binder is stepping up its push into the UK and Ireland connector market by signing a distribution agreement with Anglia. The deal is the latest move by the Germany-based circular connect specialist to raise its brand profile amongst the UK and Ireland customer base.
“There is some overlap in customers with Anglia, but it has lots of customers we don’t know,” says David Phillips, binder UK managing director.
The two companies have been talking since autumn last year.
“We both did our due diligence, and Anglia, like binder is a privately-owned company which gives us a common culture. That’s an attraction and importantly for us it has a design-in approach to distribution,” adds Phillips. “There are off the board and on the board synergies and it gives binder access to new markets including the CEM sector.”
He also cites test and measurement, lighting and medical as markets where Anglia can strengthen binder’s presence.
What Phillips describes as “a sizeable inventory” is already in place at Anglia’s Wisbech headquarters.
“It covers 250 parts to kick off the agreement. I would expect that to grow to 1,000 in three years time,” says Phillips.
Phillips and his Hemel Hempstead-based team have been training Anglia’s 16 field application engineers on the technology and features of the binder product range as well as briefing the distributor’s 40-strong sales representative team.
The deal also puts binder alongside Anglia’s powerful line card which includes blue chip semiconductor companies Analog Devices and ST Microelectronics alongside world class suppliers such as AVX, Cree, Murata, TDK and Panasonic, thus putting binder in a good position to participate in Bill of Materials requirements.
binder’s high performance connector solutions designed for applications across a variety of industry sectors including automation, measurement and control, medical, geophysical, food and beverage and renewable energy.
David Pearson, Technical Director at Anglia, said, “The addition of binder greatly extends the range of connector options that we can offer, with a comprehensive range of sub-miniature and miniature circular data and power connectors for a broad range of industrial applications. binder has a lot of experience in this segment of the market and offers a deep and comprehensive range of connector options. We can see a great many opportunities to introduce the range to customers not already familiar with it.”
Anglia will stock a range of the most popular items from the comprehensive binder range of sub-miniature and miniature circular data and power connectors and make them available via Anglia Live. binder connectors serve a broad range of industrial applications including the automation, medical, LED lighting, rail and oil and gas markets.
In the picture l to r: David Pearson (Technical Director, Anglia), David Phillips (Managing Director, binder UK), John Bowman (Marketing Director, Anglia) and Sarah Porter (Marketing Manager, Anglia).