Pax8 laid down a challenge to the IT distribution sector in March when it took out a full-page New York Times advert accusing its two largest protagonists, TD Synnex and Ingram Micro, of “selling the past”.
The ‘marketplace’ upstart clearly doesn’t like being called a distributor.
“Pax8 is not like the rest and never has been,” its EMEA CEO Harald Nuij reiterated in its profile for Oxygen’s Must-Know UK Distributors and Marketplaces 2025, in which it ranked 20th.
But what did its peers make of its extraordinary broadside in the US’ most widely read newspaper?
Was it a meaningless marketing stunt? Or did it hit on a more substantive shift in the identity of IT distribution?
We asked all the distributors featured in the report for their response. Here is what a selection of them said.
Will McIntee, a VP of Business Development at Companial
“It did make me laugh. I can sometimes be a bit prickly about the term “distributor”, but when you try to describe yourself as a ‘Microsoft Business Applications Partner Services organisation that happens to also distribute Microsoft cloud software”, sometimes it’s just easier to say a single word!”
Companial ranked 39th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Hayley Roberts, CEO of Distology
“From a marketing point of view, it was bold, and it had the intended impact both then and now as it’s still being spoken about.”
Distology ranked 25th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Dave Watts, VP UK&I of TD Synnex
“I said at the time that we welcome the conversation about the importance of distribution, and that the word doesn’t fully describe all the value we offer. But it’s what you do that matters, not what you’re called. My view hasn’t changed.”
TD Synnex ranked 1st in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Omar Galbraith, CEO of Ethos
“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.”
Ethos ranked 16th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Chris Walsh, MD of ABC Distribution
“It was advertising and I respected it. It may have rattled a few cages but maybe after a few years of everyone being afraid to upset anyone, I liked it. I am from a generation where we were taught “sticks and stones etc” and it created a reason to talk about their stance and advert and I for one welcomed something that wasn’t about how someone had become carbon neutral/met green targets as I don’t believe anyone actually cares. Fair shout to that company- they differentiated themselves.”
ABC Distribution ranked 47th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Adam Williamson, UK Country Manager at Exclusive Networks
“We’d rather invest our marketing budget into activities that help generate real, tangible opportunities for our partners.”
Exclusive Networks ranked 6th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Jason Chibnall, MD of Hammer
“Not really sure of who the ultimate target audience for a paid advert was, but it’s created interest in Pax8, which will be good for them.
“I don’t really feel too strongly or not about the term ‘distributor’, which they seem to be distinguishing themselves apart from. But it is a term that has been very clear to everyone in the channel for many years, which allows each of us in the relationship between vendors/manufacturers and the ultimate end users to know what role we play in that relationship.
“Our platforms for delivery may distinguish us against our competitors but fundamentally doesn’t change our place in the channel supply chain hierarchy.”
Hammer ranked 13th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Mukesh Gupta, CEO of e92plus
“Criticising the very thing they do is bold.”
e92plus ranked 22nd in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
John Hayes-Warren, CEO of Intec Microsystems
“What they did was smart marketing because it got people talking, analysing who they are, and understanding their proposition more widely. Of course, in channel terms they’re still a distributor, but I respect the desire to reframe; differentiation and challenging convention are how businesses evolve.”
Intec Microsystems ranked 23rd in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Joel Chimoindes, CEO of Nuvias UC
“I thought it was great. Whether you agree with it or not, it achieved exactly what they set out to do – generating publicity for the company and an industry debate. Personally, I wouldn’t agree with everything that was said, but to be fair, we’ve been trying to move away from the term “distributor” ourselves, which is why we position ourselves as a channel enablement specialist.”
Nuvias UC ranked 24th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Kevin Howse, Chief Commercial Officer at Simms International
“I don’t agree with the approach, but it reflects frustration with outdated perceptions of distributors and a desire to redefine the industry’s real value.”
Simms International ranked 33rd in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Ben McKean, Sales Director of Selectec
“It’s great PR, but I find it potentially short-sighted. We’ve been a software distributor for over 40 years. The term isn’t the problem; the value you add is what matters. We’re a strategic partner that offers specialist knowledge, support, and integration expertise – we choose selective distribution based on capability, not just volume. If you adopt a “stack ‘em high, sell ’em cheap” model, then sure, run the ad. For us, ‘distributor’ is just the starting point of a much deeper, more valuable relationship.”
Selectec ranked 41st in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Justin Carl, MD of Provu Communications
“Distribution should not be viewed as a dirty word. That’s simply wrong. However the ones that will grow and survive will be those that grow with the market through offering a range of fulfilment services that the channel needs and are nimble enough to change with the market at real pace.”
Provu Communications ranked 40th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Dave Stevinson, CEO of QBS Software
“In my opinion, it was an assertion of individuality and a desire not to be tarnished with the low multiple of hardware distributors in the public markets. At QBS, we see ourselves as a software delivery platform helping both our publishers and partners sell better!”
QBS Software ranked 12th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Nathan Marke, Chief Strategy Officer at Giacom
“I’m sure it served their purpose!”
Giacom ranked 9th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Gerard Brophy, CRO, Climb Channel Solutions
“It was a bold statement, but I believe it left out something important. Distribution isn’t a label we should be afraid to use – it’s what gets great technology into the market faster and more effectively.
“At Climb, logistics are just one part of our story. Our real value lies in helping vendors and resellers connect, anticipate demand, and ensure solutions reach the customers who need them, when they need them. We don’t need to reinvent the word ‘distributor’. We’d rather prove, every day, that great distribution builds relationships and shapes the market conditions that make lasting success possible.”
Climb Channel Solutions ranked 17th in Oxygen’s 50 Must-Know UK Distributors and Marketplaces, Powered by Pimberly. See its full profile here.
Doug Woodburn is editor of IT Channel Oxygen
