Computer 2000 (C2000) is shaking off its broadliner mantle, insisting it should now be referred to as a "collection of specialists".
Speaking at the distribution giant's UK Vendor Summit 2011, UK and Ireland managing director Andy Gass said: "If you leave here today thinking we are a generalist distributor, then I haven't done my job."
Gass said C2000 is in a strong position to take on the economy and execute its strategy of taking technology to market and growing to a £2bn distributor.
It also used the event to launch its latest division, Consumer Electronics.
"Our core strategy hasn't changed from three years ago," he said. "But we are positioning ourselves for growth. If you are not trying to grow, you are liable to die. We are growing our share of the wallet. We are not a generalist distributor; we are a collection of specialists. Thinking of us as broadline or generalist is old-style thinking."
He said the firm's focus on the specialist part of the business has grown from 10 per cent of revenue in 2002 to 32 per cent in 2008. It is aiming for 49 per cent of revenue to come through its specialist business this year.
"Each specialist division has a dedicated layer of management and this, I believe, is a key part of the future of distribution," he said.
Gass said that C2000 has made a number of investments over the year, including taking on 100 more staff to ensure the firm's specialist business approach can be executed.
He added that consolidation has played a major part in C2000's history and the distributor intends to play a significant part in future consolidation.
"If you look at the US market, which is more mature than the UK, there are three major volume distributors, along with two or three value players. Economies of scale dictate that it should be different," he said.
"In the UK, the need for the number of distributors should be less, and that will remain key. Consolidation will continue and we will be a key player in that."
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