Supplement: Distribution
Defining a new model in distribution
A conversation with Rebecca Obregon, president, Farnell I
t’s a given that being a successful distributor is not merely the practice of transferring products from one place to another. Farnell and Avnet have always known that. But a lot has changed for distributors in recent years that requires more than just “box shifting”. Distributors must have a thorough understanding of customer requirements, not just at “Point A” and “Point B”. Every stage from concept and prototyping to full-scale production and eventual maintenance or end- of-life activities should be in a distributor’s focus range.
Speed, reliability, and global reach are no longer negotiable. Packing it here and delivering it over there, in isolation, is not enough. Expectations, particularly considering advances in technology, are high. Components in Electronics (CIE) magazine talks with Farnell’s president, Rebeca Obregon, to understand more about this high-service approach, and the synergy with Avnet’s expertise in high-volume fulfilment.
CIE: How do high-service distributors like Farnell maintain extensive inventories of fast-moving products when the demand is so great and expectations are so high? It must be challenging. Any fast-moving market can present its challenges, but at Farnell we’re well equipped to manage such challenges.
Farnell makes extensive use of sales data, market trends, and customer purchasing behaviour to anticipate future product demand. Sophisticated forecasting algorithms analyse historical sales, industry cycles, and even macroeconomic factors to determine which items should be kept in stock and in what quantities. This enables us to forecast demand in a constantly evolving market and ensure we can meet customer needs.
Farnell has long been differentiated in the marketplace by virtue of the breadth and
28 September 2025
depth of its inventory. Extensive inventory and ready availability are competitive advantages that require a carefully constructed and maintained business model that prioritises availability, responsiveness, and supplier relations. With strategically located distribution centres to enable fast delivery; acclaimed customer service and technical support; data-driven sales and inventory management; and strong partnerships with manufacturers, we are well positioned to ensure stock access and availability.
One of the major advantages of Farnell is that it is a high-service distributor who is integrated with a high-volume distributor through its relationship with Avnet. While we offer the breadth and flexibility in quantity of products, Avnet is able to provide our customers with the depth and volume of products. By combining
Components in Electronics
the strength of Farnell and its parent company Avnet across the product lifecycle, customers will be able to find the best solution for their needs across the globe.
CIE: All distributors have customers over time. How do you adapt to those changes?
It requires staying close to your customers through personal, first-hand contact throughout their existing and new product lifecycles. Businesses have lifecycles, too, and it’s important to stay current as the business evolves as well.
For example, a product has distinct purchasing and logistics requirements at various stages of its lifecycle. At the R&D stage, engineers must rapidly acquire a diverse set of components. The lower- volume builds during prototyping need a
reliable supply and minimal lead times to stay on schedule. As manufacturing ramps up, the need shifts to high-volume deliveries, competitive pricing, and the need for efficient global logistics. Of course, products in market need to be maintained with parts and service, often for a very long time and with an element of unpredictability.
That’s why it’s so important to work with a single distributor who is able to anticipate a customer’s needs at each stage of every product’s journey. In a word, it’s about being responsive, but always in the right way, with the right items, at the right time.
CIE: Is that what makes the Farnell and Avnet combination so unique? That’s a big part of it, yes. Through this combination of core strengths, Farnell’s investments in advanced warehousing and
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