Memory vendor ADATA has reinforced its commitment to the channel by signing an EMEA-wide distribution deal with Avnet.
The OEM-centric firm told ChannelWeb back in April of its plans to release more products under its own name.
John Habington, senior director of ADATA, said: "This partnership [with Avnet] will strengthen our market penetration and lead to both improved service and brand recognition in these key regions."
Sukh Rayat (pictured), senior vice president of computer components and integrated solutions at Avnet, said the OEM channel remains an important route to market for the vendor.
"The expansion of our line card to include ADATA's DRAM, Flash memory, SSD and external hard drive solutions will help us further meet the unique needs of OEMs and system developers in EMEA," he added.
"Our channel partners can also leverage Avnet's extensive portfolio of complementary components and integration services to improve their time to market."
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