Midwich calls in cable guy to grow new division
New Cables and Connectivity Division to be headed up by industry stalwart Chris Hobbs
Midwich admits it has not traditionally done "a particularly good job" of selling cables as it looks to ramp up business in this area with a new hire and dedicated division.
The distributor is looking to crack cabling for the first time after enlisting industry specialist Chris Hobbs to head its new Cables and Connectivity Division.
Lee Baker (pictured above), divisional director at the print and AV distributor, told CRN that Midwich has been selling cables on an ad hoc basis for years but until now hadn't seen it as a focus.
"We were already selling cables but weren't doing a particularly good job, to be honest," he said.
"Quite often we're working with the customer, quoting and helping specify hardware when we are asked to supply the cabling product in between and recommend what they need. But none of us had the experience in the specifics of the market and the specs and prices people want, which is why we got talking to Chris."
Hobbs worked for ConnectorCo for nine years and then set up his own business, FastFlex.
Baker said Midwich is in the process of refining its cabling portfolio but currently counts Peerless, Techlink and Kramer as vendor partners in this area.
"We are sourcing a range of AV cables and connectors, which we will market under the FastFlex name. We will also be looking to add a premium brand of cables in the next few months. Our goal is to be able to offer our customers a good, better and best range of cables and connectors by March," he said.
Baker added: "We see cabling as an area we want to invest in and grow and Chris is the first part of that investment. We want to build a team around Chris as time and growth permits, but it's a big market and we have to feel our way into it quite carefully to make sure we do a good job."
The new division builds on the range of accessories Midwich already sells, including brackets, mounts, projector screens and projector mounts.
Baker said the initial goal is to focus on attachment business, with success in building run-rate sales a longer-term aspiration.
"Chris is currently doing research to see how we can kick on but I think things will take off quite quickly," he said. "We only started taking stock a week ago and already we're feeling it ramping up. But we want to take our time to do it properly."
Hobbs (pictured right) said: "Cabling is often the least costly aspect of a project, but can also be the most important too, and I think it makes great sense for us to offer this service. I'm excited by the challenge and I look forward to using my experience in the industry with this new division at Midwich."