Alex Phillips, joined Northamber in 2013 as Director of Strategy. Leveraging his prior career experience as a growth strategy consultant he has been focusing on repositioning Northamber as a focused, Value Added Distributor [VAD] and moving away from commodity business. This has been done by consolidating the company’s portfolio to minimise traditional, broadline business which may simply be considered “box-shifting” whilst recruiting vendors and staff who can help drive product categories which offer greater commercial benefits for the channel in markets which are less likely to be commoditised.