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Syneto and Hammer announce a European partnership

Italian hyperconverged infrastructure vendor Syneto and storage VAD Hammer have entered into a Europe-wide distribution agreement. The partnership will see Hammer adding Syneto's hyperconverged products to its portfolio. By partnering with Hammer, Syneto will be able to strengthen its market position and considerably grow its SMB (Small and Medium-sized Businesses) and ROBO (Remote Office/ Branch Office) customer base across EMEA, thanks to Hammer offices in Belgium, France, Germany, Italy, the Netherlands, Sweden and the United Kingdom. The partnership plans to take the solutions to companies covering a wide range of verticals including education, manufacturing, engineering and design, healthcare, public administration, finance, media and retail.

This distribution agreement follows the recent launch of Syneto's hyperconverged product family, the HYPER Series 3000. Featuring built-in instant disaster recovery capabilities and consisting of three hybrid and one all-flash model, these systems will significantly broaden Hammer's portfolio and ability to provide top-tier performance and agility to SMBs at the right price point. Syneto is the latest vendor to join Hammer's growing hyperconvergence offering targeted to meet the requirements of SMBs and ROBOs as well as the small to medium-sized datacentre market space.

"Hammer has in-depth knowledge, experience and an exceptional track record in taking the latest innovative and bleeding-edge storage and infrastructure solutions to markets across Europe. Its enviable track record in this area, coupled with the additional services and support which it offers, makes Hammer the stand-out partner to fulfil this role for Syneto", said Rick Dudson, VP Sales EMEA at Syneto.

Offering a complete hyperconverged architecture, Syneto's systems are designed to address the data management, virtual application deployment, usability and data recovery challenges that are most commonly faced by companies today. Together, Syneto and Hammer can deliver easy-to-use hyperconverged infrastructures that take away the traditional pains and restrictions of data management and virtual application deployment, whilst simultaneously providing strong economic benefits.

"Hyperconvergence is a new concept for the SMB market. With Syneto's HYPER Series 3000, SMBs no longer need to separately procure servers, compute, storage, networking and the software to manage it all. Now they can have all this with one product", said Gerard Marlow, General Manager – OEM & Whitebox Storage at Hammer. "The importance and rapidly-growing demand for, and implementation of, hyperconverged infrastructures should not be underestimated. Syneto's HYPER Series 3000 is perfectly suited to meet these demands in smaller environments, a market segment on which we, and many of our reseller partners, are particularly focused. Indeed, a number of value-added resellers have already made enquires following the new partnership."

Jason Beeson, Commercial Director at Hammer, added: "Our link with Syneto provides us with an excellent opportunity to extend the hyperconvergence offering to a whole new market – those small and mid-sized businesses that, until now, have found the cost of enterprise-level hyperconverged systems too high."

StarWind partners with Hammer in EMEA-wide distribution agreement

StarWind's hyper-converged and storage appliances and software-defined storage stack will now be distributed by storage VAD Hammer in Belgium, the British Isles, DACH, France, Italy, the Netherlands and the Nordics. StarWind is a one-stop virtualization shop delivering solutions required for building an easy-to-manage, high-performance IT infrastructure with ultimate resiliency. In 2016 we were named as Cool Vendor for Compute Platforms by Gartner. StarWind HyperСonverged Appliance (HCA) unifies servers, disks and flash, storage virtualization, and hypervisor of choice into a single turn-key platform providing a true "plug-and-play" virtualization experience. The HCA supports both scale up and scale out and includes flexible bring-your-own-licensing options. StarWind also provides VM and data migration services free-of-charge with all appliances to ensure seamless and robust user experience. In partnership with Hammer, Hammer offers ROBO and small to medium enterprises a product with an extremely high "price-value" ratio in the area of virtualization and storage systems.

Eddy Bergiers back at Hammer

Belgium: Eddy Bergiers, who as been regional sales director for storage VAD Hammer between 2013 and 2016, is back working for the distributor, this time as business development director in charge of general business.

Hammer and Spectra Logic announce EMEA-wide distribution deal

Storage VAD Hammer and Spectra Logic have entered into an EMEA-wide distribution agreement. The partnership will see Hammer adding Spectra Logic's high-capacity workflow, tape and disk-based products to its portfolio in Belgium, France, Germany, Italy, the Netherlands, Sweden and the United Kingdom and will allow Spectra Logic to strengthen its position in key backup and archive markets. By partnering with Hammer, Spectra will grow its enterprise-level reseller customer base.

