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Simms NZ soon to represent four brands

Simms NZ soon to represent four brands

Andrew Henderson, Daniel Moore and Paul Johnston

Simms International will build on the signing of key vendor Dell with the imminent announcement of three more brands.

The managing directors of all three of the company’s global offices – UK-based founder Andrew Henderson, Australia’s Daniel Moore and New Zealand’s Paul Johnston, recently met in Auckland.

Although they wouldn’t name the additional local agencies yet, Moore told Reseller News they would be in the corporate space, with retail-focused brands to follow.

The company has trans-Tasman rights to six agencies.

Two staff, including product manager Benjamin Kwan, have already joined Johnston in the Albany office, with another two to start within three weeks.

According to Johnston, Simms has already recruited a range of partners from small regional players to those dealing in the mid market. Some of them had considered joining Partner Direct, the programme which focuses on the 500-plus seat company space, but weren’t able to meet the criteria, says Johnston. There is also an opportunity for Simms to help authorised partners grow to the point where they could become a direct partner, he says.

Henderson and Moore say Simms’ strategy is to work with category-leading vendors, or those that have the potential to be. They say the company's managing directors also invest in the business, which helps contribute to its success.

Henderson had not experience in IT prior to forming the company in the UK in 1990. He was working as a dairy farmer, but after buying his first Mac computer, he found memory was significantly cheaper in the US than the UK. He imported a bulk quantity of SIMMs (single in-line memory modules) and began by selling them to attendees at a trade show.

Simms was also adopted as the company’s name, and it grew on the back of the growth in the memory market as more and more PCs were sold and more memory-intensive applications were developed. It is the longest-standing distributor for Kingston memory products, and is also an Apple distributor in Australia, having acquired major Apple products supplier KH Distribution in 2006.


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