Acquisitive Exertis has bolstered its audiovisual (AV) offering by snapping up Hayes-based distributor Medium Limited.
Exertis said the two acquisitions will strengthen its plans to offer a complete range of technology solutions.
"Medium has an unrivalled reputation for customer service, industry knowledge and offering specialist support and solutions in key areas of the AV market," said Exertis UKI managing director Gerry O'Keeffe.
"The company has built strong customer and vendor relationships, and its technical expertise will strengthen our ability to implement a full suite of professional AV solutions into the B2B market where our complementary products and services will provide opportunities for additional growth."
Employing 40 members of staff, Medium has a turnover of £32m and works with over 800 resellers in the UK.
"The continued convergence of the IT and AV market means we will be in a great position to service a sector that extends beyond traditional AV solutions," said Medium's managing director Ian Sempers.
"Our expertise and technical knowledge in this market combined with Exertis' wider product portfolio will provide a compelling proposition for resellers and vendors."
Carl West, supply chain director at GfK, said the 'get big or get niche' saying is still very relevant in the distribution space.
"At a time where broadline competition is ever more intense, distributors cannot afford to turn away business due to weak or unrepresented product areas," he said.
"Inventing expertise is costly and time consuming, so the easier option is to buy what you need. The Medium acquisition strengthens Exertis' one-stop-shop position and affords it a new client roster as well as increasing shipping value to current ones. Share of wallet is everything to a broadliner."
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