Bell Microproducts bullish after unifying brand names

Vendor unveils plans for unified global message after axing UK OpenPSL and Ideal brands

After months of delays, Bell Microproducts is finally unifying its three brand names in the UK as the distributor looks to create a unified global message for 2007.

From 1 January the global brand name will be Bell Micro, and the OpenPSL and Ideal brands in the UK will be scrapped.

The distributor began touting its name change two years ago, after acquiring OpenPSL (CRN, 27 June 2004). At the time, the firm told CRN that it hoped to change the name “by the end of the year” (CRN, 5 September 2004).

However speaking to CRN, Graeme Watt, president of Bell Micro Europe, said: “Throughout December we are rolling out the integrated company across Europe internally. We are detailing what our strategy is, what the branding is, where we are going, how we will differentiate and what value we can add.

“There is an extra frisson in the UK because of the name change,” he said. “The brands of OpenPSL and Ideal will no longer exist.”

Watt admitted the firm had delayed the name change longer that necessary because of ‘brand equity’ in the Ideal and OpenPSL names.

“But now, we have come to a point where it could have potentially become confusing for customers,” he added. “We want to take this opportunity to deliver a single message across Europe and the world.”

The move mirrors actions taken by rival distributor Horizon Technology earlier this year, which rebranded its five divisions to create a clearer brand image (CRN, 13 October), and Computacenter Distribution (CCD) and Metrologie, which also merged last month (CRN, 2 October).

Alastair Edwards, senior analyst at Canalys, said: “It does make sense for Bell to unify under one brand, because it will eliminate confusion among resellers, although I can see why it took so long because Ideal and OpenPSL are both strong brands. I think we are going to see more distributors doing the same in the future.”

Bell rings Ideal name change