Cooler Master has revealed that branding is key for the vendor in its latest channel push in the UK.
Cooler Master's marketing manager Miodrag Relic revealed that the first move was the dropping of distributor Bosse and the signing of A One Distribution while speaking to HEXUS.channel's Scott Bicheno.
"Our channel strategy requires partners who are capable of giving us the level of support that we need," referring to the dropping of Bosse. "We are engaged in a strong branding strategy and we want to be in a position to provide maximum support for our channel partners via our distributors."
When asked for more information on the decision to drop Bosse, Relic replied: "We're looking for strong, long-term relationships with our partners."
He also revealed that the firm is planning to expand its range of products to include external storage and laptop accessories, with the move being cited as one of increasing its profile among PC users.
A One Distribution joins Realtime Distribution and Boston as the firm's full distribution line up.