Nu Horizons Electronics enters German distribution market to fill demand-creation void

The initial launch will be backed by ten franchises, most of which Nu Horizons holds in other territories. These include Xilinx (FPGAs), Anadigm (analogue signal processing), Elec & Eltek (integrated magnetic components), Micrel (analogue, power, RF and mixed-signal devices), Nordic Semiconductor (wireless devices), SMSC (mixed signal ASSP), Winbond (logic and memory), Pletronics (frequency control devices), RF Monolithics (RF networking modules and devices), and Pericom (connectivity chips). The company expects to add another 4 to 6 product lines during 2007.

Thomas Reisinger joined Nu Horizons from independent distributor, Azego AG, where he was Managing Director. He has over 20 years’ experience in component distribution, and previously held sales and sales management positions with Spoerle Electronics (now part of Arrow) and Future Electronics. Commenting on the move, he said, “When Nu Horizons explained their strategy for Germany I was immediately convinced that there is a real opportunity here. Consolidation within component distribution has left a significant gap in the market for a distributor that can deliver demand creation services for its principles and true in-depth technical support for customers. Nu Horizons not only does this very well but also backs its service with global inventory and franchise agreements with technology leaders in most semiconductor sectors. Customers have been very open to meeting with us, and many have long been looking for a technically capable second source for Xilinx parts in Germany – now there is one.”

Since joining Nu Horizons February 1st this year, Mr. Reisinger has recruited 10 sales and marketing staff. All of the staff have been recruited from semiconductor distribution or manufacturing companies, and all have at least 5 years’ experience. Their average time in the industry is 12 years. “We are looking for the most able and best qualified people in the industry to join our team”, added Mr. Reisinger “in return we’re offering all the excitement of joining a start-up company, but it’s a company backed by a highly respected and successful global brand.”
Nu Horizons’ European warehouse is in Coventry, UK, where the company bought an independent distributor, DT Electronics, in August 2006. DT Electronics changed its trading name to Nu Horizons Electronics Limited on April 2nd this year.

Expansion into Germany is the second step in the Nu Horizons plan to establish itself throughout Europe. The company’s President, David Bowers, explains, “Germany is obviously the most important market in Europe but in an increasingly mobile market, particularly for manufacturing, we want to be able to offer our customers a service that’s local to their operations, wherever they are. Expansion into other countries in both Western and Eastern Europe will continue throughout 2007 and 2008 to complement our established businesses in North America and throughout the Asia Pacific region.”