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Renaissance plans targeted volume push

Renaissance plans targeted volume push

Renaissance says it will move back into volume brands where they complement the company’s strategy of enabling creative professionals.

Marketing director Warwick Grey says the company moved toward high-end, exclusive agencies in recent years, but now sees volume brands as a way to build profitability.

“We will look at low-cost brands where we can create volume in a competitive market,” says Grey. “Anything that complements the creative portfolio, you can expect us to move into that.”

He adds Renaissance can’t compete with rival distributor Ingram Micro “on sheer logistical reach”, but might select brands it can introduce and develop locally before other distributors are added, or offer particular parts of a vendor’s range.

The company has identified the audiovisual and digital markets as key target areas.

Renaissance is set to add Geneva - a line of high-end speakers – and will consider products including colour calibration kits and production workstations for 3D animation and modelling.

It also wants to support resellers targeting the home automation market, Grey says.


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