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Altronics stirs up east coast distribution

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Perth-based Altronics Distributors is setting up a component distribution warehouse in Auburn in Sydney’s west, which is set to open in February 2004.

The company has been established in Perth for 25 years and carries a range of electronic components and products, according to general manager Brian Sorensen.

“We’re a Perth based company but we have a strong customer base on the east coast,” Sorensen told Electronics News. “This is an exciting phase in the growth of our company and we expect to become a significant player in the market in the next two to three years.”

The company already has a sales office in Sydney consisting of seven representatives, but is currently servicing customers from its distribution facilities in Perth.

“The new facility will allow us to distribute our products up and down the east coast from Sydney rather than having to wait four or five days for products to come from Perth,” Sorensen explains. “We expect that within two to three years we’ll have at least 20 people operating out of Sydney.”

The company also projects significant sales growth as a result of the opening. “We’ll be looking at doubling our turnover in a short space of time and trebling it within five years,” Sorensen claims. “It would be difficult to achieve by the end of this financial year but in 18 months to two years time we should be well placed to significantly increase our sales on the east coast.”

Sorensen isn’t phased by the existing level of competition in Sydney. “Competition is always healthy and we pride ourselves on our service and commitment to our customers,” Sorensen comments. “People will buy product at places they can get good service and reliable quality. Price is not always the issue but we have to be competitive.”

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