Cherry outlines new direct approach to UK channel

Following the closure of its Luton office at the end of last year, keyboard maker Cherry has detailed its new direct approach towards to UK market.

The firm will be implementing its GSP (Gold, Silver and Platinum) scheme to build up resellers and certified accounts in the UK.

“There has been a very smooth transition over to the new business model and our three distributors are finding the change to direct business helpful to their business,” Jesper Frandsen, Cherry’s country manager, told PCR.

“The new GSP model is starting to take shape. It’s business as usual for the Cherry brand regardless of the closure of the UK office.”

Cherry’s GSP scheme is a partner programme designed to assist its distributors by increasing the business that is placed through them, as well as helping retailers and resellers ehnance their business with Cherry products.

This means the firm no longer deals with accounts directly, but instead everything is put through the distribution channel.

“With GSP, we will deal directly with the distributor’s customers (resellers/certified accounts) but only to assist with marketing support, bonuses and project discounts,” explained Frandsen.

There are three levels in the GSP scheme – Gold, Silver and Platinum, with the incentives increasing depending upon the level of business placed through distribution.

“Initially, we are looking to sign-up some of the top distribution accounts, but we’re also interested in hearing from other potential partners,” said Frandsen.

You can find out more about Cherry’s partner programme at

Cherry closed its Luton office after 43 years of trading in the UK. The keyboard and PC accessory vendor was bought by ZF in 2008.

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