Anglia Components announces that it has expanded its authorized sales territory by encompassing the Nordic and Baltic regions through an improved franchise agreement with STMicroelectronics.
This strategic move demonstrates STMicroelectronics’ confidence in Anglia’s ability to propel market expansion in these regions.
In contrast to the globalized, homogenous approach used by many US-based chip makers, which eliminates consumer choice, it also reaffirms the top semiconductor company’s commitment to a regional distribution model.
To support this expansion, Anglia Components will be recruiting a Nordics Manager and Field Application Engineers (FAEs), based in the territory.
Key Comments
Comments John Bowman, Anglia’s Marketing Director: “Anglia’s ethos has always been to listen to customers’ needs. We believe that this is the way to build a strong, valuable and resilient business model. The so-called ‘High Service’ and broadline fulfilment distributors do not support the complex needs of the smaller and medium-sized customers, and critically they do not provide access to engineering resource.”
“Their commitment is primarily to their shareholders, not their customers, so even basic services like holding inventory are not adequately supported. In direct contrast, Anglia values customers of all shapes and sizes, we focus our efforts on nurturing these relationships to grow and benefit together. This customer centric approach means they can always rely on us to provide technical and commercial support, and have access to our vast, locally-held inventory, said John.“
Adds Frank Wolinski, VP Channel Sales, EMEA at STMicroelectronics: “We are impressed by the innovation and ambition shown by Anglia. They have demonstrated their commitment to ST with initiatives such as the Ezysample program, which enables customers to get free samples of every ST new product introduction (NPI), and the fact that they stock more ST devkits than any other distributor. We believe that Anglia can bring the same levels of service and customer engagement for ST in the Nordics (Denmark, Finland, Norway, Sweden) and the Baltics (Estonia, Latvia, Lithuania) that they have offered for over 50 years to customers in the UK and Ireland, expanding ST’s market presence in these important regions.”
Just as in the UK and Ireland, Nordic & Baltic customers buying ST through Anglia can also use Anglia Live, Anglia’s e-commerce platform which offers a FedEx 1-2 day delivery service across the region.
