Synnex Launches Home Electronics Division

After one false start, Synnex has officially launched a consumer-electronics distribution division.

Led by Gary Palenbaum, vice president of product management at Fremont, Calif.-based Synnex, the NEXCE division will target commercial IT integrators, custom home installers, and regional and national retailers. Palenbaum couldn't be reached for comment.

Synnex tried to launch an Entertainment Technologies division two years ago. The venture never gained much traction because it needed more time to attract the right vendors, industry observers said.

NEXCE will leverage Synnex's 13 warehouses nationwide, including in Atlanta, Chicago, Dallas, Las Vegas, Los Angeles and Miami, as well as in Memphis, Tenn., and Portland, Ore.

Donald Soohoo, vice president of purchasing at Paradyme Sound & Vision, an audio/visual installer and system integrator in Sacramento, Calif., said it's important that distributors -- particularly those trying to break into the residential markets -- have warehouses within driving distance of their targeted customers.

"In order to serve a non-traditional customer base, you have to reach out to them on a local level," Soohoo said, adding that he buys from Synnex and Ingram Micro and has expanded his relationship with D&H Distributing. "You have to be a resource to them to provide the services, training and certification they need."

NEXCE will focus on a full line of convergence products, including A/V, high-definition displays, camcorders, DVD players and recorders, satellite systems and mobile entertainment. Manufacturers include Creative Labs, Belkin/Pure AV, Chief, Elite Screens, Infocus, JVC, NED Display Solutions, Peerless, Sony, Acer, Samsung, Toshiba and ViewSonic.

All of Synnex's reseller partners will have access to products across the distributor's divisions, a company spokeswoman said.