Middle Eastern value-added distributor StarLink has laid out ambitions to break into the European market, after opening a new office in the UK.
Headquartered in Dubai, StarLink holds a portfolio of security vendors including FireEye, Dell Security, Palo Alto, Trend Micro, and Cylance. The firm claims to have a network of 250 IT security VARs and system integrators and an on-the-ground presence in 11 countries, primarily across the Middle East and Africa.
The UK office, located in Mayfair, London, will be managed by Avinash Advani, StarLink's senior vice president of strategic alliances and international markets, who will be responsible for growing the company across Europe.
"We have built a great story in the Middle East, Turkey, and Africa regions over the last decade, and increasing our coverage across Europe is an essential part of our international expansion initiative. Our plan is to drive our European expansion by replicating our 'True VAD' business model into the UK, and then progressively covering the rest of Europe over the coming months," said Advani.
"StarLink's vendors have consistently supported our expansion efforts. Being geographically closer to vendors' EMEA leadership teams, has accelerated the process of our contracts being extended, with several vendors giving us immediate distribution coverage across Europe due to the value they have seen in other regions."
Along with tightening its vendor relationships, Starlink is looking to sign on more security-specialised VARs as part of its European expansion.
A "core team" will initially work from the new UK office, but Advani is already looking to fill positions for a channel manager, regional sales manager and other sales roles.
StarLink claims that it has grown overall revenues organically at an average rate of 60 per cent year-on-year, and expects to turnover $145m in 2016.
The firm said its strategy for the remainder of 2016 is to work closely with vendors and extend distribution contracts into Europe.
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