reseller operation as SCC across Europe," he said.
"The idea of unifying the name may not have much impact on existing clients, but it could be useful for potential clients. There are also economies to be gained on company documentation."
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