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New association founded to promote value of regional EMEA technology channels, and adoption of new technology

A new association announced that champions the benefits of working with regional EMEA technology channels and promotes new technology in business and society is being founded by four of the largest technology distributors in Europe: ALSO (Austria, Belux, Denmark, Estonia, Finland, France, Germany, Latvia, Lithuania, the Netherlands, Norway, Poland, Sweden and Switzerland), Esprinet (Italy, Portugal and Spain), Exertis (Belgium, France, Ireland, the Netherlands, Norway, Sweden, United Arab Emirates and United Kingdom) and Westcoast (Ireland and the United Kingdom).

The new association is called The Technology Channels Alliance. While its primary objective is to ensure that technology vendors understand and make full use of the benefits of working with channels that understand their local circumstances across EMEA, the association will also be enablers and advocates of new technology to ensure these channels are educated and optimised to deliver on the promises new technology makes. At the same time, the association will have a social charter and will be setting aside a portion of its member dues to establish a charitable foundation with a mission to get technology to those without the means to acquire it, and enable a wider population to benefit from today's technology.

"I feel it's time to give something back," commented Joe Hemani, CEO of Westcoast. "Technology sales channels today are very good at getting products and services out to those who can afford to pay; what we want to do is give those without the means an opportunity to acquire technology that can change and better their lives."

Membership in the new association is open to technology distributors, large resellers and retailers whose head office is registered in a European country. Niall Ennis, CEO of Exertis said: "Regional players are a hugely important part of the technology channel in EMEA, and provide a focus and range of services tailored to each of the countries in which they operate. This new association seeks to promote the benefit to technology vendors of this focused approach and to provide a forum to identify opportunities to grow the addressable market for technology products."

"As well as being advocates and enablers of what technology can do for users, members of our new association bring special value to our customers because we are local, so we speak the language and do business in the language of our customers," commented Gustavo Moeller-Hergt, CEO of ALSO.

The association is also keen to get information out to customers that will help them keep abreast of the rapidly-changing technology landscape. "We have an ambition to create what we call a 'chain of knowledge' all the way from vendors through the channel to end users," said Alessandro Cattani, CEO of Esprinet. "Amongst other things, we will be publishing several case studies a year that will highlight issues of common interest in the region."

Exertis Captech acquires AlphaBridge

Sweden: broadliner Exertis Captech has acquired for an undisclosed amount storage VAD Alphabridge. This acquisition is part of a strategy for Exertis Captech to strengthen in the B2B market. Alphabridge was more particularly specialized in SAN, storage virtualization and tiered storage with Nexsan by Imation, Datacore and OCZ Enterprise. Its offer will complement Dell products in Exertis Captech portfolio (source: IT Kanalen Sverige).

Exertis invests in cabling and accessories

Slowly but surely, the Irish group Exertis is building up its presence in Europe. After Computers Unlimited in France, Spain and the United Kingdom and Captech in Norway and Sweden, the distributor has decided to acquire the French cabling and connectivity specialist CUC for an undisclosed amount. The acquisition of CUC allows Exertis to also enter the German market, as CUC acquired some years ago its German counterpart Fröhlich & Walter (much to ITdistri's suggestion…), and strongly strengthen its customer base in continental Europe, as CUC boasts a reseller base of 9000 companies, with a global turnover of about €60m, split half-half betwen France and Germany.

Exertis increases presence in Asia with opening of new expanded office in China

United Kingdom: broadliner Exertis has opened new expanded offices at Honglong Century Plaza, Shenzhen, China as part of its strategy to increase its global presence. The recent investment in the China office ensures it is better able to help UK brands build and quickly develop a route to market in China and beyond, while also using Exertis' local market knowledge to help them respond quickly to market changes in a rapidly evolving and dynamic economy. Exertis' bespoke configuration services will help brands a tailor and build their solutions to meet the Asian market's specific needs. Since it began operating in 2006, Exertis' China office has successfully established itself as a key enabler of Exertis' technology customers' supply chains, both into and out of the region. The newly expanded office is Exertis' Centre of Excellence in Asia, a platform for procurement, production management, logistics, transport management and quality assurance services in the region. In the past twelve months, the Shenzhen office has managed products worth in excess of €180 million. Exertis offers an integrated supply chain management service for technology brands seeking to access European consumer and business markets. With the capability to handle all aspects of the route to market, from the factory gate in Asia to the consumers' home in the major markets in Western Europe, Exertis offers a unique market proposition. Commenting on the announcement, Niall Ennis, Managing Director of Exertis, said "Exertis in China has gone from strength to strength since establishing a presence there in 2006 and the additional investment we are making there will allow us to continue to grow strongly, supporting the supply chain demands of our global technology customers by taking advantage of our knowledge and expertise to deliver tailored solutions."

New partnerships in Scandinavia

According to our colleagues from IT24 Sverige, several new partnerships have been signed during summer in the region. Broadliner Exertis Captech now distributes Sony videoprojectors and large-sized displays. Broadliner Swedeltaco has added ZyXEL products to its networking portfolio. Alcatel-Lucent has opened a partnership with the Value division of broadliner Ingram Micro, starting in Sweden but expected to expand to Denmark and Finland (although it is difficult to understand how, as Ingram Micro has no VAD presence in these two countries). Broadliner Gandalf Data has inked a distribution deal with French mobility accessory vendor Port Designs. And, finally, local ESET representative Eurosecure has appointed broadliner ALSO as official distributor for Scandinavia, through its offices in Denmark, Finland, Norway and Sweden.


Exertis CapTech AB

Exertis CapTech AB
Ekonomivägen 11
SE-436 33 Askim
Telefoon : +46 (0)31 45 04 00
Faxnummer : +46 (0)31 45 04 01
Website :
E-mailadres :


Algemeen directeur : Dhr. Daniel Johnsson (*** ****** ******)
Commercieel directeur : Dhr. Niclas Williamson (*** ****** ******)
Marketing directeur : Dhr. Mats Roosemark (*** ****** ****)
Verkoopdirecteur : Dhr. Johan Cheng Falkström (*** ****** *****)
Verkoopdirecteur : Dhr. Ambjõrn Andersson (*** ****** *******)
Inkoopdirecteur : Dhr. Jonas Silander (*** ****** *****)
Product manager : Dhr. Hannes Wallin (*** ****** ******)


Oprichtingsjaar : 1989
Organisationsnummer : 556350-3548
BTW-Nummer : SE 556350354801
Jaarlijkse omzet
2013 : 163,55 M€
2012 : 163,23 M€
2011 : 148,31 M€
2010 : 122,80 M€
2009 : 95,04 M€
Actieve resellers : 2000
Indirecte omzet : 100%
Belangrijkste merken : BenQ, Gigabyte, Leadtek, NEC, Toshiba
Klanten : Assembleurs, centrale inkoopbedrijven, dealers, e-commerce, gespecialiseerde detailhandelaren, gespecialiseerde resellers, hypermarkten, multispecialists, onderhoudsbedrijven, postorder-resellers, semi-distributeurs, supermarkten, VAR, verenigingen, verkooppunten, warenhuizen
Aantal personeelsleden : 140 werknemer(s)