Accessories haven’t traditionally got the attention they deserve in the South African market – too often, they are bought as an add-on to a PC or phone purchase without too much thought given to which accessories offer the best solution.
But there’s a lot more to the market segment, says Ed Renno, CEO of Fast Forward IT (FFIT), who realised that South African users and resellers deserved more and set up a specialised accessories distributor that’s been doing just that for the last 15 years.
How it all started
Renno explains that he got his start in the IT industry in 2000. “After I matriculated, I literally walked the streets of Cape Town looking for a job.
“Ernest Walker gave me a job at Mustek, where I started off packing boxes.”
Soon after that, Renno moved into sales, where he was quite successful. “Walker told me I was a good salesperson, and suggested I move to Johannesburg.
“I did that, and worked for Shereen James in the retail division, where I stayed for the next five years.”
In 2005, Renno joined Tarsus to set up a new division to distribute into Africa, a position he held for the next five years.
“I did a lot of travelling in sub-Saharan, building up the export division and an ecosystem of resellers. By the end of five years, we had a team of 10 people.”
When Pierre Spies left Tarsus, Renno did some introspection into his own future. He soon moved over to Core Group, where he worked for the next six months.”
“All of this time, I was thinking that there is an opportunity in the market that no-one was looking at,” he shares. “The iPad had just launched, and there was nowhere to get accessories for it in South Africa.
“This was pretty much true for most hardware devices: yes, many of the distributors carried accessories, but there wasn’t a fully-fledged IT accessories distributor focusing solely on that market segment.”
Renno decided to bite the bullet and, in 2009, flew out to the UK to meet with Kensington. “They already had a distribution partner in South Africa and told us to call them again in six months’ time.
“So over the next two weeks, I literally approached as many international brands as I could to try to secure some products.
“Then, just two weeks later, Kensington came back and said if I could do a specific number, they would give me a contract. So I ordered stock, picked it up at OR Tambo and went out to try to sell it.”
Renno was fortunate in his industry friends, who helped him get a foothold in the industry, and he soon sold out the initial order.
“I started bringing more stock into South Africa, and resellers started to hear about us. Before we knew it, even big resellers were coming to us to get their hands on a wide range of Kensington solutions. 2010 was a good year.”
By the end of his first year, Renno could start holding more stock. A significant event was getting credit lines from Kensington, and a formal account.
This allowed him to start taking more risks with the business – and he realised it was time to formalise it as a fully-fledged distributor.
“I didn’t know what to call the business,” Renno shares. “But I saw a Standard Bank advertisement with the slogan ‘moving forward’, and I thought Fast Forward was an appropriate name for this business.”
Moving forward – fast
The distributor has lived up to its name: for the last 15 years, it has been the sole importer for Kensington and delivered massive growth for the brand.
FFIT has also become something of a trailblazer in the distribution space: when Takealot opened its doors, FFIT was its third supplier. “Our account number is literally number 3,” says Renno.
The Takealot relationship helped to push Kensington to an even wider audience. And as one of its first distributors, FFIT has been through a learning curve with Takealot.
“Because Takealot was sharing market data, we were able to get a good idea of what the market wanted, and this allowed us to broaden our offerings with solutions we knew would be popular.”
Realising that there was a market for a well-priced quality accessories range, FFIT started bringing in its own brand, Tuff-Luv.
A South African ex-pat in the UK had actually developed the brand out of China, which FFIT was able to share with him as it developed the market.
Tuff-Luv includes tablet accessories, phone covers, cable and mice.
“Basically, whatever the market wants we can source and brand. We do strict quality control both at the manufacturing plant in China and again when the products arrive in our warehouse.”
Following the success of the Tuff-Luv range, FFIT realised there was also a healthy market for high-end Apple consumer accessories, and so it started bringing in the US-based Macally brand.
“This is not a particularly extensive range, but the accessories are designed to fit Apple devices, and there are some die-hard fans who love it. It has got almost a cult following,” Renno says.
In 2015, FFIT started distributing the Port Designs bags and sleeves, but ended this contract three years later.
“In 2018, we had an approach from Targus, which was looking to expand its presence in the market with a dedicated accessories distributor.
“Taking on Targus has been one of the best decisions we’ve taken. We bring in the full Targus range – around 150 SKUs – and have become synonymous with the Targus brand.”
