Some people - well me - are calling EET Nordics "the Acer of the distribution world".
Well at least half of the equation is right. It runs a very low cost operation, employing seven staff in the UK and running a central warehouse from Denmark that ships directly to the reseller or customer.
All sales are transacted online and resellers are expected to pay a premium for next day delivery, which is a trick that much of the UK channel has been missing out on.
Selling spare parts account for around 60% of UK sales - 30% at group level - and it has a nascent surveillance division - so is operating in markets that most traditional IT distributors do not.
However, with a UK turnover of £2m in fiscal 2009 ended June and £4m this year, it has yet to match the sales trajectory of the Taiwanese PC firm.
The question is will UK boss Simon Smith, a UK distribution veteran who set up Actebis UK and operated as Ingram Micro sales director, be able to spearhead growth beyond its current levels?
Certainly this challenge, along with a more holistic lifestyle in Chiswick (yoga and herbal tea but no booze or fags), seems to have mellowed the man, who was once renowned for being a hyper-aggressive sales beast.
Drop me a line, on the QT, off-record, very much hush hush.