Datrontech's retail division will target independent retailers over the next few months with a range of peripheral products that includes its own DTEC brand.
The division, which has well established links with the multiples, plans to "improve efficiency with the independents" by selling product via its ecommerce Web site, the first stage of which will be launched in August. It is also selling the fact that it has post-sales technical support for all but one of its products, the exception being Bay Networks.
Robin Falconer, the division's general manager and former Duracell sales manager, said that "small independents won't have to deal with returns or any technical support once they have sold the product".
He also added that "the introduction of the DTEC range to retail could help increase margins for retailers while not compromising on product quality".
The DTEC range consists mainly of badged vanilla goods sourced directly from Taiwan, through Datrontech's most recent acquisition, ICP. Marketing director Mandy Birtles admitted that established as well as smaller manufacturers have "been keen" to sell vanilla goods to Datrontech.
Falconer added that branding awareness of DTEC in the retail channel was "an initial problem", but the company plans to advertise and push its product through the comparative review pages of the IT press.
"DTEC for retail will launch over the next few months and we will take just four good products to market first. We expect these to be independently tested by Q3," said Falconer.
"We are looking to build on the success we've had with the DTEC range in the OEM and system builder channel," said Birtles. "We've been surprised how quickly it has been taken up and expanding. It has encouraged us to do the same with the retail channel."
Datrontech will add the DTEC range to a growing list of brands and products it already sells to the retail. These include 'value add' packs where software has been bundled with certain peripherals and pre-packaged by the supplier.
Falconer also added that he does not expect to cross swords with other retail distributors such as Gem. "The division, which changed its name from Peripherique to Datrontech Retail in January this year, is totally focused on the retail channel and is mainly hardware focused," he said. "Others tend to be more software oriented and less focused."
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