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Auerbach, 2 May 2017 - CHERRY, the specialist for computer input devices, expands its sales network in the Netherlands through close cooperation with the leading IT distributor api BV.

In German-speaking countries, CHERRY has cooperated with api computer GmbH for years, resulting in a strong presence in the market. The Auerbacher manufacturer is now aiming for the same result in the Netherlands, forging a partnership with the leading distributor api BV. As the official trade partner, api BV will strengthen future sales in the region to achieve a greater market presence and a bigger reach. Focus products mainly fall into the categories "Office", "Industrial" and "Security", also allowing CHERRY to expand its successful B2B activities in the Netherlands.

CHERRY has full confidence in closer cooperation with its sales partner: "We are very pleased to start a distribution partnership with api BV. The expansion of our distributor network is an important step to supply our Dutch customers with CHERRY products and to promote the brand. api BV will make a decisive contribution towards fulfilling the increasing demand for our products," said Stefan Lutter, Business Development Manager at CHERRY."

Roy van der Holst, General Manager at api BV, is also very optimistic: "For years, CHERRY has been a well-known brand in the IT industry. Talk to someone that has been around in the IT business for some years, and they will still remember CHERRY as a manufacturer of quality keyboards. This brand awareness is a great thing from a marketing perspective. Therefore, we at api BV are convinced we can bring back CHERRY into the minds of former customers and at the same time gain new customers. The path CHERRY has chosen for the Dutch market makes them the right partner for us."

Press contact

Aaron Licht

Phone: +49 40 210 91 16 11
Cell: +49 176 19 03 19 82



Michael Schmid

Phone: +49 9643 2061 666
Cell: +49 171 3087023


CHERRY, with its headquarters in Auerbach in der Oberpfalz, Germany, is one of the world's leading manufacturers of computer input devices with an emphasis on office, industrial and security markets, as well as switches for mechanical keyboards among others for PC gaming.