Jason Beeson, Hammer's Commercial Director, said: "this is an excellent opportunity to increase our high-performance computing offering to our partners and customers. By adding Spectra Logic's bespoke data workflow storage solutions we can reach a whole new genre of highly data-dependent users who are seeking a complete data workflow, from input and day-to-day use right through to deep storage and archiving." Spectra Logic's integrated tape and disk products have become the prevailing standard for those sectors challenged with storing, managing and accessing massive amounts of data and where high-performance computing is mission critical; sectors such as media and entertainment, scientific research, healthcare and financial services. As Spectra Logic's object-based storage systems links directly to the public cloud, this distribution agreement will also enable Hammer to enhance its current cloud portfolio.

Brian Grainger, Chief Sales Officer at Spectra Logic, said: "we've seen a major increase in demand for high-capacity, deep storage solutions, which have become essential to a wide range of businesses grappling with the challenges of storing, managing and accessing data while dealing with the rapidly evolving mandates in Europe that are driving changes in storage requirements. With Hammer's help, we aim to reach more businesses that can benefit from our product range. We are keen to work with Hammer because it is among the most specialised storage distributors in Europe and has a range of products which are complementary to our own."

Gerard Marlow, General Manager – OEM & Whitebox Storage at Hammer, said: "for 25 years, Hammer has added value at every opportunity to ensure our channel of resellers meet and exceed their customer expectations. To achieve this we constantly seek to add leading and innovative products to our portfolio and the range of deep storage products from Spectra Logic will meet this objective."

Exertis enhances AV specialism with Medium acquisition

United Kingdom: broadliner Exertis has purchased AV specialist Medium for an undisclosed amount. Gerry O'Keefe, Exertis, managing director UK&I said: "Medium has an unrivalled reputation for customer service, industry knowledge and offering specialist support and solutions in key areas of the AV market. The company has built strong customer and vendor relationships, and its technical expertise will strengthen our ability to implement a full suite of professional AV solutions into the B2B market where our complementary products and services will provide opportunities for additional growth." Ian Sempers, Medium managing director, said: "we are delighted to be joining forces with Exertis. The continued convergence of the IT and AV market means we will be in a great position to service a sector that extends beyond traditional AV solutions. Our expertise and technical knowledge in this market combined with Exertis' wider product portfolio will provide a compelling proposition for resellers and vendors." The acquisition of Medium, follows the announcement of Exertis' intention to acquire server and storage specialist Hammer, and is further evidence of the company’s strategy to provide a complete range of technology solutions from home to IT, mobile and enterprise whilst maintaining specialist expertise in key market segments. Its AV division was recently highly commended in the AV awards 2016.


Hammer Belgium

Hammer Belgium
Intercity Business Park
Generaal De Wittelaan 9 Bbus 4a+4b
B-2800 Mechelen
Phone : +32 (0)15 69 02 90
Fax : +32 (0)15 69 02 99
Website :
E-mail :


CFO : Mr Wim Clayes (*** ****** *******)
Sales director : Mr Eddy Bergiers (*** ****** ********* **)
Sales manager : Mrs Nadia Jockmans (*** ****** *********)
Channel manager : Mr Adil Chriaa (*** ****** ********)
Channel manager : Mrs Khadija Maroc (*** ****** ********* *)
Channel manager : Mr Anthony van Broeckhoven (*** ****** ********* **)
Channel manager : Mr Robin van der Reeth (*** ****** ********* *)
Channel manager : Mr Schakir Rapoun (*** ****** ********* *)


Creation year : 2008
Numéro d'entreprise/Ondernemingsnummer : 0808.693.552
VAT number : BE 0808.693.552
Active resellers : 250
Indirect turnover : 100%
National/regional/export split : 90/0/10
Export : Luxemburg
VAD : Computers, storage
Main brands : HGST, OEM, Seagate, Toshiba, Western Digital
Clients : Apple Premium Resellers, assemblers, corporate resellers, dealers, e-commerce, industrials, ISP, ISV, OEM, outlets, semi-distributors, specialized resellers, systems integrators, telecom operators, VAR
Employees : 4 people


19" accessories, bays and racks
CRU Dataport, Eaton, Intel, Supermicro

Cabling and connectivity
Fibre channel/SAN cables and connectivity
Broadcom (Avago), Mellanox Technologies, QLogic
IDE and S-ATA cables and connectivity
Broadcom (Avago)
Optical cables and connectivity
Mellanox Technologies
SCSI cables and connectivity
Broadcom (Avago)
Thunderbolt cables and connectivity

Computer components
Bulk controllers
Broadcom (Avago), Broadcom (Emulex), Promise, QLogic
ATP Electronics, Kingston, Transcend
Bulk hard disks
HGST, Seagate, Toshiba, Western Digital
ATP Electronics, Kingston, Transcend
Intel, Supermicro

Barebone PCs
Intel, Supermicro
Other servers
Intel, Starwind Software, Supermicro
X86 servers (32 and 64 bits)
Dell Technologies, Intel, Supermicro, V2 Electronics
X86 workstations (32 and 64 bits)

