For those of you who have seen any of the recent International Copier Exchange ads, some in this very publication, you might be wondering, "what kind of copier wholesaler runs an ad without showing any copiers?" The answer, International Copier Exchange is no ordinary copier wholesaler.

International Copier Exchange, better known as ICE, takes a somewhat different perspective when looking at their business, explains Co-Founder, Andy Bongar. "In some ways, sure it’s about copiers. In our case the hard to find, high end quality copiers that only ICE can source and deliver to our dealer partners. But even more importantly it’s about credibility and building relationships. When one of our dealers or end users needs something they know that a call to ICE is all it takes." Andy’s partner, Pete Resnick adds, "It goes even beyond that. Because we keep an extensive file on many of our customers, we can be proactive, knowing what a dealer is looking for or what their niche is. Then, when we come across that piece of equipment we let them know. Our level of involvement is based on the dealers need. They can either let us know what they need, and we’ll make sure they get it. On time and priced right. Or we can function as an adjunct to a dealers in-house purchasing department. In those cases, we know what makes sense for their account and we actually bring them profit making opportunities. "

Started in 1996 in Los Angeles, the business began in a small warehouse. ICE now occupies three separate facilities strategically located throughout the country. LA, Dallas and St. Louis.

In a marketplace than has been brutal to many companies in recent years, ICE had experience substantial growth, growing more than 50% over the past two years alone. They were named 23rd on the list of 100 fastest growing private companies in Los Angeles, according to the Los Angeles Business Journal. ICE anticipates another 25% – 30% in 2003 as well.

We asked the partners why they feel they’ve been able to grow the business so successfully over the past several years. Pete begins, "As an international distributor of copier equipment, we provide dealerships and end users with high quality off-lease and end-of-lease primarily used copier equipment. A real advantage we have is our extensive inventory. Odds are we’ll have it. But if something comes up that we don’t already have in our own inventory we have a vast network which allows us to source anything our customers need. Additionally, our niche has been in the higher end digital market, which has seen a huge increase in quality merchandise which in turn has created huge profitable opportunities for our dealer partners. Our job is to help them make money. When you combine that with the highest level of customer service in the industry we believe ICE offers a win-win situation." Andy adds, "You notice how Pete uses the phrase "dealer partners", it’s not by accident. We partner with these companies because our fortunes are tied together. And they know that ICE will always back them up and support them when they need it. We have value pricing programs, cash rewards for bulk buying, and we’re currently working on a membership type rewards program we hope to launch soon."

A few years ago ICE developed an on-line marketplace called CopierPoint. Pete elaborated on why it was a smart move and something they still believe in. "CopierPoint was simply an extension of what ICE is all about. Sourcing equipment for our dealers. CopierPoint made the process fast, efficient and so simple. Dealers could log on, check inventory, or type in whatever it was they were looking for. The site would source the product and then alert the dealer via email whenever the piece of equipment became available. We really believe it could revolutionize our business. And we still do. We are currently using it internally, as an intranet of sorts, and plan to one day roll it back out for our dealers."

In wrapping up, we wondered what was in store for ICE in the near future. "Well," says Bongar, "like our ad says, we plan to keep our competitors shivering and our customers nice and warm."