Rebranded Acora eyes expansion

VAR on recruitment charge after ditching ADA Technology Services name

ADA Technology Services has rebranded to Acora as it looks to shake off its reseller roots and kick-start the next stage of its growth.

Lee Ganly, chief technology officer at the West Sussex-based outfit, said the name ADA had clashed with several other firms in the sector and had run its course.

Acora is on course to post revenue north of £17m for its fiscal year to 30 April, up from £14m a year earlier. It is looking to add a further 20 employees to its 140 headcount.

"ADA was not going to carry us forward to the next level," Ganly said. "We still had some VAR roots and that is not where we are focused as a business. We provide outsourced services to dynamic, changing mid-market customers and we needed a brand to reflect that."

He added: "Acora is short and catchy and we could own all the top-level domains. Five-letter names are not that prevalent and the fact it begins with an ‘a' is a soft benefit."

Despite holding top accreditations with the likes of Dell, Acora claims to be vendor-agnostic.