Magnetek Inc.'s Power Electronics Group has tapped the channel to gain market share, signing Symmetry Electronics Corp. as its first distributor.
Global power supply specialist Magnetek recently reported revenue of $188.2 million for fiscal 2002, ended June 30. The Power Electronics Group contributes roughly 70% to Magnetek's revenue.
Michael Ehrenberger, director of global distribution at the Power Electronics Group, expects 20% of its sales to be pushed through distribution by the end of next year.
"We wanted to sign our first agreement with a design partner that will stick with us not for six months but for four to eight years," said Ehrenberger, who joined the Los Angeles-based company in May.
As part of its efforts to increase its share of the power supply market, Magnetek is ramping up research and development and will rely on Symmetry's engineers and design expertise to augment sales the company generates directly through approximately 10 North American manufacturers' representative firms.
"Power supplies typically are sold through an engineer as opposed to a buyer," said Darren O'Donnell, director of marketing and operations at Symmetry, Hawthorne, Calif.
"While cross-referencing from one supplier to another is done, it's more difficult with power supplies because there are technical issues like safety regulations you must take into consideration," O'Donnell said.