Specialism: Spare parts and hardware
Key vendors: Cambium Networks, Raritan, Ubiquiti, Dell, HPE, HP, Bixolon, CipherLab, Star Micronics, Lindy, MicroConnect, Sandberg
UK revenue: £38.5m (+3%)
UK headcount: 17
Active reseller/MSP base: 1,660
Having recently moved offices and warehouses, the UK arm of this Denmark-headquartered hardware distributor is banking on a “good increase in revenue” in 2025, its MD Sunil Bouri told us (see Q&A below).
EET counts network infrastructure, parts & upgrades, barcoding & scanning and cables, adapters & peripherals as its four product stomping grounds.
Its Uxbridge-based, UK arm saw revenue advance 3% to £38.5m in calendar 2024, with the wider group generating a top line of €659m.
“We have almost reached the revenue of last year with a quarter to go”
Quickfire Q&A with UK MD Sunil Bouri
What’s your top priority over the next 12 months?
Working more closely with customers and helping them create further efficiencies and competencies. We moved our warehouse and offices this year with this always in mind. Delivery is key and we are delighted to have increased our stock holding in the UK to provide improved service levels. Combined with our bright new office to showcase our comprehensive offering, host training events and to enjoy a few games of pool!
What’s the most under-rated facet of your business?
The products and brands we have curated through customer feedback and market trends to fulfil varying requirements and improve reseller margins. Peripherals from Sandberg, mobile accessories from eStuff, cables from MicroConnect and Vivolink, data racks/cabinets from Lanview, and all things retail & hospitality from Capture.
Name a vendor or technology area that’s been a hit for you in 2025
Ubiquiti have grown 50% in their last fiscal quarter YOY and as an Elite Distributor we are seeing a larger appetite for their products from all types of customer and industries. They are gaining more in the enterprise space against some of the larger names and their innovative portfolio and cost to performance ratio is winning many people over.
Are you expecting to grow in this calendar year?
Yes, we have almost reached the revenue of last year with a quarter to go so there will be a good increase.
What distribution news story most grabbed your attention in 2025?
It’s fair to say you and IT Channel Oxygen keep us all well informed, so hats off for the great coverage and articles!
3 of the 4 largest companies in this report have changed ownership in the last 12 months (or are about to). What does that say about the market?
Scale and specialism are still key, but this has always been the way so not really a surprise that we continue to see consolidation or new investors.
How do you feel that one company featured in this report took out a full-page New York Times ad in March blasting the term ‘distributor’?
It got everyone talking about it! Ironically, we are called distributors but what we really do is unite.
On a scale of 1-10, how optimistic are you about the IT distribution market right now?
Cloud and AI continue to take a lot of focus and attention, so hardware sourcing and deployments need to be more efficient especially with margins under pressure. We do more than just ship boxes and help many partners with configuration, setup/bundling and create solutions before they are deployed. We also have great marketing tools and product guides/configurators to assist with generating more opportunities. We adapt, evolve and support customers the best we can, so it will always be a 10!
Oxygen 50 Must-Know IT Distributors and Marketplaces 2025 is Powered by Pimberly. See who else made the cut here.
