Specialism: Enterprise storage
Key vendors: Pure Storage, EGA, Portworx, Superna
Revenue: £150m (+60%)
Active reseller/MSP base: 80 (UK), 100 (global)
This Bedford-based storage VAD is on a mission to bridge the gap between tech hotspots such as Silicon Valley and the UK, claiming the latter lags “a minimum of two years” behind.
The Pure Storage partner saw total revenues vault 60% to £150m in its year to 31 January 2025, with the UK generating £74m of that (up from £58m in 2024), according to numbers it split out for us.
Ethos is looking to sign “several important vendors” in the next 12 months, CEO Omar Galbraith revealed (see Q&A below).
“Our most under-rated face? Our operations and logistical capabilities”
Quickfire Q&A with CEO Omar Galbraith
What’s your top priority over the next 12 months?
Signing several important vendors and building our business plan to navigate this current government’s unpredictability with business.
What’s the most under-rated facet of your business?
Our operations and logistical capabilities – we believe we do this better than our competition.
Name a vendor or technology area that’s been a hit for you in 2025
We have recently signed an exciting AI vendor EGA that we are seeing a lot of interest in; it really is a game changing technology. Also our continued growth with Pure as they have added a more solutions-based element to their product portfolio enabling Pure and our partners to offer more to customers.
Are you expecting to grow in this calendar year?
Yes, in the UK we are expecting growth of around 20-30% and global operations around 70%.
What distribution news story most grabbed your attention in 2025?
The ransomware cyberattack on Ingram Micro in early July 2025.
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?
I believe it’s around market consolidation amid surging AI-driven demand for NVMe arrays and cloud storage. Overall, I think it’s a sign of maturation in a rebounding sector which is projected to grow 3.6% in 2025, though I see risks short-term with uncertainty with international trade and government budgets etc.
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’?
I think parts of the ad were very relevant about legacy distribution being in the past. As a tech sector we need to evolve as quickly as the technology around us.
On a scale of 1-10, how optimistic are you about the IT distribution market right now?
7
Oxygen 50 Must-Know IT Distributors and Marketplaces 2025 is Powered by Pimberly. See who else made the cut here.
