Syracuse deal carves niche for distributor

Fledgling retail specialist Software Partners has signed an exclusive distribution deal with Syracuse Language Systems, which develops foreign language teaching products.

The distributor, which has a #1.5 million turnover, is attempting to move away from its republisher image.

Software Partners previously had the distribution rights for Expert software, a range of budget products, which came to an end in December 1996. Managing director Paul Ward said the Syracuse deal would enable the firm to carve out a niche as a small retail distributor.

?The deal extends our range and takes us into a new market. At a price point of about #50, it?s aiming at the higher end of the market. We are a small organisation, we are very flexible and we aim to provide a service which is hard to maintain if you?re a larger organisation.

?We want people to know how strong we are at developing product lines. We spend 99 per cent of our marketing funds on in-store marketing.?

Software Partners sells product to a range of high-street retailers, including Byte Computer Superstores, Electronics Boutique, Office 1, Game and Software Paradise.

Ward said long-term plans included gaining the rights to high-profile marketing of four or five product ranges and supplying them to major retailers.