ShoreTel drops Avnet

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ShoreTel (NASDAQ: SHOR) has dropped Avnet (NYSE:AVT) as a distributor in the UK and Benelux.

The move is part of a shakeup of the UC vendor’s distribution channel that has seen the firm terminate contracts with 10 distributors throughout Europe.

Darren Pattie, EMEA channel & distribution director at ShoreTel, confirmed the news today as the firm announced a new UK distribution agreement with Ingram Micro (NYSE:IM).

He told Channel Pro the “thorough and diligent decision” to cut Avnet was based on the distributor’s “current relationship and its capability and reach to grow the business moving forward.”

Pattie says ShoreTel will continue to work with resellers for a period of time to make the transition to other distributors “at no risk to customers, channel or the brand.”

He adds: “The intention is to manage it with sensitivity and professionalism to allow the channel to complete projects…and give them options to who choose to work with moving forward.”

Meanwhile, ShoreTel has extended its US partnership with Ingram Micro, where it will benefit not only from the broadliner’s geographical reach but its relationships with key ShoreTel partners such as HP, IBM and Polycom.

“In Europe we’ve seen the success of the business driven by SMB and the midmarket space, and we will continue to invest in those areas. In the UK we’re starting to see more interest and success in the enterprise space. [That has led to] a decision to establish a distribution landscape of growing our business in all spaces,” says Pattie.

The vendor is also extending its US and UK relationship with ScanScource to the Benelux and DACH region.

“We’re committed to build on this success by ensuring the most appropriate channel model that will deliver further profitable growth for our partners across EMEA,” comments Adrian Hipkiss, managing director of EMEA.

Elsewhere, Pattie says its fourth UK distie, Cohort Technology, “will continue to play a key role for ShoreTel.”

Under the new agreements, ShoreTel says it will invest in new recruitment bundles that will allow its disties to offer a bespoke package to its resellers, including enablement, leads, marketing support, point-of-sale material for reseller offices, demonstration equipment and sales support.

The company now has 21 distributors in EMEA.

Christine Horton

Christine has been a tech journalist for over 20 years, 10 of which she spent exclusively covering the IT Channel. From 2006-2009 she worked as the editor of Channel Business, before moving on to ChannelPro where she was editor and, latterly, senior editor.

Since 2016, she has been a freelance writer, editor, and copywriter and continues to cover the channel in addition to broader IT themes. Additionally, she provides media training explaining what the channel is and why it’s important to businesses.