CHERRY partners with Beta Distribution to accelerate B2B sales in UK

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CHERRY partners with Beta Distribution to accelerate B2B sales in UK


Auerbach, October 11th, 2017 - CHERRY, the specialist in computer input devices, today announces the signing of a B2B sales agreement with Beta Distribution in the United Kingdom. CHERRY is a global leader in the design, development, and manufacture of computer keyboards, mice, magnetic and chip card readers, and the best mechanical keyswitches in the industry.

Beta Distribution is an established specialist in IT distribution with over 3,000 registered customers and is focused on, amongst others, desktop technology and meeting room solutions. As an official trade partner, the agreement sees Beta Distribution distributing CHERRY's portfolio of B2B solutions to accelerate sales and achieve a greater market presence in the UK.

Stefan Lutter, Business Development Manager of CHERRY, comments: "Strengthening our B2B sales in the UK market is the primary objective for CHERRY in the coming years. We are always looking for excellent value-added distributors with a technically experienced reseller network. With their experience and reputation in the market, Beta Distribution fits this requirement perfectly. We are very confident that this agreement will be beneficial to both companies."

Ted Harris, Product Manager for Prosumer products at Beta, is equally enthusiastic about the new relationship: "CHERRY is a leader in this market with a reputation for first class products. We can provide them with coverage in a large and diverse reseller base. As well as access to the broad customer base, the CHERRY range will also benefit from all the technical, product and customer support that every reseller experiences when buying from Beta."

About Beta:
Beta is a specialist distributor. Business units provide expertise and a comprehensive range of products, solutions and services to the reseller community. The three distinct business units are: IT products distribution, featuring print products and desktop data storage to the IT reseller; Technology Solutions providing leading edge 'disruptive' technologies to MSPs & VARs; as well as a comprehensive range of component based technology products to the System Integrators and Etailers within the prosumers vertical. Digital Media Solutions bringing digital signage and connected room solutions to AV specialists. Established for over 35 years, with over 2,500 customers and revenues of £200m Beta Distribution is one of the largest independently owned IT distributors in the UK.

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.

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Cherry GmbH
Cherrystrasse, 91275 Auerbach/OPf., Deutschland
Telefon: +49 9643 2061 100, Web:

Geschäftsführung / Board of Management
Manfred Schöttner (CEO)

Handelsregister beim Amberg, HRB 5729
Umsatzsteueridentifikationsnummer: DE 815 593 194