Reaching out to consumers
Simply Computers becomes Misco's consumer arm in rebranding move
Simply Computers, whose parent company Systemax Europe axed more than 100 UK staff last week as part of a major restructure, is rebranding to become the consumer arm of Misco.
Before the restructure, Systemax operated Simply Computers as its consumer division and Misco as its business-focused division.
Terry Shaw, vice-president of European operations, told CRN that the rebrand will be phased "over a period of months".
He added: "The rebrand measures are designed to improve efficiency and competitiveness. We remain as committed to the UK consumer market as ever."
According to Shaw, the change will not affect the service, warranty and technical support offered to customers.
"The merger of the brands will make Misco's presence in the consumer and business markets even stronger," he claimed.
Carolyn Worth, external relations manager at Evesham, said the new model was similar to theirs.
"It seems they are following our model," he said. "We are tackling both the consumer and business markets. This gives us a broader customer base and is better for the future of the company. To be successful, you must have a good business structure, and this seems like a sensible move on their part."