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A new supply company dedicated solely to resellers has been launched in the UK by IT distribution specialist Mike Pullon.

Following several approaches from value added resellers Pullon has set up Varlink with a mission of supplying innovative products and efficient service.

Pullon, who previously grew ABC Technology Distribution to a 14 million turnover company from start up, has established contracts with a number of manufacturers who have previously not sold through distribution in the UK. Pullon said these include:

Aceecathese reportedly are highly specified rugged mobile computing products designed for purpose. They offer great priceuses Palm O/Sand are a good fit for IT resellers. This brand is not currently distributed in the UK so he says that this will offer a good mutual opportunity.

PTSbrings a fresh approach to data capture software. Products are ideal for resellers getting into hand held computing solutions. Cross platform and multi-brand opportunity. The software supports the Aceeca terminal.

Tatungknown for EPoS products. This company has a great set of tablet PCs, currently not being distributed effectively in the UK. We see this as a great opportunity to extend our mobile computing reach.

These brands will be stocked alongside some more established brands to enable resellers to offer end users a range of application matching solutions.

Pullon said: There is a huge demand amongst resellers for an IT distribution company who can efficiently deliver products from stock at prices that enhance margins.

Our market focus, brand selection, manufacturer relationships, joint business development tools, systems, processes and most importantly the culture of our business as reflected in the attitude and enthusiasm of the Varlink team members will help us win and retain business from resellers.

I believe that over the years I have demonstrated an ability to listen to the needs of both resellers and manufacturers and to adapt services and methods of working to meet these needs. Bill [Bill Gordon, technology director] and I have both worked outside the sector in recent times and are now coming back with some fresh ideas based on the experience we have gained and this will be reflected in what we do and how we do it.

It is our mission to establish new service level bench marks within our sector of the distribution market place.

Market research has established a clear requirement for an IT distributor that can provide a blend of personal relationships, outstanding service and fulfilment performance.

Varlink will be dedicated solely to resellers and will provide exceptional business development support plus UK product availability with next business day delivery as standard across our superb range of innovative products.

I have recruited a team of experienced and outstandingly skilled people who will work closely with resellers to help them win business by providing product, technology and application information and advice based on regular and in depth manufacturer training.

Significant investment in IT includes a leading edge ERP system to ensure that Varlink customers have access to a wide variety of on line information which will enable them to provide their customers with service levels that will help to win and retain business.

IT Reseller asked Pullon the question: how you will be able to support your reseller partnerswill you be doing anything different to other distributors?

Pullon said: As I indicated above it is not just what you do but how you do it. For example there is no point in telling your customers you have a particular service but then making it in-accessible or having a next day delivery service that is so expensive that it sucks all the margin out of an order. We encourage resellers to open an account with us so that we can start demonstrating what we are all about.

Pullon has set up a distribution centre in York and has assembled an 11-strong team, which he forecasts will double over the next 18 months.

Among Varlinks team is technology director Bill Gordon who has 16 years experience in IT distribution, including 12 years with Pan European distribution companies.

Gordon worked alongside Pullon as product manager with ABC and then became merchandising director with ScanSource.

Varlinks line up of brands is an intriguing mix of companies new to UK distribution as well as some that are well established.

Varlinks suppliers include Aceeca who have produced the Meazura PDA the worlds first waterproof Palm O/S-powered computer, which is available with CCD and laser scanning capabilities.

Tracer software from PTS provides resellers with feature rich, flexible and cost effective solutions which are equally effective running on a PDA as on one of the Windows mobile O/S terminals from Datalogic and Opticon that are available from Varlink.

To complement an extensive range of hand held terminals Varlink features Zebras range of mobile printers.

A wide range of desktop and industrial barcode label printing requirements can also be met with printers from Zebra.

Label design software applications from single users through to ERP middleware can be met with Bartender from Seagull.

Hand held bar code scanning products are available from Datalogic, Opticon and Baracoda. Interface options include Bluetooth and USB as well as keyboard wedge and RS232.

Tablet PCs from Tatung complete Varlinks launch product set.

Pullon added: Our partners share a commitment to the development and manufacture of products that meet the operational and financial requirements of end users across a broad spectrum of applications.

They understand the importance of the IT reseller channel and will work closely with us and our customers to meet emerging requirements.

Mike Pitt, UK sales manager for Zebra Technologies Europe Ltd, said: Varlink will play a crucial role in promoting Zebras mobile label and receipt printers to mobility solution providers.

The companys value-added distribution model will enable this specialized reseller community to obtain maximum benefit from Zebras mobile-orientated business improvement message.

Brad Horn of Portable Technology Solutions said: We are very excited to add Varlink as our distribution partner. Varlinks product mix, coupled with our TracerPlus mobile data collection software, gives resellers the ability to configure affordable, enterprise class solutions based on the latest in mobile technology.

Michael Dennis, mobility director of Baracoda said: Baracoda is pleased to announce its partnership with Varlink as a distributor for the UK. Offering our market leading range of Bluetooth mobile data capture products. We feel that with the Varlink team and its respective wealth of market experience and knowledge, not only related to pure AIDC channel development but in particular its direction toward the many emerging mobile solution verticals and mobile workforce initiative's, makes Varlink a natural choice.

Roy Williams, business development manager of Tatung (UK) said: Tatung (UK) has worked successfully in partnership with the directors of Varlink for many years and we had no hesitation in supporting them in this new venture. Over the coming months we will be working with Varlink to establish the company as our UK Distributor of Tablet PCs and Webpad technologies. 

Alex Topschij, chief executive of Aceeca said: "There is a great fit between Aceeca and Varlink. We have been looking for a partner to pioneer the adoption of our IP67 terminals by resellers in the UK. I believe that in Varlink we have linked up with an enthusiastic and experienced team who will offer the levels of support and service that will win and retain business for us.

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