Northamber joins growing ranks of Xerox distributors

Xerox Channels Group has added Northamber to its growing list of UK distributors as part of a reorganisation to sell more products indirectly.

The printer arm of Xerox will use the Surrey distributor to broaden its presence in non-traditional markets, particularly SME, to drive sales of its high-end laser products.

But the appointment has provoked criticism that the vendor may be spreading itself too thinly. Northamber joins eight other Xerox distributors in the UK, a list that includes Midwich Thame, Micro Peripherals and Qudis.

One source said: 'Many manufacturers are moving to narrower channels to get the focus they require, but Xerox is going wider. What value does it get from over-distribution?'

But Paul Smith, commercial director at Northamber, said: 'We know the competition, but if we started worrying about them we'd be in a sorry state.'

As part of the Xerox overhaul, the channels group will be split into six divisions to target specific markets, each with its own channel structure. Xerox's 400-strong direct sales force will generate demand, with fulfilment through the channel.

Simon Hill, marketing manager at Xerox, said: 'There is an opportunity to introduce a greater range of products into the channel, but we won't be compromising our indirect sales policy. The appointment of Northamber is indicative of how fast we are growing.'