Cellnet completes corporate makeover

By Matthew Henry in Brisbane

BRISBANE: IT and telecommunications distributor Cellnet Group has completed a seven month-long restructure and yesterday presented its new corporate image and company logo to over 100 selected retailers and resellers flown in by the company to a function at Indooroopily Golf Club.

The restructure has merged the company’s six separate distribution divisions into one business with a unified company structure and branding.

“Cellnet started as a telco business and bought an IT distributor called IT Wholesale, and kept running it separately. It then bought a component distributor called Cassa, and it bought other companies – but all of those were kept separate. What we have done is put them all together and make them one company,” said Cellnet Group managing director, Adam Davenport, who spearheaded the restructure after being appointed eight months ago.

Seventy-five staff we made redundant during the process of merging the various divisions, but Davenport believes the restructure has steamlined the company and broken down the walls between divisions, allowing for retailers to more easily secure products from the company’s diverse portfolio which includes Sony audio accessories, Apple iPods, Samsung mobile phones, Lexmark printers and a range of laptop computers.

“Cellnet should now be considered by electrical retailers as an interesting proposition as a way of getting access to a broad range of products,” Davenport told current.com.au.

“We’re unique in terms of the breadth of our range, from laptops to iPods and right through to mobile phones. Of course there are different ways that retailers can source those products, but what they are looking to do is reduce the number of suppliers they have.”

Although Cellnet’s strongest ties are in the IT and telecommunications reseller channels, the company supplies products to Retravision, Betta Electrical, JB Hi-Fi and Wow Sight & Sound and is looking to expand further into the consumer electronics channel.

“It (electrical retail) is a very tough market, but we’ve got a program to increase our penetration in that space,” he said.

Davenport confirmed that Cellnet is in discussions with more electrical retailers, but would not disclose any details.

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