GDM adds Simply to mail-order empire

Global Direct Mail (GDM) has made its fifth acquisition in nine years with its purchase of Simply Computers just three weeks after both companies denied there was any truth in the rumour.

GDM announced on 4 February that it had acquired Simply for an undisclosed sum. The deal was previously denied in PC Dealer (27 January) by Paul Berry, chairman and managing director of Simply Computers and Les Biggs, vice president of European operations at GDM. At the time, Berry said: 'There is no truth in it.'

Biggs said this week: 'The acquisition will prove a great addition to our European operations, enabling us to expand our e-commerce capabilities as well as introduce private-label systems to Europe. It makes Global the number two catalogue reseller in the UK.'

He added that Berry would remain as managing director and that Simply would continue to market its products through its Website and catalogue inserts. Global's other UK operation, Misco, will continue to target the corporate sector.

David Atherton, managing director of Dabs Direct, said Simply was the second competitor to be bought by a US giant in the space of a year, after Insight's acquisition of Choice Peripherals (PC Dealer, 15 April 1998).

'We - and I'm sure Software Warehouse - have been approached and the US companies always come up with attractive offers. It's really down to whether it's the best thing for the company,' he said.

'Simply and Misco fit well together. Berry is a respected competitor and it would be stupid not use his experience.'