Lexar returns, appoints three disties to target IT channel

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Lexar returns, appoints three disties to target IT channel
Lexar's 1TB Professional SL100 Pro Portable SSD.

Flash memory vendor Lexar has returned to the Australian market, this time under new ownership and with its sights set on partnering with the IT channel.

Lexar was once a popular flash storage memory card vendor aimed at photographers and consumers, but in June 2017 parent company Micron discontinued the brand.

The Lexar brand was acquired in August 2017 by memory-maker Longsys, which has since worked to re-establish the brand and its product lineup.

Longsys rehired former Lexar and Crucial national sales manager Richard Clarke to lead its Australian relaunch as regional sales director for ANZ.

Lexar has conducted a soft launch in Woolworths to test the waters on whether there was still retail interest in the brand.

Clarke told CRN there was still a lot of brand equity in the market, and Lexar is now looking to expand its national retail channel as a result.

Clarke is a one-man show running Lexar at present, responsible for regrowing the brand and regaining its presence in the retail sector. He’ll also be responsible for bringing the brand to the IT channel with Lexar’s SSD products, a new market for the vendor off the back of the Longsys acquisition.

Lexar has already got a foothold with distributors to help with the reintroduction to the market. Clarke partnered back with UCC Australia to handle its retail channel, along with IT disties Leader Systems and Bluechip Infotech.

Clarke said going forward, his main focus would be on aligning these distributors with each of Lexar’s sales channels, which includes IT (corporate and government), photography, grocery, CE, offices and telecommunications.

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