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ADI focuses on SA and Africa for future growth

Following another successful business year, ADI Global Distribution is set to expand its operations in Africa, starting in South Africa. The sub-Saharan region has posted good growth over the past years, which is enviable for any company in the security equipment market.

Brendon Land.

Moreover, ADI itself has changed its global structure in order to better address high-growth markets and this has seen the formation of the MEA (Middle East and Africa) region, headed by the new GM of the MEA region, Brendon Land, previously country manager of ADI South and sub-Saharan Africa.

Gordon Moore.

Filling Land’s position as country manager in South Africa, Gordon Moore has taken on the role and also heads up ADI’s business in sub-Saharan Africa.

Starting in South Africa, ADI realises it needs to get closer to its customers and will be expanding its branches throughout the country over the next few years. Two new branches have already been identified for 2016.

Moore says the rollout of new branches will take some time because each new branch has its own product warehouse to enable ADI to provide quick and reliable service to customers. Each branch will also include a trade counter for walk-in business for smaller installers and integrators, while support for project-based operations for larger system integrators will naturally still be catered for.

Furthermore, believing in the benefit of local management, an office was launched in Nairobi, Kenya in 2015 to support ADI’s business in East Africa. Other African regions will be targeted for a direct presence in future as the need for security equipment in Africa grows.

Both Land and Moore state their goal is to deliver 5-star customer service across all functions of the company, a goal prevalent in ADI globally, and they will be making the necessary investment in people and skills to accomplish this.

In addition, ADI will be holding its own expo in South Africa in July 2016. This event will provide vendors the opportunity to highlight their products to attendees from all areas of the security market in South Africa under the ADI banner.

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