Establishing and maintain strong partner relationships has been key to Nimans’ success. This year, the company marks 40 years in business, with a series of supplier and partner events planned to celebrate the occasion throughout the year.
Having started life as a BT hardware distributor in 1985, since then Nimans has evolved into a major technology distributor, offering multiple products and services from traditional IT hardware and headsets to router provisioning and leasing services. During that time, Paul Burn, managing director of Nimans, who has been with the company for 28 years, has seen some big changes, not least with the evolution of technology.
“The key for our success has been the evolution of our product set,” said Burn. “The technology shift over just the last 10 years alone has been phenomenal.
“As we have evolved, to keep up with technology and customer demand, we have had to diversify our portfolio accordingly. That means moving into new sectors, while continuing to provide our traditional products, meaning that in some areas we are the challenger, while in others we are an established legacy player.”
A new era
Following its acquisition by Midwich Group in 2022, Nimans has moved into audio and video space and security. It’s a move that’s already paying dividends, with security, in particular, taking off last year.
Burn said that Nimans’ longevity is also down to its loyal partners and customers, some who have been with the company since the start. And given the reputation it has earned in the market, Burn explained, new supplier partnerships tend to be straightforward to establish.
“Often many of our moves into new sectors are driven by our partners and customers, who want those particular products but don’t want the hassle of having to find another distributor and form a new relationship,” said Burn. “We also get approached by suppliers in other areas who want to strike up a partnership.”
Moving into these new areas has enabled its customers to broaden their offering, said Burn. It has also yielded new customers for Nimans. Burn added that the biggest change he had to adapt to was becoming part of a larger group, following the Midwich takeover.
But he said, despite that, the culture and principles have remained the same since the company was founded by Julian Niman, instilling the sense of being a good place to work.
Channel challenges
Top of the weightiest challenges currently facing the Channel, said Burn, is differentiating from competitors based on value, in a market driven largely by price. He said companies need to offer wraparound services that help to set them apart.
“A few years ago, there used to be a higher premium placed on value added distribution services,” said Burn. “But now the customer expects that value add as standard, at the best price, which means you have to be truly unique in your offering and to be vocal about them.”
One of Nimans’ key selling points, said Burn, is its billing service, which enables it to bill on behalf of its customers, as well as a leasing service. “It’s all about circling around the sale to make it as easy as possible for the reseller,” said Burn. “And we offer that in whatever form they need it, whether it’s hardware or cloud-based.”
Shifting working practices
Among the most significant trends that Burn has seen in recent years has the rise of hybrid working, and the technology needed to support it. He said that, as a result, there has been a sharp rise in demand for products such as audio and video conferencing tools, which only looks set to continue.
Despite the obvious opportunities for distributors such as Nimans, Burn said that many companies were reluctant to commit to large projects, given the current uncertain economic environment. But he said they could turn that to their advantage by demonstrating their ability to be flexible and diversify.
“The reason distributors tend not to survive is because they are too niche and stick to one product,” said Burn. “Ultimately, by staying ahead of the curve and seeing what the next great piece of technology is around the corner, peeling away each layer of the onion one-by-one, is key to being successful.”
This interview was included in our April 2025 print issue. You can read the magazine in full here.