The evolution of distribution

UK distributor sets sights high with compelling proposition for partners…

Channelnomics recently quoted Tim Curran, CEO of the Global Technology Distribution Council (GTDC), as citing that some 600 new IT vendors have switched to a distribution model in the last two years. He went on to detail how the breadth and depth of what distributors offer today is growing. Simms International plc is one example of an experienced, specialist distributor that is thinking differently about its relationships within the channel.

Simms is well known for its strong links to Kingston and continues to be the leading distributor of the Kingston range in the UK, but the 27-year established company has also forged strong partnerships with other world-class manufacturers such as ATP, Innodisk, Apricorn and Datalocker.

The leadership team at Simms is working on a programme of accelerated, sustained and profitable business growth. As a result, the company is now more sharply focussed than ever on delivering value to its partners and clients through a compelling combination of world-class products, technical expertise and a passion for providing an outstanding customer experience. The company aims to be the provider of choice, proactively creating value for its partners and thereby driving its own ambitious growth plans.

Andrew Henderson, Simms founder and CEO, explains: “To date we have succeeded through strong relationships with manufacturers and our reseller clients and by reacting quickly and effectively to market changes. What we are aiming to do going forward is to make a positive difference to our clients’ bottom lines by proactively identifying where we can support them in developing their own business. We have many collective years of experience and a wealth of technical knowledge here in the team, as well as a fertile business culture to build upon. By specialising in memory and storage Simms is uniquely positioned to understand the challenges our clients face and to creatively work alongside them in overcoming these.”

The company has also recently undergone some internal reorganisation with long-serving business development manager Kevin Howse being promoted to chief sales officer, adjustments to some sales roles and the recruitment of a marketing lead.

Commenting on the positioning of Simms, Kevin Howse stated: “This progression comes naturally. Our values are based around knowledge, professionalism and creativity and we strive to embody these in our everyday. By staying true to these values, keeping our clients’ needs foremost and working back from those to create value in their business, Simms should not only achieve its aspirational vision, but will also be well placed to serve the channel for the next 27 years.

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