Midwich wins camera deal with Pentax

Distributor to offer brand to new channels

Midwich has signed a distribution agreement with camera maker Pentax, to push all its digital imaging products, including DSLR cameras, compact digital cameras, lenses and camera accessories.

Alistair Coyne, digital imaging product manager at Midwich, said adding the well-known camera brand would add a complete camera offering to Midwich's portfolio.

"They have some niche products that will be ideal for customers targeting specific vertical markets. I also believe that Pentax will bring new customers to Midwich due to its longstanding heritage and reputation in the photographic industry," said Coyne.

According to Midwich, Pentax refined its entry-level DSLRs and added features such as live view and HD video while improving the range's speed.

The distributor already offers camera and camcorder brands such as Casio, Canon, JVC, Kodak, Olympus, Samsung, Sanyo and Sony, as well as Hama accessories.

Mark Cheetham, national account manager at Pentax, said the deal would enable Pentax products to be distributed through new channels.

"We have a very strong heritage and a reputation for quality," he said.

"Midwich has a fantastic reputation and this appointment will enable us to expand into new markets and increase our distribution in the right manner."

A product manager dedicated to digital imaging sales was appointed by Midwich last year.