Lenovo appoints Exertis for servers

Exertis joins Tech Data, Avnet and Arrow as Lenovo ups ante around acquired x86 business

Lenovo has broadened its partnership with distributor Exertis to help it attack the volume space with its newly acquired x86 tin, CRN can reveal.

Exertis has been granted access to Lenovo's full range of server and storage products, including not only Lenovo's ThinkServer range but also the System x and PureFlex products Lenovo gained through its recent $2.1bn (£1.36bn) deal with IBM.

This means Lenovo now has four UK server distributors in the form of Exertis; Arrow – which it appointed in June 2014 – Avnet, which it took on last month; and Tech Data. Arrow and Avnet previously worked with IBM.

Lenovo recently told CRN its priority is to aggressively drive the IBM System x line-up into its mid-market stronghold by quickly integrating it into its TopSeller programme.

Exertis, which has carried Lenovo's PC range for several years and already has the x86 range in Ireland, will play a key role in this strategy, Lenovo's channel director for UK and Ireland, Darren Phelps (pictured) said.

"This is not about moving business between distributors but about how we attack in the volume space," he said.

"If the overall pie grows – which is what we intend – then all our partners can grow at the same time, including our distributors. It's about having the right balance in terms of who plays in what area but more importantly, our partners were telling us they wanted to trade with their distributors."

Phelps was quick to stress that the appointment is no reflection on its relationship with Tech Data-Azlan.

"The Azlan business is a really strong partner for us and does a fantastic job," he said. "We just need to broaden that out. It's not about cannibalising it. We have to grow in new areas, which is why for Exertis we have [set out] key areas we need to grow. This is all about the partners we need to bring in."