Another big name became part of the FFIT stable in 2023, when it signed up Belkin.
“Anywhere in the world, when you walk into an Apple store, you will see Belkin accessories,” Renno says. “We showed Belkin that we are fully committed to accessories, and they appointed us as their South African distributor last year.
“In the last 18 months, we have delivered 60% growth in Belkin sales. In fact, it is our fastest-growing brand.”
With two major brands – Kensington and Targus – in its stable, complemented by the ubiquitous Belkin, the affordable Tuff-Luv and the high-end Macalley accessories, Renno believes FFIT is in a good position to consolidate its position as South Africa’s leading accessories distributor.
“We have the entire complement of accessories, from inexpensive to mid-range and premium, so we can deliver whatever the customer wants.”
The channel has been key to FFIT’s success, Renno adds. “We have been very fortunate in that the channel has worked with us, recognising that we are totally focused on accessories, and understand the game.”
Demonstrating that it’s not afraid to carry on trailblazing, FFIT was the first distributor to sign up with Amazon.
“We knew Amazon was coming to South Africa: I got the right leads and we become their first supplier in this market. We were basically their guinea pig and tested the systems and processes with them.”
The FFIT operation
FFIT’s head office and warehouse is based in Modderfontein, Johannesburg, with 22 staff members. It also have a fully-fledged sales office in Cape Town.
It supplies accessories in South Africa and neighbouring countries.
Currently, FFIT shares warehousing space, but is busy building its own warehouse so it can better compartmentalise the various brands.
Looking ahead
The future is exciting, Renno says.
The vendors are constantly adding new and innovative features to their products, anticipating market moves.
For instance, sustainability is a big issue at the moment, which is being reflected in new products.
Kensington, for one, has launched its EQ range that puts sustainability and eco-friendliness at the centre of the value proposition.
When corporate customers start to insist on environmentally-friendly products, vendors like Kensington and Targus will be ahead of the game with solutions already in the market.
“Corporates are starting to look at the implications of their product choices, so the brands that are ahead of the sustainability curve are going to win,” says Renno.
“Kensington has a great saying, that they are held to a higher standard. And, while they might not be the cheapest solution in the market, they develop products that achieve that higher standard.”
How does FFIT see its future? “It is still our dream to be the biggest IT accessories distributor in the region,” Renno says. “We are not the biggest, but we are certainly the most focussed.
“We will always offer the best advice, and keep our stockholding high. So when a reseller gets a big order, they don’t have to wait for stock to fulfil it. In fact, I think we have the biggest range of stock in-country, with 3 200 active SKUs from mice to locks, from bags to screen protectors.”
Because it specialises in accessories, FFIT has a cordial relationship with other distributors, who can access their stock where necessary.
The distributor isn’t planning on expanding its vendor line-up. “We’d rather consolidate with what we have,” says Renno. “We need to do justice to the brands we represent, and avoid overlaps. We aim to the best we can be for each vendor.”
This plays out in the fact that FFIT has an extremely low rate of complaints or returns. “If you buy the right products for the business, they might not be the cheapest but they are fit for purpose and they last.”
2025 promises to be the best year yet for FFIT, Renno adds. “The business is in a growth phase and we will lay the foundations for our new warehouse next year. The facility will be ready for us to move in by 2026.”
Yes, the market is slow at the moment, with corporates still trying to get to grips with new technologies. “But, once there is clarity on where the hardware devices are going, they will need to be secured, and accessories will follow.”
Meet the team
George Metcalfe, financial and operations director
George Metcalfe is one of the Fast Forward IT founders, having been with Ed Renno from the start in 2009.
“Our goal was the be the number one accessories distributor in South Africa,” he says. “Every user that has a device needs accessories, and we aim to be the company that provides them.
“Since 2009, we have grown the business with great brands, underpinned by reliable service, great pricing and fast turnaround.”
Focus is important, Metcalfe adds. “Our focus is on the IT channel, promoting resellers who service the end user customers, and advising them on the best products.
“Our goal is to be the channel go-to when it comes to any accessories.”
The key to achieving this goal is focus, he says, and FFIT ensures it has the products and skills that allow it to succeed in this fast-paced market.
