Dell and Midwich to tie the distribution knot?

Opinion

Dell and Midwich to tie the distribution knot?

The word on the street is that Dell is locked in negotiations with Midwich to expand distribution of its printer products beyond Micro P.

The one time direct selling purist is expanding its network of wholesalers in the storage space with Magirus inking a deal in France to supply EqualLogic storage, a partnership sources fully expect to extend to the UK.

However, Diss-based Midwich - which has carved a niche as a peripheral and AV specialist - is heavily touted to take on Dell branded printers which are rebadged Lexmark, Samsung and Fuji-Xerox kit.

Channel insiders reckon Micro P - which was handed exclusive rights to Dell's peripheral franchise in September 2008 - had not delivered on the growth expectations, but to be fair it was banging on reseller doors with a me-too product, so had its work cut out.

Midwich is a major distributor for Samsung, Lexmark, Brother and Oki, so may also find it equally challenging, but at least there may be two players pushing Dell rather than one.

Alex Ward, commercial director at Midwich, said it did not take lightly decisions to expand its vendor portfolio but confirmed exploratory conversations were taking place with Dell.

Dell refused to comment.

This was first published in February 2011

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