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Focused marketing message proves profitable

Focused marketing message proves profitable

Australian distributor and wholesaler Anyware Computer Accessories came to Auckland four years ago, eager to break into the New Zealand market. Husband and wife team Peter and Nicole de Wever followed not long after to spearhead the operations here.

“Four years ago they sent over about three containers of stock and bought premises here. They employed two people and set up the warehousing,” says Peter de Wever. “We started bombarding the market with emails and catalogues to dealers. It was a pure wholesale business back then; it has never had a retail focus at all. They let us run it as ours, because of our local knowledge. I had been here for six months prior to that to keep an eye on the business.”

The country manager says the company’s first priority was to sort out stock levels and the range of products. The Australian arm of the business has about 3500 line items, while Anyware in New Zealand had 2500 when it started. That number is now down to 750.

“We went out there selling the message that we don’t have a retail outlet, we don’t have an online shop and we don’t have special alliances with moving our products into the end-user market. We have ended up gaining a lot of respect from our customers for that. Even smaller guys respect us because they don’t get undercut,“ he says.

Sales consultant Nicole de Wever says the company has moved through the wholesales ranks and now boasts four sub-distributors nationwide.

“Although we still do wholesale, we have quite a few sub-distributors. Eighty percent of our business is through major retail and other wholesalers. That being said, 80 percent of our business represents 20 percent of our customers. We’ve helped some of the little guys grow up as well. Our support is probably our main thing; its why a lot of people are sticking with us,” she says.

Anyware currently has sole distribution rights for 11 brands, as well as shared distribution rights on two other brands.

“The brands are also a key factor,” says Peter. “We no longer base our business only on price; we base it on quality of product and the ability to keep stock on hand. Consistent pricing also plays a part, as well as the products we do. I feel sorry for retailers and wholesalers who do computers; making $100 selling a PC is a joke.”

Anyware has reported solid growth over the past two years, with the company currently looking to expand the sales staff, in addition to recently having hired more warehouse staff. The company presently has five staff.

“We have had over 50 percent growth year on year. We are doubling last year’s figures at the moment. The company is going full steam, we have employed another person in the warehouse and we are actively looking for someone new in sales.”

While the sub-distributors have helped the business, Peter says the company still relies on the higher margins in the wholesale space. “With my sub-distributors, we work on around 15 percent margin. Working with the dealers is where we make that extra margin.”

Anyware tries to create a good environment.

“It’s a great place to work,” says Peter. “We all have a good time together with company lunches and when the company has a great month, it is the staff that get the reward for their hard work.”

PULL QUOTE

"We don’t have a retail outlet, we don’t have an online shop and we don’t have special alliances with moving our products into the end-user market."

Anyware's Peter de Wever

Australian distributor and wholesaler Anyware Computer Accessories came to Auckland four years ago, eager to break into the New Zealand market. Husband and wife team Peter and Nicole de Wever followed not long after to spearhead the operations here.

“Four years ago they sent over about three containers of stock and bought premises here. They employed two people and set up the warehousing,” says Peter de Wever. “We started bombarding the market with emails and catalogues to dealers. It was a pure wholesale business back then; it has never had a retail focus at all. They let us run it as ours, because of our local knowledge. I had been here for six months prior to that to keep an eye on the business.”

The country manager says the company’s first priority was to sort out stock levels and the range of products. The Australian arm of the business has about 3500 line items, while Anyware in New Zealand had 2500 when it started. That number is now down to 750.

“We went out there selling the message that we don’t have a retail outlet, we don’t have an online shop and we don’t have special alliances with moving our products into the end-user market. We have ended up gaining a lot of respect from our customers for that. Even smaller guys respect us because they don’t get undercut,“ he says.

Sales consultant Nicole de Wever says the company has moved through the wholesales ranks and now boasts four sub-distributors nationwide.

