Leader attains official Intel Authorised Distributor status giving partners “greater opportunity”

The distributor and the tech giant have been partnering for the past 30 years.

Australian distributor Leader and Intel have deepened their long-term partnership, with Leader attaining Intel Authorised Distributor status.

Leader will support resellers with access to Intel-powered solutions across desktop, workstation, commercial, gaming, enthusiast and AI-ready computing categories.

Simon Yang, product and sales director at Leader told CRN Australia this expanded relationship with Intel is significant as it strengthens the company’s ability to invest in inventory, partner enablement, and market development initiatives.

“It provides greater access to Intel technologies, improved supply chain alignment, and positions us to accelerate growth in emerging segments such as AI PCs, edge computing, and high-performance business computing,” he said.

“As demand for AI-enabled devices continues to rise, this partnership ensures our partners have access to the latest Intel innovations backed by local expertise, support, and distribution capability.”

Leader has worked with Intel for more than 30 years as a OEM device manufacturer. Yang called Intel one of Leader’s long-stander and strategic technology partners.

“Over that time, Intel has been at the core of countless Leader-branded PCs, workstations, and corporate computing solutions delivered to Australian businesses, government, education, and channel partners,” he said.

For Leader partners, Yang said it means “more availability, faster delivery, and greater opportunity”.

“Leader's national footprint allows us to hold inventory closer to customers and provide rapid fulfilment across all major Australian cities,” he explained.

“In many metro locations, we can facilitate same-day or even two-hour delivery services through our logistics network.”

This expansion also increases Leader’s capacity to support custom built PCs, corporate deployments, and AI-enabled computing solutions.

“Partners will benefit from improved stock levels, enhanced access to Intel technologies, faster turnaround times, and local technical support that helps them win and deliver more business,” he said.

In a statement, Glen Boatwright, country manager ANZ at Intel said, “This appointment underscores Intel’s ongoing commitment to the Australian channel and to working with distributors that are focused on driving growth for our mutual partners.”

In this partnership, Yang explained that Leader wants to continue to grow their brand while supporting the broader Australian channel ecosystem.

“We want to increase the availability of locally assembled PCs, expand our corporate and enterprise computing offerings, and provide system integrators and resellers with a reliable local source of supply,” he said.

“This partnership will enable us to invest further in inventory, technical expertise, and AI-focused solutions, ensuring Australian partners can access the technology, support, and responsiveness they need to compete and grow in a rapidly evolving market.”

Yang is seeing a growing demand for AI PCs in the market.

“AI PCs are one of the fastest-growing segments of the market and are generating significant interest from businesses across Australia,” he said.

“Customers are increasingly evaluating how on-device AI can improve productivity, enhance security, reduce latency, and support new workplace experiences. We're seeing growing demand from corporate, education, government, and SMB customers looking to refresh their fleets with AI-capable devices.”

He ended, “As AI workloads become more mainstream, we expect adoption to continue accelerating, making AI PCs a major driver of future growth for both Leader and our channel partners.”