Middle East gets the VIP treatment

Components distributor VIP Computers opens Dubai digs

Components distributor VIP Computers is making its first foray into the Middle East with the opening of a regional base in Dubai.

The office, located in the Emirate's Jebel Ali free economic zone, will manage VIP's nascent business across the Middle East, Africa and South Asia. Its opening builds on VIP's existing operations in the UK, Spain, the Netherlands, Romania, Taiwan and the US.

The Warrington-headquartered distributor will now begin work on cementing a handful of manufacturer relationships in the Middle East. On top of these partnerships, VIP claims it will be the only provider of recertified IT products in the region.

VIP chairman Jatti Sahni said: "Despite the negative impact of the global financial crisis, the Middle East, Africa and South Asia remain markets with huge untapped potential.

"We have seen a steady growth of demand from our existing customers in this region and have decided to set up locally in order to provide an impeccable service to them, but without charging an unwarranted premium for it - something that seems a common practice in the markets."