Midwich is the latest distributor to invest in the booming auto ID market with the acquisition of Synergix.

The audiovisual (AV) distributor plans to use the acquisition to strengthen its own auto ID division, which it launched in September.

Synergix will remain based in Wokingham where its 22 staff will be headed by Graham Fenton, managing director of Synergix.

Alex Ward, commercial director at Midwich, said that by keeping Synergix separate to Midwich it can retain expertise that broadliners lack.

“A number of other distributors have gone down the broadliner route, but Midwich wanted to maintain the level of service that Synergix offers to its resellers,” he said.

Warren Hudson, commercial director at broadliner Interface Solutions, said: “I can understand why Midwich would want to keep Synergix separate as it is well regarded in the auto ID space. However, the gap between the niche distributor and the broadliner is closing and Interface is proof of that.”