Man & Machine gets facelift

change blocks

Design software specialist Man and Machine is set to reveal its new identity following the recent sale of its Autodesk (NASDAQ:ADSK) distribution business.

Until recently Man and Machine UK had been one of the CAD software giant’s two distributors in the UK alongside Datech. However, in September the German firm announced it was offloading its Autodesk distribution rights to its rival. The company has now re-branded its remaining distribution portfolio – which includes vendors such as NVIDIA /PNY, AMD, HP and Dell – as Elmtec.

“It is important that Man and Machine retains its established values but at the same time develops a new and modern identity for its distribution arm,” says Jasmine Gledhill, marketing director at the distributor. “The rebranding exercise will ensure that we get the right message out there. We feel it’s important to let people know what Elmtec stands for.”

A new website launches today, and will, says the firm, allow resellers to source stock levels, see price lists and account history as well as an online ordering.

Of interest to its channel partners will also be the news that the firm is to follow in its German parent’s footsteps by creating a niche for itself as a reseller, and is to start selling Autodesk software directly to customers. The VAR arm of the business will retain the Man and Machine name.

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.