Global player gets serious locally

Although it only set up in New Zealand a year ago distribution company Synnex continues to grow rapidly.

Richard Harri, country manager, says his company is performing well, continues to add headcount and has vendors queuing up to join. “From day one of operation Synnex had four brands, in the last year that’s grown to 12 and more want to come on board. We don’t want to spread ourselves too thin so will ensure our current brands are stable before taking any more on,” he says.

Originally focused on supplying PC components Harri says Synnex has expanded into different areas due to customer demand.

“Kiwis like to use a one-stop-shop and that’s what Synnex is endeavouring to provide.”

Globally Synnex is the third largest distributor and the largest in the Asia Pacific region.

Harri says Synnex recognises resellers need to deal with suppliers that are reliable, consistent and predictable and points out everything his company does is aimed at making life easier for the reseller.

In a nutshell, says Harri, Synnex has one core philosophy – it doesn’t promise what it can’t deliver.

Rising freight costs have been a major challenge over the last year but as demand has grown Synnex has been able to negotiate a very competitive rate.

“I’ve seen a growing trend where Synnex delivers goods to the end-user which saves resellers a double freight charge. Naturally we use the reseller’s branding so the customer doesn’t know it came from Synnex – we have no interest in dealing with anyone other than resellers.”

Harri says a huge effort has gone into differentiating Synnex from its competitors.

Synnex’s website provides real time stock availability, price change emails and customisable CSV files. Additionally the company has very rigid shipping times – orders placed before 4pm ship the same day - and turns around the majority of replacement authorisations within 48 hours.