It looks like US memory and SSD maker Patriot is looking to increase its presence in Europe and has signed up Warrington component distributor VIP to help it achieve this aim.
To date, Patriot had let memory-specialist distributor Simms represent it in the UK channel, but VIP will give it more exposure, especially in retail, as well as offering more marketing help.
"Patriot has been focused on expanding our presence in Europe," said Johnny Van Esch, Patriot's European GM. "By partnering with VIP Computers we build upon our momentum and reinforce our commitment to build our channel presence.
"VIP Computers' targeted channel solutions and large customer network will allow Patriot to grow the brand in the UK. VIP Computers gains a strong partner with 25 years of manufacturing experience and who shares a business philosophy of offering high quality, innovative products."
Patriot is competing in a pretty crowded market. At the enthusiast end Corsair has diversified rapidly and OCZ is trying to keep up. In the mainstream channel it's up against the likes of G-Skill and Adata, while Kingston looms above all in the memory market.
"UK consumers are always on the leading edge of technology and looking for the latest and greatest products," said Duncan McAuley, purchasing director for VIP. "The Patriot brand is recognised as providing high performance, high quality products at affordable pricing levels. Patriot offers a broad scope of solutions which meet the needs of our small independent retailers, e-tailers and major high street chain partners. The partnership between VIP Computers and Patriot is a perfect fit."