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Midwich enters Europe with Which Lamps range

Microscope contributor

Midwich is widening its horizons unveiling plans to increase its European activity selling projector lamps on the continent.

The Diss-based distributor has been building up a market for its Which Lamps range and is now taking them into Europe, the first time the channel player has made such a move.

From a UK reseller perspective there should be benefits with better stock and better prices.

“We have invested in a huge stockholding for our pan-European launch so more stock will be available for our UK customers to call upon,” said Darren Lewitt, divisional director at Midwich.

“Our strong relationships with the major projector vendors will allow us to negotiate volume and bundle deals, so our UK customers will benefit from better pricing,” he added.

Midwich has appointed multilingual sales staff to recruit European resellers and is backing the move with a marketing campaign.

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