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Target Appointed Chieftec Exclusive UK Distributor

Tags: Target Components, Chieftec

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Target Components has been appointed exclusive UK distributor by components manufacturer, Chieftec. 

The agreement covers Chieftec's extensive range of PC and server cases alongside its award-winning power supplies.

Now considered a premium brand amongst PC enthusiasts, Chieftec established itself in the early 1990s as an innovative, high-quality OEM manufacturer. Being the first to offer cases in the ATX form factor and first to offer colour choices, Chieftec became the leading OEM manufacturer for other Tier 1 brands, taking around 60% of global sales by the end of the 1990s.

Having established itself as a standalone brand in the early 2000s, Chieftec's success was hindered by parallel importing distorting prices in UK distribution.

Chieftec's Senior Territory Manager, Roger Oka, explains, "This made it difficult for people to compete with the etailers on price, so we made our exit from the UK to concentrate back on the system integrator market. But in Q1 this year, we decided to reintroduce the Chieftec back to the UK, having learned from our mistakes."

He continues, "This time we knew we wanted an exclusive, long-term UK distribution partner that understood, and had access to, a broad reach of independent resellers, particularly systems builders and PC specialists - our search was successful once we met Target".

Target's Managing Director, Paul Cubbage, commented, "Chieftec's understanding of the UK market, and its desire to build a strong relationship with independent resellers is great news. The products' build-quality alone is fantastic but that the cases and PSUs are so competitively-priced means our customers can also make great margins."

The Chieftec range of cases and PSUs will also be available on Target's unique In-Store PC Builder and Custom PC Builder configurators, giving resellers even more options in building their perfect system.

The Chieftec range is now available exclusively at Target www.targetcomponents.co.uk.

See Chieftec personally at the Target Open Day 2014 on 19th September in Leeds - for more information, visit www.targetopenday.co.uk.