Bell Microproducts splits Europe into two brands


Bell Microproducts splits Europe into two brands

Paul Kunert
Expanding the strategy it implemented in the UK at subsidiary Ideal Hardware last October, Bell Microproducts has split its European business to focus on the volume and enterprise storage markets.

As part of the restructure, the US parent has consolidated enterprise subsidiaries Rorke Data and Touch The Progress (TTP) under one brand, Bell Microproducts Solutions, which is to be headed by the former senior management of TTP.

The start-up companies, introduced in various locations around Europe over the last two years, will operate as Bell Microproducts Europe and continue to focus on the mass storage market.

Three months after dividing the UK business, Ian French, president of Bell Microproducts Europe, asserted the change had worked "extremely well".

He claimed the enterprise business had produced record quarters while the volume arm gained market share with some vendors.

French admitted the move was partly in response to confusion about the numerous Bell brands.

Ideal enterprise solutions director Mark Walter said there would be more coherent communication from the creation of three Bell Microproducts Europe boards, made up of division heads from the UK and Europe.

"Historically, because some of our growth was through acquisitions, everything was run in isolated splendour," he said.

The new process will see a split on lines of business and not geography, he claimed.

"Markets are different in many respects, but there is a
universal truth that focus brings results," Walker said, adding the organisation has a $1bn (£714m) revenue target this year.

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