Tripp Lite switches to Empa

Power protection vendor Tripp Lite has strengthened its distribution channel by naming Dubai-based Empa as a regional partner for its products in the GCC market.

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By  Andrew Seymour Published  July 30, 2007

Power protection vendor Tripp Lite has strengthened its distribution channel by naming Dubai-based Empa as a regional partner for its products in the GCC market.

The move returns the US-based vendor's distribution network to full strength after several months of being a wholesaler down following the withdrawal of Tech Data from the Middle East. Incidentally, Tripp Lite's decision to work with Empa reunites it with many familiar ex-Tech Data faces who have joined the distributor's team in the past few months.

As Tripp Lite's distributor in the region, Empa will distribute its extensive power protection portfolio, which includes UPS systems, surge suppressors, line conditioners, power inverters and KVM switches. It will also offer cables and connectivity products, PDUs, rack systems and network management accessories.

Vipin Sharma, vice president EEMEA & India sales at Tripp Lite, says the vendor selected Empa for its "proven track record of growth and diversified channel network in the region", adding that the appointment will help Tripp Lite maintain its strong development in the Middle East.

"Organisations have become increasingly aware of the impact of power quality, supply and protection to their businesses, spurring a high demand for our state-of-the-art power protection products," said Sharma.

Tripp Lite offers localised assistance to its customers in the GCC through a handful of service and sales teams in various centres and over 15 in-country distribution offices spread across the region. The company currently works with distributors such as Asbis, Computec Class and Al Jassim Electronics across the Middle East.

Meanwhile, the addition of Tripp Lite to Empa's portfolio is set to provide a strong boost to the distributor's own growth aspirations. As well as enhancing its line-up in the retail and SMB market, the tie-up will strengthen its position in the enterprise sector, which remains a key focus area for the company this year.

"As one of the region's leading players in the IT industry, we are always keen on partnering with established international brands that will enable us to provide best-of-breed solutions to our diverse customers," said Rahb Hamidaddin, president at Empa. "Being Tripp Lite's strategic partner in the Middle East will allow us to cater to growing demands as well as further our market stronghold."

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