Mark Timmins, national sales manager, Innovare.

A NEW security distribution business, Innovare Security Distribution, has been launched to serve the Australian and New Zealand security markets.

Innovare is a division of ATF Services – an Australian company with a national footprint in both Australia and NZ, and a 25-year business history – the decision to launch ISD was based on several factors, according to Mark Timmins, national sales manager.

“With strong industry feedback and supplier support we’ve decided to establish a security distribution business based on quality products, strong after sales support, competitive pricing and great customer service,” Timmins said. “We are committed to our suppliers and are looking forward to growing their brands while fostering long-term relationships with existing and new customers.

“It might sound like a cliché, but customer service remains the number one reason why people come back for more. A customer service excellence approach is the cornerstone of our culture,” Timmins said.

“Understanding our customers’ needs and maintaining strong stock levels to support their growth is important for us. Our focus will be on developing our niche product offering across all of our key locations and become the best boutique security distributor in ANZ.”

Key supplier announcements include Mobotix and Raytec and Timmins says ISD is currently in talks with a VMS supplier and plans to broaden its product spread.

“We will look to distribute other solutions and products and add them to our stable as long as it is the correct fit that suits what we want to achieve with our partners,” he said.

Mobotix’ Ryan Fairclough welcomed Innovare as a Mobotix channel for Australia.

“We chose Innovare as an addition to our channel as they have a committed business plan aligned with our global sales strategy to focus on solution driven sales exploring not only our solutions but also our new co-operations with third party vendors and the value that they can add to those solution,” Fairclough said.

“The entire Mobotix team in Australia is excited by the prospects this new distribution channel provides and are really looking forward to the growth of both Innovare and Mobotix in the long term.”

Meanwhile, Raytec’s Laurence Martel said Raytec was delighted to welcome Innovare into its distribution network for Australia.

“Innovare is committed to delivering high quality products and exceptional customer service, both values which are central to Raytec in offering customers the best and most innovative security solutions on the market,” Martel said.

“Innovare aims to understand a customer’s needs and support them throughout the entirety of the project, no matter how small or large. We truly believe this is a vital part of harnessing relationships, by guiding the client throughout their installation.

“Moving forward, we are very excited to see what this new relationship can bring and look forward to working with Mark Timmins, a long-time supporter of Raytec.”