Synnex Agrees to Purchase BSA Sales

The agreement includes an earn-out payment based on future performance.

BSA specializes in helping manufacturers build their distribution channels through outsourced sales and other marketing services. The Greenville, S.C.-based company has a database of more than 25,000 solution providers, according to the company's Web site.

Synnex will run BSA as a wholly owned subsidiary led by BSA CEO John Ludwig. It will offer marketing services that solution providers can use for their customers, said Peter Larocque, executive vice president of distribution at Synnex.

"Our suppliers have always said how can we get products to market quicker. [BSA] will working with manufacturers and work with resellers to put together marketing programs, such as telemarketing, to do those types of activities quicker," Larocque said. "They have a very technical sales group and have developed over time a significant database of customers to help manufacturers and resellers."

While other distributors such as Ingram Micro and Tech Data also offer marketing services, Synnex felt it was better to buy the capability than build it internally, Larocque said.

"We're not experts at this. That's why we went out and acquired the experts," he said. "We always are very careful to pick the types of services that our customers really need. Those guys are doing what they are doing separate from us. One of the reasons we will run this as a separate business is that it's not my core competency."