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Synaxon UK adds Ingram Micro

by Stuart Wilson, Sunday 8 February 2009

Reseller group Synaxon has signed an official supplier agreement with Ingram Micro in the UK. The deal means that Synaxon’s members will have access to the full range of products stocked by the broadline distribution giant. Synaxon claims to be Europe’s largest grouping of independent IT resellers.

Synaxon provides a range of services that enable resellers to take full advantage of the extensive stock-holding and supply-chain capabilities of distributor and vendor partners. Synaxon is already well established in Germany, where it has more than 3,000 partners that generate around US$3.8 billion of gross external sales annually, representing 15% of the German market.

The UK agreement with Ingram Micro will give resellers access to up-to-date inventory and pricing information via Synaxon’s on-line system, EGIS (Enterprise Global Information System). Ingram Micro, which will be Synaxon’s sole broadline distribution partner for the UK, joins a growing list of supplier partners that are now actively working with the group.

Derek Jones, managing director at Synaxon UK, said: "The addition of Ingram Micro to our supplier partner community is a major step forward for Synaxon UK. Having access to Ingram’s comprehensive portfolio of leading products and its extensive stock-holding and delivery services gives our reseller members further flexibility and choice and ensures that they can find all the products and solutions they need though EGIS."

Julian Thompson, sales director at Ingram Micro UK, added: "Synaxon has a tried and tested model and one that delivers significant benefits to resellers. We are looking forward to working with Synaxon to further develop and enhance the flexibility and value that the service delivers to our customers."

As well as product availability and pricing on the full range of vendor lines stocked by Ingram, Synaxon members are able to see information on current channel programmes and vendor promotions being run by the company. Ingram will also provide regular input into the marketing and lead generation activities that Synaxon is running in support of its reseller members.

Synaxon offers a partnership proposition to VARs and resellers, which provides them with pro-active marketing support as well as access to a comprehensive range of products on exclusive terms and conditions.

Jones added: "The Synaxon model is well-established and has proven to be highly effective in the German market where around one third of all channel trading is conducted through EGIS and we believe it can be just as successful here. With Ingram on board we now have access to all the leading IT product brands and can offer members tremendous choice and availability."

Synaxon UK has already signed agreements with 14 UK suppliers and distributors and is currently finalising negotiations with a further five distributors.

"Having budgeted for 20 distribution partners in 2009 we will not be opening up any new distributor negotiations until the fourth quarter this year. We now have most of the agreements we need in place and the first phase of our plans are starting to deliver new business opportunities to both our member and supplier partners", said Jones.

Synaxon UK was established in September 2008 to recruit reseller members and supplier partners with a view to building a network of mutually-beneficial relationships that will enable resellers to drive higher levels of more profitable business and maximise the efficiency of product availability, and enable vendor and distributor partners to ensure that all Synaxon members have full access to their current stock and promotions.

Synaxon owns and promotes four different brands and two different trading styles within the German market. PC-Spezialist is a franchise system whilst Microtrend, iTeam and Akcent are collectives all are owned brands of Synaxon AG.

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