German hardware vendor Elsa is about to make a major push in the UK channel, recruiting up to 100 resellers as it seeks to raise the profile of its brand.
Elsa, which is primarily known in the UK for graphics cards, operates in four key product areas: consumer 3D graphics boards aimed at PC gamers and the systems integration market; professional 3D graphics boards for integration into computer-aided design and animation design workstations; consumer communications products such as modems, ISDN adapters and local area network (Lan) hub kits; and networking devices including routers and wireless Lans.
The company also expects to broaden its product range with the development of further broadband and wireless Bluetooth products in the second half of the year.
Peter Griffin, UK marketing manager at Elsa, said the company would look at smaller resellers rather than industry giants to distribute its products.
"A company like Computacenter would swallow without trace any Elsa networking product we can offer. There is at least one major player in each of our markets so the company is looking for a more personal touch," he said.
Partner training programmes and accreditation schemes are already in place at the firm, and it has recently signed deals with Ideal Hardware and Ingram Micro to distribute its products.
"Elsa has long been known as a graphics card business in the UK but across Europe it does far more. We hope to bring this full range to UK resellers," Griffin added.
Jonathan Wall, sales and marketing director at online reseller Dabs.com, was impressed by the growth of Elsa. "Only a year ago, Elsa was quite a small firm in the UK but the money it has invested makes it a very big partner for us. There is a real channel focus at the company and a good margin is available on products. I expect it to expand rapidly," he said.
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