Electric protection
Electric protection accessories
Line-interactive UPS
Off-line UPS
On-line UPS
Surge protectors
UPS management software
UPS network adapters

Industrial computing
Industrial computing software
Industrial PCs and servers
Intel, Supermicro, V2 Electronics

Packaged DIMM DDR
ATP Electronics, Kingston, Transcend
Packaged DIMM DDR2
ATP Electronics, Kingston, Transcend
Packaged DIMM DDR3
Kingston, Transcend
ATP Electronics, Kingston, Transcend
Packaged SODIMM DDR2
ATP Electronics, Kingston, Transcend
Packaged SODIMM DDR3
Kingston, Transcend

Audio and video servers
Promise, V2 Electronics
Bridges, gateways and routers
Emulation and virtualization software
DataCore, Starwind Software
Management and supervision software and hardware
Mellanox Technologies, QLogic
Network adapters
Broadcom (Emulex), Intel, Mellanox Technologies, QLogic, SolarFlare
Mellanox Technologies, QLogic
Transceivers and repeaters
SmartOptics, SolarFlare

Content filtering
Secure mail
Security appliances (UTM)

DataCore, Supermicro
Warranty extensions
DataCore, Infortrend, Overland Storage by Sphere 3D, QLogic, Seagate (Dot Hill), Supermicro, Tandberg Data by Sphere 3D, V2 Electronics

Operating systems
Cumulus Networks

2, 5" harddisks
HGST, Seagate, Toshiba, Western Digital
Data management software
DataCore, Starwind Software, Syneto
Fibre Channel controllers
Fibre Channel hubs
Broadcom (Emulex), QLogic
Flash card readers
ATP Electronics, Kingston, Transcend
IDE controllers
Broadcom (Avago), Broadcom (Emulex), QLogic
ISCSI servers
Overland Storage by Sphere 3D, V2 Electronics
Seagate, Sony, Spectra Logic, Tandberg Data by Sphere 3D
NAS servers
Infortrend, Overland Storage by Sphere 3D, Spectra Logic, Syneto, Tandberg Data by Sphere 3D, V2 Electronics
Other storage hardware
Tandberg Data by Sphere 3D
Packaged IDE harddisks
HGST, Seagate, Western Digital
Raid controllers
Broadcom (Avago), Broadcom (Emulex), Intel, QLogic
Raid servers
Infortrend, Overland Storage by Sphere 3D, Promise, Seagate (Dot Hill), Spectra Logic, Tandberg Data by Sphere 3D, V2 Electronics
Removable storage
Tandberg Data by Sphere 3D
S-ATA controllers
Broadcom (Avago), Broadcom (Emulex), Intel, QLogic
S-ATA harddisks
HGST, Seagate, Toshiba, Western Digital
SAN controllers
Broadcom (Avago), Broadcom (Emulex), Intel, QLogic
SAN hubs and switches
QLogic, V2 Electronics
SAN servers
Infortrend, Overland Storage by Sphere 3D, Promise, Seagate (Dot Hill), Tandberg Data by Sphere 3D, V2 Electronics
SCSI and SAS controllers
Broadcom (Avago), Broadcom (Emulex), QLogic
SCSI and SAS harddisks
HGST, Seagate, Toshiba, Western Digital
ATP Electronics, HGST, Intel, Kingston, Samsung, Seagate, Toshiba, Transcend
Sony, Tandberg Data by Sphere 3D
Tape drives
Overland Storage by Sphere 3D, Seagate, Sony, Spectra Logic, Tandberg Data by Sphere 3D
USB keys
ATP Electronics, Kingston, Transcend

CompactFlash cards
ATP Electronics, Kingston, Transcend
MemoryStick cards
Kingston, Transcend
MultiMediaCard cards
ATP Electronics, Kingston, Transcend
Removable disks
Tandberg Data by Sphere 3D
SecureDigital cards
ATP Electronics, Kingston, Transcend
Smart Media cards
Kingston, Transcend
Overland Storage by Sphere 3D, Sony, Tandberg Data by Sphere 3D
XD cards
Kingston, Transcend


Value added services
After-sale consulting, architecture design, audit, business plan help, configuration help, customer loyalty program, demo products, demos, direct shipping to final client, field sales staff, hardware connection/cabling, hardware installation, help with specifications write-up, lead generation, manufacturer certifications, modeling, on-site maintenance, on-site training, personalized help, personalized shipping, pre-sale consulting, project management help, project monitoring and control, repackaging, return-to-base warranty, seminar centre, system integration, technical deployment, transfer of skills
Financial services
30-day payment, advance payment, automatic transfer, bank garanty, cash, credit card, delegation of payment, joint account, personal outstanding
Minimum delivery time
National : 24 hour(s)
International : 24 hour(s)