Computer 2000 (C2000) has rebranded its consumer electronics and retail activities under the TDTriade banner.
Combining its current retail sales organisation and the recently formed consumer electronics business unit, TDTriade currently generates £250m in annual revenue for the distributor.
The Triade name originates from C2000 parent Tech Data's 2010 acquisition of Triade Holding, a consumer electronics VAD operating in Benelux and Denmark.
The name is now being adopted across Europe by Tech Data for its consumer electronics businesses.
Consumer electronics is a big focus for C2000, with the distributor last month using its Vendor Partner Forum to declare plans to seize 30 per cent of the market and develop relationships with the top 10 vendors.
Jo-Anne Foreman (pictured), who recently joined C2000 from Widget and has been named as director of Triade for the UK and Ireland, said: "By formally adopting the Triade name, we are making a clear statement of our intention to grow and develop our consumer electronics business.
"We already have a very strong presence in the retail sector and within the group we already have relationships with most of the top CE brands, so there is tremendous scope to extend the range of products that Triade takes to market."
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