Academia is looking to use the acquisition of Computer Warehouse's professional audio and video units to extend beyond its education heartland into commercial markets.
The North London-based Apple reseller picked up CW Pro - a unit of Computer Warehouse which is currently being liquidated by insolvency practitioner MLG Associates - on 12 March for an undisclosed sum.
It sells Apple's professional and audio kit into universities and colleges in the UK that run post-production courses but creative solutions director Mark McCormack said it was taking the business into the private sector.
"We want to enter other pockets of that particular Apple creative market. Apple takes 99% of the retail low hanging fruit business so a lot of resellers are trying to find their niche," he said.
Four staff at CW Pro transferred to the new owners but they will continue to be based in Computer Warehouse's studio in Park Royal, West London. The brand will be maintained.
Earlier this week, liquidator MLG Associates confirmed that Computer Warehouse's retail brand had been sold to Syco Systems.
Jonathan Cole, bigwig at defunct Computer Warehouse, said he would discuss developments in the next 24 hours but refused to comment further before "because of the other deals that are going on around the outside".