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ITW, Cellect merge under Cellnet banner

ITW, Cellect merge under Cellnet banner

The IT Wholesale and Cellect brandnames will soon be no more.

The two divisions of the Australian-owned distributor will shortly take on the name of their parent — Cellnet.

But it is still unclear when the new branding will be unveiled.

John Dunbar, recently appointed general manager of ITW and Cellect, says the company has only just acquired the rights to the Cellnet name in New Zealand.

“We are not sure of the timing yet,” he says.

Cellect distributes mobile phones and accessories and was Cellnet’s original business here.

ITW was created after the company won a deal to distribute IBM PC products in 2001, and focuses on IT hardware.

Rolling the two divisions into one makes sense, says Dunbar.

“It will improve efficiencies. Running two separate entities inside the same company does not make sense, especially with the increasing convergence between telecommunications and IT products,” he says.

“More IT resellers are buying mobile phone accessories and more mobile phone dealers are buying IT-related products.”

The changes follow a similar rebranding exercise for Cellnet in Australia, where the company said it will merge its ITW, Cassa and Mercury Mobility divisions into a single Cellnet-branded entity from April 4.

Cellnet is meanwhile undergoing a major restructure aimed at cutting costs and improving customer focus.

This has resulted in 75 staff cuts in two waves of redundancies, reducing the total staff count to 375.

No jobs will be lost in New Zealand, however, says Dunbar.

“The same amount of work is still there,” he says.

Dunbar joined the company last month from Ingram Micro, where he was most recently director of OEM and retail sales. He was managing director of the company until it merged with Tech Pacific last year.


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