Syntech Distribution has grown beyond its Cape Town foundations and today is a force to be reckoned with across South Africa.
The Johannesburg operation, headquartered in Samrand, handles sales, channel relationships, and support.
Francois Lottering, regional director of Syntech Distribution, has responsibility for the Gauteng and KwaZulu-Natal businesses.
He explains that the 3 000 square metre regional warehouse holds stock for all the distributor’s products, with about 60% of the group stock shipping from the Johannesburg facility.
Products and services
Reseller partners in the inland provinces as well as KwaZulu-Natal are supported from the Johannesburg office.
Apart from expected services like stockholding, marketing, finance and sales support, Syntech offers a number of other value-adds to its channel.
Arguably the most popular with partners is PCBUiLDER, Lottering explains. “We are seeing great demand for PCBUiLDER, and it is a big part of our expansion plans.
“It’s innovations like this that keep the business exciting, along with the new brands and opportunities that we keep bringing on board.”
While Syntech made its name in the gaming sphere, it is seeing healthy growth in the business and government fields as well, Lottering adds.
This is good news for local channel partners, who now have access to a range of solutions, including from global players like Acer and ASUS.
These complement the gaming brands that Syntech made its name on, its range of components, and its own-brand accessories.
The expansion is not set to stop any time soon: Lottering says the company is continually taking on new products and developing them in the local market.
“We have not only sourced and developed our own lines, but taken little-known global brands and turned them into local market leaders,” he says, pointing to the success of Redragon in the local market.
The distributor is also growing its business through new channels, and works with both Amazon and Takealot to reach consumers.
Going forward
Consistent and continual growth is the mantra that Syntech Distribution strives for – and the Johannesburg operation is leading in a number of ways.
One of the more exciting new moves is the launch of a new warranty centre in Samrand.
Lottering explains that the ability to service the products it sells has always been one of Syntech’s core philosophies.
“The warranty centre is going to play a key role in our growth going forward,” he says.
The warranty centre will take over all of Syntech’s reseller support and warranty services, and an increasing number of out-of-warranty repairs as well.
The 1 000 square metre facility, which now houses the technical team, includes a new workshop, after-sales support, and telephonic support.
It also caters for end user customers, who can walk in with products that need to be repaired, and buy spares.
Syntech celebrates a year in Durban
It’s been a year since Syntech Distribution opened its Durban branch, and customers are feeling the difference.
“Having an office there means we are a lot closer to our KwaZulu-Natal customers now,” says regional director Francois Lottering.
“We are able to get a better feel for what is required in the region, and pivot to meet the customers’ needs.
“Before this, we had people on the ground, but having a fully-fledged branch and warehouse means we have a much wider reach.”
The decision to open a Durban branch was taken after Syntech ran a roadshow in the region three years ago.
“We realised there were real opportunities in the region which we could better address if we had a local office,” Lottering reminisces.
“And we are already reaping the rewards. After just one year, we are already recognised as a leading player in the KwaZulu-Natal market.”