Flash storage vendor Pure Storage has partned ways with Australian distributor Avnet, leaving Distribution Central as its sole distributor in Australia.
A spokesperson for Pure Storage said the flash maker would focus on expanding the relationship with Distribution Central, which began distributing the flash storage brand in February.
“Distribution Central is a strong brand within the partner and SI community and it has established significant momentum in Australia for Pure’s solutions,” said the spokesperson.
“While we are constantly reviewing the changes in the market and adapting our business model to suit, Distribution Central currently remains our sole distributor locally."
Michael Costigan, Avnet's Asia Pacific VP of marketing and business innovation, told CRN it was an amicable separation.
While the flash vendor fit nicely into Avnet's growing converged infrastructure practice – which also includes Nutanix, EMC, HDS and Tintri – Avnet and Pure Storage were unable to expand the partnership internationally beyond Australia. "We were never going to get any scale or leverage, so we decided to cease that engagement with Pure," said Costigan.
It's the second time the flash vendor has parted with a distie. Pure Storage launched in Australia in 2013 with Observatory Crest handing out proof-of-concept units. Pure has since parted ways with Observatory Crest, which was acquired by global distribution giant Arrow in October 2014.
According to Pure Storage, it sells via a 100 percent indirect model in Australia.
The US-based company listed on the New York Stock Exchange last week, with shares trading at US$17 each.
Avnet has had its share of wins recently, knocking out Westcon as the distributor for global storage vendor EMC in August following a competitive tender.
Updated with comments from Michael Costigan
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