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UK distributor targets share of Middle East market

Components specialist hires ex-eSys head to lead Jebel Ali-based operation

UK distributor targets share of Middle East market
VIP Computers plans to serve customers in the Middle East, Africa and South Asia from Jebel Ali.

UK components and software distributor VIP Computers is preparing to slug it out in the cut-throat Middle East distribution sector after opening a subsidiary in Dubai.

The company has set up an office in Jebel Ali from where it will target customers in the Middle East, Africa and South Asia. It says it intends to provide "focused" distribution solutions to clients across the region by partnering with select manufacturers.

VIP has been gearing up for its official Middle East arrival for the past six months. Back in July it appointed Harprit Singh, the former European director of Ezy Infotech (previously eSys), to launch and run the operation.

"Despite the negative impact of the global financial crisis, the Middle East, Africa and South Asia remain markets with huge untapped potential," said Jatti Sahni, chairman of VIP Group. "We have seen a steady growth of demand from our existing customers in this region and have decided to set up locally in order to provide an impeccable service to them but without charging an unwarranted premium for it — something that seems a common practice in the market."

Sahni added: "Our aim will be to translate our European success to this region by focusing on our core values — transparency, flexibility, and partnership. We intend to listen to what our clients need and will provide reliable solutions."

It is not yet clear which brands VIP will offer locally in the Middle East, however in the UK it carries products from vendors such as Microsoft, AMD, A-Data, Palit, Nvidia and Sony. It also claims to be the largest Asus distributor in the UK.

VIP, which was established more than two decades ago, has operations in Spain, the Netherlands, Romania, Taiwan and the US as well. The company generates sales of around US$250m a year.

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