“Although we still do wholesale, we have quite a few sub-distributors. Eighty percent of our business is through major retail and other wholesalers. That being said, 80 percent of our business represents 20 percent of our customers. We’ve helped some of the little guys grow up as well. Our support is probably our main thing; its why a lot of people are sticking with us,” she says.

Anyware currently has sole distribution rights for 11 brands, as well as shared distribution rights on two other brands.

“The brands are also a key factor,” says Peter. “We no longer base our business only on price; we base it on quality of product and the ability to keep stock on hand. Consistent pricing also plays a part, as well as the products we do. I feel sorry for retailers and wholesalers who do computers; making $100 selling a PC is a joke.”

Anyware has reported solid growth over the past two years, with the company currently looking to expand the sales staff, in addition to recently having hired more warehouse staff. The company presently has five staff.

“We have had over 50 percent growth year on year. We are doubling last year’s figures at the moment. The company is going full steam, we have employed another person in the warehouse and we are actively looking for someone new in sales.”

While the sub-distributors have helped the business, Peter says the company still relies on the higher margins in the wholesale space. “With my sub-distributors, we work on around 15 percent margin. Working with the dealers is where we make that extra margin.”

Anyware tries to create a good environment.

“It’s a great place to work,” says Peter. “We all have a good time together with company lunches and when the company has a great month, it is the staff that get the reward for their hard work.” PULL QUOTE

"We don’t have a retail outlet, we don’t have an online shop and we don’t have special alliances with moving our products into the end-user market."

Anyware's Peter de Wever

Australian distributor and wholesaler Anyware Computer Accessories came to Auckland four years ago, eager to break into the New Zealand market. Husband and wife team Peter and Nicole de Wever followed not long after to spearhead the operations here.

“Four years ago they sent over about three containers of stock and bought premises here. They employed two people and set up the warehousing,” says Peter de Wever. “We started bombarding the market with emails and catalogues to dealers. It was a pure wholesale business back then; it has never had a retail focus at all. They let us run it as ours, because of our local knowledge. I had been here for six months prior to that to keep an eye on the business.”

The country manager says the company’s first priority was to sort out stock levels and the range of products. The Australian arm of the business has about 3500 line items, while Anyware in New Zealand had 2500 when it started. That number is now down to 750.

“We went out there selling the message that we don’t have a retail outlet, we don’t have an online shop and we don’t have special alliances with moving our products into the end-user market. We have ended up gaining a lot of respect from our customers for that. Even smaller guys respect us because they don’t get undercut,“ he says.

Sales consultant Nicole de Wever says the company has moved through the wholesales ranks and now boasts four sub-distributors nationwide.

“Although we still do wholesale, we have quite a few sub-distributors. Eighty percent of our business is through major retail and other wholesalers. That being said, 80 percent of our business represents 20 percent of our customers. We’ve helped some of the little guys grow up as well. Our support is probably our main thing; its why a lot of people are sticking with us,” she says.

Anyware currently has sole distribution rights for 11 brands, as well as shared distribution rights on two other brands.

“The brands are also a key factor,” says Peter. “We no longer base our business only on price; we base it on quality of product and the ability to keep stock on hand. Consistent pricing also plays a part, as well as the products we do. I feel sorry for retailers and wholesalers who do computers; making $100 selling a PC is a joke.”

Anyware has reported solid growth over the past two years, with the company currently looking to expand the sales staff, in addition to recently having hired more warehouse staff. The company presently has five staff.

“We have had over 50 percent growth year on year. We are doubling last year’s figures at the moment. The company is going full steam, we have employed another person in the warehouse and we are actively looking for someone new in sales.”

While the sub-distributors have helped the business, Peter says the company still relies on the higher margins in the wholesale space. “With my sub-distributors, we work on around 15 percent margin. Working with the dealers is where we make that extra margin.”

Anyware tries to create a good environment.

“It’s a great place to work,” says Peter. “We all have a good time together with company lunches and when the company has a great month, it is the staff that get the reward for their hard work.”


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