COMPUTER DIRECT MARKETER Insight Enterprises Inc., Tempe, AZ, has announced plans to buy U.K.-based DMer Action Computer Supplies Holdings plc for approximately $150 million. The transaction is expected to close by September. Action will continue to operate as its own entity at first, but later this year will adopt the Insight brand, according to Insight spokeswoman Valerie Paxton. “This [acquisition] will give Insight a platform to market to the rest of Europe,” Paxton says, noting Action already has a working European operation. Insight will bring its Internet and outbound selling models to Action, which primarily markets through its catalog. Action will benefit from Insight’s Web marketing experience and economies of scale, which should lead to lower prices for Action’s customers, Paxton adds. All Action personnel will reportedly stay in place under managing director George La Plante.
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