GEEKS Direct is the latest computer components distributor to set up shop in greater Auckland this year.
The Papatoetoe-based firm, registered in January, will represent Australian distributor Altech Computers, which carries such brands as Abit motherboards, Corsair memory, Creative sound cards and TDK tapes.
Geeks Direct’s arrival follows that of Australian company Anywhere Computer Accessories, which opened its Penrose office earlier this year.
Geeks Direct director Grant Ovenden says Anywhere and another Penrose company, Iway, are competitors but the components and accessories end of the industry is not crowded.
“It’s far from full. We’re primarily targeting the gaming market — the long term gaming enthusiast.”
Ovenden says his reseller channel will be mainly the internet, and the company will deal only in cash sales.
“The bulk of the people moving our pro-ducts will be the online stores.”
These include Ascent Technology in Wellington and PC Gear, of which there are two separate companies, one in Auckland and the other in Dunedin.
Geeks Direct has “six core staff”, with Ovenden in charge of sales and Bruce Arthur looking after administration. Both men will take a shareholding in the company, which is owned by Ovenden’s father, Ronald. Grant Ovenden is also involved with a small reseller-come-integrator, Metro Technology (NZ) Limited.