Australia gets set for global Tech Data rebrand

Australia gets set for global Tech Data rebrand

Tech Data will reveal rebrand on 14 September

Michael Costigan - Tech Data Technology Solutions’ vice president and general manager, and interim general manager for Australia and New Zealand (A/NZ)

Michael Costigan - Tech Data Technology Solutions’ vice president and general manager, and interim general manager for Australia and New Zealand (A/NZ)

Credit: IDG

Australia is set to play host to Tech Data’s top brass next month, with the distributor preparing to reveal a global rebrand following its multibillion-dollar acquisition of Avnet’s Technology Solutions division.

US-based technology distribution powerhouse, Tech Data, wrapped up its US$2.6 billion acquisition of Avnet’s Technology Solutions business in February – a move that effectively saw Tech Data launch itself into the local market via Avnet’s existing presence in Australia and New Zealand.

Now, as the integration of the two businesses comes to completion, the new, combined entity is preparing to launch its new global brand on 14 September.

Marking the milestone, Tech Data’s Technology Solutions operation in Australia will play host to the distributor’s CEO, Robert Dutkowsky, as he unveils the company’s new post-merger identity.

“It’s a bit of a coup that we have our CEO, Bob [Robert] Dutkowsky, in town, because this is going global, and he’s chosen to be in Australian on the day,” Tech Data Technology Solutions vice president and general manager, and interim general manager for Australia and New Zealand (A/NZ), Michael Costigan, told ARN.

The big reveal will come almost a month after the business formerly known as Avnet Technology Solutions (Australia) Limited lodged a change of name filing with the country’s corporate regulator, listing its new name as Tech Data Advanced Solutions (ANZ) Limited.

While the legal name has changed, Costigan said that the global rebrand won’t necessarily result in a “massive departure” from Tech Data’s existing trading name.

However, there will be a rebrand aimed at reflecting the inclusion of Avnet’s Technology Solutions division in Tech Data’s global footprint.

“There’ll be a bit of a rebrand,” Costigan said. “Not a significant departure from what we’ve done, but we are bringing two organisations now under the one family, so to speak.”

The rebrand reveal will be accompanied by new information about Tech Data’s broader strategy going forward, along with how it engages with the business partner community and its suppliers as well.

The rebrand will come after a period of great change for the local operation of Tech Data’s Technology Solutions business, with long-time vice president and general manager for A/NZ Darren Adams, announcing his departure from the business on 18 July.

“Darren has achieved a great deal during his time with Technology Solutions,” Tech Data Asia Pacific president, William Chu, said at the time. “We sincerely thank him for his dedication to the business and wish him every success in his next endeavour.

“The Australia and New Zealand business is of great importance to Tech Data both from a regional and global perspective.

"Whilst in the role of interim leader, Michael Costigan will be focused on a smooth transition and be involved in strategic activities to support and drive growth for our partners and suppliers."

Tech Data’s local business has also seen a number of other departures since the completion of the Avnet Technology Solutions acquisition, as the company looks at the “reallocation” of existing resources to regions outside of Australia.

“To meet the changing needs of our business, Technology Solutions must regularly review, adapt and transform our model, programs and offerings,” the company told ARN in a statement in June.

“Whilst we continue to invest in targeted areas of growth, some of this investment may be supported by the reallocation of existing resources to other geographies in the region,” it said.

News of the “reallocation” came amid rumours of several redundancies for the company in Australia. ARN understands that at least three high-ranking, Australian divisional directors had been made redundant within a period of weeks earlier this year, according to sources close to the distributor.

While Technology Solutions Australia stopped short of confirming the local redundancies, it conceded that some local roles have been, or are in the process of being, shifted to other regions.

“In line with this approach we have decided to relocate a select few functional roles from the Technology Solutions Australia business to other areas of the business,” the company told ARN.

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