SSC steps in to acquire Atlantic PC arm

The Atlantic PC brand will resurface for a third time as a result of the acquisition by Sight and Sound Computers (SSC) following its previous failed outings with Memsolve and Electro-Wide.

The brand disappeared from the mail-order sector in February when Memsolve called in administrators (PC Dealer, 17 February). Atlantic's previous partner, Electro-Wide, also failed to stay afloat, crashing into administration in February last year.

SSC has acquired the Atlantic brand for distribution through mail-order.

SSC produces 3,000 PCs a month and last year posted turnover of pounds 11 million.

It has since secured a number of contracts resulting in turnover forecasts rising for this year to pounds 55 million.

Andor Miles-Board, sales and marketing manager at Atlantic Systems, admitted the brand had faced difficult times: 'Memsolve and Hexagon dealt with the mail-order side of the brand. When it disappeared, we were left in a difficult spot. There has been a dip in production at the Glamorgan plant but that will increase now.'

Nick Smith, managing director of SSC, said a marketing blitz was being prepared and that Atlantic and SSC were a good fit, unlike the predecessors: 'The Atlantic brand has had some problems but it is well recognised in the UK. Memsolve didn't have the knowledge we have of the market. Our forecasts show 1,000 PCs sold per month, generating pounds 12 million of turnover from the Atlantic business.'

SSC has also secured a contract with Amway, a US pyramid-selling business that has moved to the UK. Smith said the firm had 72,000 active resellers and it would have to substantially increase output.

SSC, Atlantic, Electro-Wide and Memsolve all used, or use, the same manufacturing facility in West Glamorgan, South Wales.