The distributor has recruited former channel manager at Acer Alicia Shepherd as head of specialist retail.
Her CV includes a stint as displays business manager at C2000 and channel manager roles at both LG and Kyocera Mita.
VIP is looking to establish itself as a provider of branded consumer goods with Shepherd running a newly established am with the aim of growing its slice of the retail market.
The distributor has been supplying retailers for a while but now wants to target the market in a different way.
Dave Stevinson, sales director at VIP Computers, revealed its ambitions: "Our strategy is to develop relationships with the top 50 technology retailers and the vendors who support them. We are determined to become an important and strategic partner to the retailers and offer them a compelling reason to align with VIP."