Micro-P to be rebranded as ‘Exertis’


Distributor to rebrand as part of restructure process by parent company DCC SerCom, which will also create several new management positions

IT and mobile distributor Micro-P is to be rebranded as ‘Exertis’ in the “coming weeks”, its parent company has said.

DCC SerCom, the IT, communications and home entertainment business division of the DCC Group, is to undergo a major restructuring operation, as it looks to boost its market share and profitability.

DCC SerCom told Mobile News it will rebrand all 10 of its distribution businesses in the UK, Ireland and France. Each will trade under the new ‘Exertis’ title from October. Micro-P will be known as ‘Exertis Micro-P’.

Other affected divisions include: Gem, one of the UK’s largest suppliers of consumer software and hardware; IT suppliers Sharptext and Banque Magnetique; home entertainment suppliers MSE Group Comtrade; IT component supplier SerCom Solutions; and print product supplier Advent Data.

DCC SerCom claims to be the fifth largest IT distributor in Europe, with a turnover of more than £1.850 billion.

The firm says it has “ambitious” growth targets for this financial year, which the rebrand and restructure will help it to achieve.

DDC SerCom said in a statement: “We are operating in a constantly changing environment where innovation is driving a continuously evolving range of IT, communications and home entertainment products.

“In order to achieve our targets it is necessary to ensure that we have the appropriate infrastructure and management structure.

“It is in this context that we are embarking on a rebranding exercise in October.”

Management changes

As part of the restructure, a number of senior management positions have been created within SerCom.

Micro-P group managing director Gerry O’Keeffe will become SerCom’s new UK and Ireland managing director.

O’Keeffe, who has worked for Micro-P since 2008, will be responsible for all SerCom operations in the UK and Ireland.

Other changes include Gem MD Chris Peacock becoming SerCom’s new deputy managing director for UK and Ireland.

DCC head of group IT Cormac Watters has become the new chief operating officer and head of supply chain services at SerCom.

SerCom Solutions managing director Kevin Henry is to retire on November 30, after 17 years.