Computer Brokers rebrands for Lexel-ence

Computer Brokers rebrands for Lexel-ence

Company takes on new name, Lexel Systems, from today.

After 21 years as Computer Brokers, the Auckland-based integrator has changed its name and is now known as Lexel Systems. General manager Noel Simpson says the new name is a play on the word excellence and is designed to reflect the company’s dedication to surpassing customer expectations.

“It plays on the word excellence and to excel. That is the core essence of our brand – to provide excellence. We want to continue to focus on excellence in IT, as we launch the new brand and continue to grow.”

The company unveiled the new name at an event attended by customers and vendor partners in Auckland last night.

The name change also reflects the company’s recent growth in its IT services business, which Simpson says now contributes close to 25 percent of its more than $30 million revenues.

The Computer Brokers name was holding the company back, says Simpson. “We were looking for a new brand name that could move the business forward. The Computer Brokers name misrepresented us in the industry and made a lot of people think we are smaller than we are.”

Customer research suggested some C-level management viewed the Computer Brokers name “rather quizzically”, says Simpson. “They took it at face value and questioned the capabilities of a supplier in the business of ‘broking’.”

Simpson is confident the new name will not cause confusion with customers who are familiar with the former brand. “As long as we manage to communicate to all the key people that Computer Brokers equals Lexel Systems, we should be able to cut across.”

Computer Brokers was formed in 1987 by current managing director Chris Simpson and now has 80 staff.

In addition to the name change, the company has also created several new senior management roles, including sales leads for newly created technology services and commercial business groups.

It has also formed a specialist project management division and a procurement delivery unit, which automate product lifecycle management.

Lexel Systems is on track to reach $50 million revenues over the next three years and expects to appoint two independent directors to the board later this year, Noel Simpson says.

In an earlier interview with Reseller News, Simpson shed more light on the rationale behind the name change.

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