VIP Computers has confirmed that its partnership with long-standing ally AMD is “evolving”.
In a Q&A issued to IT Channel Oxygen (see bottom), the distributor said it is “tightening” its focus on independent computer retailers as a result of the change.
“This change relating to AMD allows us to better serve a part of the market that plays a vital role in the computer technology ecosystem, with independent retailers offering specialised knowledge, personalised service, and custom-built solutions,” VIP stated.
“This new focused approach will finally enable us to provide them with the dedicated support they require.”
Ranking 13th in IT Channel Oxygen’s recent 50 Must-Know Distributors, components specialist VIP Group saw revenues fall 17% to £186m in its year to 30 June 2023, £156.7m of which was generated from the UK.
The Warrington-based outfit counts AMD as one of its key allies alongside the likes of AOC, ASUS, Corsair, Gigabyte, MSI and Razer, Palit, Coolermaster, Thrustmaster, Hyte and Brazen.
Partnership evolving to “suit both businesses better”
A source close to events was quick to refute any suggestion that AMD – which saw full-year 2024 revenue rise 14% to $25.8bn – is reducing its relationship with VIP.
“It would be inaccurate to say it’s a termination, because AMD is still working with VIP. The change in partnership allows VIP to address a different kind of market from what they’d done in the past, such as the independent PC retail channel,” they said.
“The partnership is evolving to suit both businesses better. VIP will do more with some customers, some customers will fall away, and for some customers it will be business as usual.”
VIP claimed that adding the ability for its independent resellers to purchase AMD CPUs at a competitive price makes it “the one-stop destination and enables resellers to offer their customers a complete solution for AMD powered systems”.
“The transition is already underway and independent PC retailers can contact us to learn more about the new AMD opportunities available to them,” it stated.
“We believe this new focus will bring even greater choice and value to the market, benefitting the entire PC ecosystem.”
Full press Q&A
What is changing about the relationship between VIP Computers and AMD?
• Our relationship with AMD is evolving. VIP is known for offering unrivalled customer support whilst providing a broad selection of products, to the breadth of the UK channel. With this evolution we are tightening that focus – in addition to our strengths in facilitating business for our largest etail and high-street retail partners, this change will allow us to specifically target and support independent computer retailers. This change relating to AMD allows us to better serve a part of the market that plays a vital role in the computer technology ecosystem, with independent retailers offering specialised knowledge, personalised service, and custom-built solutions. This new focused approach will finally enable us to provide them with the dedicated support they require.
What does this mean for customers?
• This transition is a big win for the independent computer retail channel. VIP Computers is an experienced distributor with a long history of working with AMD, and we are specifically tailored to their needs. This move will now allow us to offer competitive pricing to all customers and across the entire AMD CPU range.
What are the benefits to independent retailers?
• Adding the ability for our independent resellers to purchase AMD CPUs at a competitive price makes VIP the one stop destination and enables resellers to offer their customers a complete solution for AMD powered systems. On top of this, VIP have dedicated account managers who are on hand to assist from pre to post-sale, reliable next day delivery as standard and direct vendor support, which makes this an exciting time for independent customers to be partnered with VIP.
When does the relationship change come into effect?
• The transition is already underway and independent PC retailers can contact us to learn more about the new AMD opportunities available to them.
What does this mean for VIP?
• We are incredibly excited about the future and our relationship with AMD. We believe this strategic shift will be a positive change for everyone involved. We are keen to work closely with independent computer retailers and help them deliver the latest AMD solutions to their customers. We believe this new focus will bring even greater choice and value to the market, benefitting the entire PC ecosystem.
Who can we speak to at VIP about AMD products?
Head of Sales: Craig Smith – [email protected]
