PC vendor Lenovo has appointed Metra Computer as an authorised distributor for the UAE and Qatar in what represents its latest move to fine-tune its regional distribution structure.

Metra, which is already a Lenovo distributor in Egypt, will be tasked with helping Lenovo develop its consumer and SMB business in both markets.

Speaking to Channel Middle East, Ali Al-Amine, regional transactional business director at Lenovo, said the tie-up reflected recent steps that Lenovo has taken to strengthen its channel business with effective in-country distribution.

“We aligned our strategy and go-to-market on the SMB and consumer side approximately three quarters ago and one of the things that Lenovo did not have was coverage across the region,” he said. “We had distributors trading from the UAE across the GCC and Middle East area, but our strategy is now to have a distributor on the ground in each geography.”

Metra becomes Lenovo’s third distributor in the UAE, alongside FDC and GBM Distribution, and its first in Qatar.

In Kuwait, meanwhile, Lenovo has just added Al-Ghanim as an official consumer products distributor, further reinforcing its local distribution intent.  

Al-Amine said there was a possibility that Metra’s contract could be extended to other regional markets where it is looking to build local coverage, but stressed that no decision had yet been taken and other candidates were also in the frame.

In a statement confirming the tie-up, Metra’s managing director NY Prasad, said Lenovo was a welcome addition to the company’s portfolio.

“Lenovo is a strong brand in the PC market and is an added value to our company. Lenovo’s products complement our service offerings and we foresee good demands for their products ranges in the market,” he stated.
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