Secure storage vendor Apricorn has opened its EMEA headquarters and signed three new distribution partners in Europe, with a fourth to follow up soon. Apricorn has been operating in the US for the last 33 years but, after taking on Jon Fielding as EMEA managing director in March, is only now making its European comeback. In the last five months Fielding has signed three distributors: memory and storage specialist Simms International to cover the United Kingdom, Dutch security and storage VAD Secury Products for the Benelux, and security VAD Bedriftssystemer in the Nordics through their offices in Norway and Sweden. A distributor for Germany should be uncovered in a few weeks. "The plan is to have a single distributor within each region at the moment. I want to build this in manageable steps; there are some very obvious key regions to start with. I have no issue trying to appoint distributors in any country, but I will take the key regions first", says Fielding, adding that the business strategy for Europe will take a similar approach to how Apricorn tackled the US "we will not rely on distributors to bring in prospective partners on the firm's behalf but plan to attract partners ourselves. We intend to generate the majority of the opportunities in terms of channel partners ourselves. From a distribution perspective, we just want a distributor to hold stock, but more importantly have the relationship within the broad range of resellers we have in country. I am not so naïve to say we can generate 100% of our own business. We more than welcome the distributors to attract resellers to the company, but we will be looking to generate the majority of our own opportunities."
Apricorn's overall goal is to have five to 10 resellers in each European country depending on the size of the market. Germany will see resellers reaching the higher end of that scale, he said. Apricorn will initially focus on the "key" European markets, which it defines as Benelux, the DACH region, France and the United Kingdom, before heading further afield. Fielding said other European regions such as southern Europe will be tackled in a "second wave" of expansion (source: Channelnomics Europe).