Data Direct opens up a new growth opportunity for print resellers, with a dedicated specialist team, new brands and a clear channel-only strategy
Data Direct has built a reputation as a trusted distributor in the copier, toner cartridge and managed print services space. But as traditional print volumes continue to decline, the company has moved into a new growing sector – wide-format. With a new specialist team, new vendor partnerships and a fully equipped demonstration facility, the business is positioning itself as a committed player in a market that many resellers have yet to fully explore.
The move began with the appointment of Caroline Savage as Sales Manager; she joined Data Direct just over a year ago after almost 15 years at Westcoast/Art Systems. Her background spans many of the leading wide-format brands in the UK, and she was recruited specifically to build the new division from the ground up.
“Data Direct weren’t in the wide- format business until I joined,” she explained. “They were known for small- format photocopiers and managed print services, but they were looking at getting into wide-format. That’s where my recruitment came from, to start that wide-format division.”
Shortly before her arrival, Data Direct had signed a distribution agreement with ROWE, the German scanner, cutter and toner-based printer manufacturer. In November last year, Jason Kabi joined the company as Business Development Manager. “I was at KIP UK for around 30 years in wide‑format,” he said. “I also used to work at ROWE as the UK representative.”
Together, Savage and Kabi have been tasked with building a strong, channel- focused wide-format offering that gives resellers a genuine opportunity to diversify.
A portfolio built for growth
Data Direct currently stocks ROWE and Mutoh, two brands that complement each other across different segments of the wide-format market. Mutoh brings UV and eco-solvent print technology, while ROWE provides scanning, cutting and technical printing solutions.
Savage says the plan is to expand further: “We’re also in talks with different media suppliers to add a range of media to our portfolio. Ultimately, the plan is to bring in media that complements not only the Mutoh print technology, but also the CAD and technical drawing market.”
Savage said the wide-format market comprises two broad categories. UV/eco-solvent graphics printing, and CAD/AEC technical printing. “Mutoh is very much focused on UV technology; they don’t currently have a printer that sits within the AEC/CAD market. That said, some of the media we’re looking at will complement that area. Fundamentally, the plan is to be in a position where we can offer the full solution – printers, scanners, finishing equipment such as ROWE cutters, and the consumables, including genuine Mutoh inks for the Mutoh range. Alongside that, there will be a range of media compatible not only with Mutoh printers but also with the CAD/AEC market.”
Why wide-format?
Group Chief Operating Officer Peter Cowan explains the rationale behind the move: “Our traditional print market is in decline and print volumes are moving down. We’ve always seen our role at Data Direct as bringing opportunities to the dealer channel and wide-format, particularly UV, is an increasing market.”
Cowan believes many dealers already have customers who could benefit from wide-format, even if they haven’t yet explored the opportunity. “A percentage of their existing customer base will have a requirement or could be interested in wide-format,” he said. “Our aim is to give dealers another expansion channel to make up for the decline in traditional print volumes.”
He added that Data Direct’s approach is to simplify the category for resellers who may have dismissed it in the past due to perceived complexity. “We will train them up completely, support them completely. We strip it down, simplify it, and give them a new opportunity,” he said.
Slow but steady adoption
As with any new category, uptake has been gradual. “There are always the quick early adopters who want to see shiny new toys,” Cowan said. “And there are theothers who say, ‘We’ve never done it, so why would we?’ But there’s a younger generation coming through and things are changing and evolving.”
Cowan points out that the sales cycle for wide-format is longer – probably three times longer than small-format, but interest is building. “Dealers are beginning to bring forward applications and customer enquiries, even if not all are immediately relevant. Instead of saying, ‘we don’t do wide-format,’ they’re now having the conversation.”
Margin opportunity
Cowan stresses that wide-format offers real margin opportunities. “With Mutoh and ROWE, partners can make a real margin,” he said. “There’s also a solid opportunity for recurring revenue with original consumables.”
He is also clear that Data Direct is and will remain strictly channel-only. “There’s no size of end-user we will entertain. We’ve got a big project at the moment that could be a huge UK rollout, but because they are the actual user, we will fulfil it through a dealer or several dealers. We’ll never do it directly.”
Fully equipped showroom
To support resellers, Data Direct has invested in a demonstration facility in Bradford. The showroom is equipped with a Mutoh 661 UV printer, Mutoh HydrAton 1642 (water-based UV ink technology), ROWE automatic cutter and ROWE Scan 450i large format scanner. Dealers can bring customers, run test jobs, and trial the equipment in real‑world scenarios.
Savage said: “We categorically sell to resellers, so there’s no end-user business. We welcome resellers and their customers. If they’ve got specific media or products they want to print on, they can bring them in. Or if they just want to see the printers run on different materials, that’s fine too.”
So far, most interest has come from small to medium-sized resellers and Savage believes this is where the real opportunity lies. “They tend to be the ones coming in for demonstrations,” she said. “Some of the larger resellers have expressed interest, but the smaller ones are more active. Smaller resellers will put focus and drive on Mutoh and ROWE. It’s about having that solid working relationship, that loyalty.”
Kabi agrees, noting that some larger players are beginning to engage, but the most committed activity is coming from smaller partners.
Support, training and co-selling
Data Direct offers a full suite of support services, from installation to training to ongoing technical assistance.
Savage explained: “We have engineers who can cover whatever the reseller needs. Full service, installation and training onsite or here in Bradford. And if needed, we can use Mutoh’s demonstration and training facilities in Ostend.” Kabi added: “I’ve backed up one of my dealers with YouTube videos filmed at their offices. It’s promotion for them in selling our products.”
Cowan said that the support model is designed to help resellers build confidence before taking on more themselves. “If the dealer wants to build up a user base using our resources, that’s fine. A year or two down the line, if they want to take it on themselves, we’ll flip it over to them.”
A clear opportunity
Data Direct’s message to the channel is that wide-format is a growth market, and the company is ready to help resellers enter it with confidence.
With non-mainstream brands offering higher margins, recurring revenue from consumables, a channel- only model, and hands-on support from experienced specialists, the company believes it is offering something genuinely valuable.
“We will support resellers as much or as little as they need. We’ll attend visits, Teams calls, demonstrations with their customers. We want to be sure we’re providing the correct product for the end-user, because then that end-user will keep coming back.” Savage concluded.
www.data-direct.co.uk