Jonathan Hatton, sales director of Fast Forward IT
Jonathan Hatton first got to know Fast Forward IT when he was selling them a warehousing/logistics solution.
“Ed [Renno] and George [Metcalfe] saw the value in me and offered me a job selling on one of the FFIT brands,” he remembers.
Today, Hatton is in charge of driving sales in the Johannesburg operation, ensuring that the FFIT name and the brands it represents are well known in the market.
“My main focus is after-sales support, and ensuring quick turnaround on support. The FFIT name is already well-known in the market, and my focus is to complement that by ensuring we have a strong sales team building on that foundation.”
In a fast-moving industry, staying current, maintaining customer relationships and ensuring strong support are key, Hatton adds.
“We are a big player in accessories but, because we are still smaller than the broad-based distributors, we have a greater degree of flexibility. So when there is a decision to be made, it’s easy to do.
“And there is always stock on hand, which is absolute gold in this market.”
Of course, having great brands to sell helps at lot. “The have great-quality brands, and also a cost-effective option,” Hatton says. “Having that mixture is important.”
Hatton loves building new relationships with resellers and customers. “People buy from people, and relationships are everything to me,” he says.
On a personal level, Hatton spends his spare time with his four children (7 and four years old, plus 10-month old twins), playing golf and doing cross-fit. “I find cross-fit helps me in life and in business. We all have dreams and, to achieve them, you have to push through.”
Bongi Ntonga, internal account manager at Fast Forward IT
Bongi Ntonga started off doing administration work at Fast Forward IT, but has grown into a sales role.
Today, she manages internal accounts: quoting, loading orders, sending stock file, and updating stockholding reports. She has also assumed responsibility for some external customers as well.
“At FFIT, we create relationships with our customers, whether they are big or small,” she says.
Having worked in a shoe store, Ntonga says she learnt that selling is about what’s good for the customers – a philosophy that fits in well with the way FFIT does business.
“We go beyond distribution: our goal is to assist every customer as quickly as we can. Our turnaround on response is less than 20 minutes, and we aim for next-day delivery if it’s at all possible.
“We also believe in after-sales service. If there is a problem, we offer a next-day warranty.
Ntonga spends her spare time with her daughter (20) and son (13).
Tresigue (Trey) Christian, sales development and account manager at Fast Forward IT
Trey Christian swopped life as an accounting student for a job in sales – something he says is his first love.
Having worked in hardware sales, he joined Fast Forward IT in March 2023, with responsibility for selling all of the distributor’s brands.
“Because we have a wide range of different brands we can find the right solution for every customer,” he says. “I want to make sure customers are happy with their purchase and will always try to offer the best advice.”
It’s this flexibility that sets FFIT apart, he says. “The fact that we go above and beyond to help customers is our strength. And we have a great turnaround time, we will pull whatever strings we need to ensure the customer gets the solution as quickly as possible.”
Christian spends a lot of his time working with the customer, offering advice and ensuring that the technology works.
Anel Lotter, Cape Town sales and branch manager
Anel Lotter joined FFIT in November 2019 as an external account manager, and has since risen to the position of sales and branch manager for Cape Town.
He is a veteran in the distribution and vendor environment, before receiving an offer from FFIT. “And not a day goes by that I am not grateful that I made the change and joined a winning team,” she says.
Building a strong sales team in the Cape and Coastal region is made easier by the fact that FFIT is well-known name in the accessories space, Lotter adds. “We are a small but powerful team. We pride ourselves on being trusted advisors to the reseller industry, with a superior range of brands on offer.”
This engagement with resellers is the highlight of his job, Lotter adds. “And, although some days stressful, I know I can depend on a great internal team to assist.”
Family is important to Lotter and on the weekends she enjoys spending time in nature and hiking with her two boys.
Heiden Pietersen, sales and sales administration in Cape Town
Heiden Pietersen joined FFIT from the reseller environment, assisting with the back-office for external sales and generating internal sales.
He enjoys the close-knit culture at FFIT, and its focus on excellence. “In the short time that I’ve been at FFIT, there are so many stand-out characteristics of our family-like company. And we go over and beyond for the benefit of our clients as well as their end users, striving to assist beyond just order-taking and invoicing.”
This service includes recommending the best possible solution, and making an effort to ensure the readiness of listed stock lines, Pietersen adds.
