Hitachi snaps up storage specialist
Fabrik cut from different cloth
Monday, 6 April 2009, 10:05
ELECTRONICS GIANT HITACHI has completed the acquisition of specialist storage company Fabrik in an attempt to kick-start its new branded storage division.
Until now privately-owned Fabrik has mainly made swanky-looking external storage aimed at Mac users and video pros under its G-Technology banner, as well as PC-based external storage and back-up with its SimpleTech brand.
The Japanese company will continue to support the existing hardware and Fabrik CEO Mike Cordano will take up a position as as executive vice president of sales and marketing and president of Hitachi's branded business. µ
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This will affect at least some of Seagate's retail sales as Fabrik/Simpletech used Maxtor drives in their external enclosures. As a former dept. head of a big box consumer electronics chain, I saw how Seagate had a triple threat in sales of external drives. One was through their own brand Seagate. Second was through their brand Maxtor and third was stealthily through Fabrik/SimpleTech. Now that third leg is gone, as Fabrik will become a conduit for Hitachi Travelstar and Deskstar (formerly, of course, as IBM Travelstar and Deskstar) drives.
Ahhh...what a tangled web technology companies weave.