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Lexmark signs distributor to front retail efforts

Printer vendor hopes appointment will improve its fortunes in the consumer space

Lexmark signs distributor to front retail efforts
Mark Thompson says Asbis will fill the gap that Lexmark has had in the retail market.

Printer vendor Lexmark has moved to strengthen its position in the retail space by appointing Asbis as a distribution partner. The alliance will immediately begin in the UAE and then roll out to Egypt and Saudi Arabia in the near future.

Mark Thompson, SMB and channel sales manager at Lexmark, informed channel partners of the news in an e-mail this week.

"It is with great pleasure that Lexmark International Middle East is able to announce a new partnership with a distributor that will fulfill the gap we have had for some time in retail," he said in the statement.

Lexmark believes Asbis can play a pivotal role in helping it to "build the brand" in the regional consumer market.

"Lexmark has struggled in the past with retail in the region and so we see this new relationship as an extremely strategic partnership that will be of great benefit to the Lexmark brand in the region," wrote Thompson.

Hesham Tantawi, VP MEA at Asbis, confirmed the tie-up and said the decision to add its first printer hardware brand to its portfolio was a crucial move, particularly given its intent to replicate the partnership in multiple markets.

"Lexmark is a well-known brand and we wish to add value and solutions that fulfill customers' needs," he added. "We are looking to build the relationship in the UAE and then copy the model in other markets."

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