Outside of the office, Pietersen loves sport – he plays baseball/softball and football and is an avid support of both disciplines as well as MotoGP – and spending time with his close-knit family and two children.
Damon Kulp, sales development and account manager
Damon Kulp looks after external sales, responsible for bringing in new business for FFIT. He started at FFIT in 2019 in internal sales, and has grown into his current role.
What he loves about FFIT is the passion for giving customers the best possible service – in and outside of working hours. “Our response time, the relationships we have and the commitment to our customers, ensuring that they can trust the solution we’re selling.”
The company values are driven from the top, he adds, with CEO Ed Renno setting a sterling example to staff.
Kulp has a growing family that keeps him busy outside of work. He’s also a car enthusiast and a keen photographer, having studied Fine Arts specialising in Photography at UCT.
Cristen Correia, internal sales and sales administration
Cristen Correia joined FFIT about 18 months ago, assisting the sales team and partners wherever possible.
She is loving the challenge of learning new skills. A stand-out feature of the job is the support and guidance that FFIT offers to its partners.
At home, Correia is a dog enthusiast, and enjoys all things travel and cuisine. “I have also been blessed with an awesome family,” she adds.
Sidebar
The FFIT line-up
Kensington
From docking stations to computer cable locks, from mice and trackballs to ergonomics, Kensington designs, enginees and builds award-winning products that are trusted by professionals around the globe.
Trusted for more than 40 years, Kensington is built on four timeless core values:
• Design – Through meticulous research, design, and engineering, Kensington solutions meet the ever-changing performance and compatibility needs of today’s professional.
• Quality – The Kensington Engineering team has three decades of experience in high-volume manufacturing of hardware IT products. Rigorous test cycles and quality control means all products are tested above industry standards.
• Support – Kensington’s clients are around the world, and include companies large and small. Every customer is treated as a top-tier professional, no exceptions.
• Sustainability – Conscious Design, Kensington Quality. The Kensington EQ line represents a commitment to reducing our environmental impact without compromising on the quality and performance.
Targus
Targus debuted the original laptop bag in 1983 and has since spent thousands of hours studying how people work. Focused on quality and expertly designed to meet the needs of the on-the-go professional, the Targus standard is a step above. And a step ahead. Thoughtful solutions and high-quality products anticipate business needs and help their employees achieve more, faster.
Technology is evolving at a crazy pace – yet one thing that’s remained constant is the inherent need to carry, connect, and protect it all. Regardless of which technologies come and go, Targus helps you seamlessly integrate tech into your lives to provide you with everything you need to live, dream, and do.
With an insight-driven approach, global reach and commitment to quality, Targus meets users’ performance, style, and protection needs – whether they’re a large enterprise, a small business or an individual who needs to get work done.
Macally
Macally has been empowering Apple users with elegant, innovative tech accessories for over 30 years.
With a history of innovation, Macally crafted the iKey Keyboard back in 1993, around the time Apple released the Macintosh Power Book. It has continued to design products that seamlessly integrate with Apple’s suite of devices, ensuring a harmonious tech experience for all. From keyboards with built-in USB hubs, spill-proof designs and multi-device syncing, to laptop stands, USB lighting and iPhone stands, Macally meet the intuitive needs for all our customers.
All Macally devices are covered up to two years with a lifetime of customer-centric support.
Belkin
People-centric design and an obsession with details are at the core of Belkin’s value proposition.
Quality is key, so industry-leading specifications deliver high-quality user experiences with the best of the best in functionality and durability.
Trust, security, and dependability are ensured with multiple tests for strength, durability and usage that pass Belkin’s standards before any product is released.
Designed at its Los Angeles headquarters with simplicity, elegance, efficiency and precision in mind, Belkin products are engineered with multiple purposes, ergonomic assessments and sustainable materials.
Tuff-Luv
Tuff-Luv delivers a vast array of top-notch cases that can be personalised or simply provide functional benefits.
From the launch of iPod covers in 2006, Tuff-Luv has diversified its product line to include a broad range of accessories. Whether you groove to the music on your MP3 player, share memories via tablet, or interact with your smartphone, there’s have a case that’s perfect for you. And if you’re looking for a functional case for your Garmin, Wahoo, or Hammerhead Karoo GPS, Tuff-Luv has got you covered.
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