LS names Auriga as UK distribution partner and announces channel strategy

Supporting the launch of its Simple brand of network infrastructure, intelligent power and intelligent infrastructure solutions, international LG Electronics offshoot company, LS, has appointed Auriga as its UK distribution partner and announced its channel strategy.

The LS channel strategy comprises three Global LS Integrators capable of dealing with the requirements of multi-national clients and large projects comprising multiple sites or multiple data centres. One Global LS Integrator, for example, has the ability to build everything from the building through to the complete data centre, configuring the software and even operating the data as a total outsourced IT operation should this be required.

In the UK, as in other countries, there will be a handful only of carefully selected, trained and managed National LS Integrators.

Entering a mature market like the UK, we knew we had to carefully plan and control the whole process from design and specification through manufacturing, distribution, installation and ongoing support if we were going to be able to deliver our concept Simple solution. LS Simple is designed and delivered as a complete solution - just like a motor car rather than the way the market currently works with different bits from different manufacturers, says Paul Eo regional manager Europe for LS Simple. Only by strictly limiting the number of LS integrators, hand picking the best integrators in each country, training and having them audited, can we ensure our high-end standards are achieved.

In the UK, the Global and National LS Integrators will be backed up by Auriga. Long known in the UK for their fibre expertise, they expanded into copper Category 5e and Category 6 solutions some years ago. LS Simple is a brand at the very high end of networking solutions, comments Auriga MD Graham Lipson. Their unique approach of making a very complex topic simple for end users and pulling all of the system design process into the integrator channel under LS control, sets them apart. So too does their Simple Intelligence offering of integrated intelligent infrastructure + power management. This will have very exciting applications in the data centre market.

LS draws on forty years experience as part of the international electronics giant LG (of Lifes Good fame) and a dozen or more years as an OEM manufacturing structured cabling for some of the worlds best known brands. At the same time, LS brings a radical and fresh approach to the UK market and it was this together with their top of market positioning that attracted us to work with them, continued Lipson. The team at LS has a clear strategy and knows what the market needs. They are focusing on partnering with companies who have a vested interest in building the business here in the UK and globally.

LS has known Auriga for a long time and we are confident they give us a highly focused, committed, knowledgeable and responsive distribution solution, said Paul Eo. Aurigas experience and expertise will be a valuable asset to LS as will its flexibility and can-do attitude towards new ideas. 

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