ACES Direct
Aces Direct is a Dutch IT Business Partner and value-added distributor selling 173,000+ IT hardware, software, and managed-service SKUs to enterprise, mid-market, and government customers across the Netherlands, with lifecycle services spanning deployment, fleet management, and certified disposal.
- Company typePrivate
- Founded2000
- HeadquartersTilburg, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingServices
What ACES Direct does
Aces Direct B.V. operates as a Dutch IT Business Partner and Value-Added Distributor headquartered in Tilburg, with a secondary operations site in Waalwijk. Founded in 2000, the company sells through a catalog of over 173,000 IT SKUs and a portfolio of managed services targeting Dutch enterprise, mid-market, and government customers across healthcare, manufacturing, media, financial services, retail, telecom, and public administration. Named customers include CZ, Siemens, NOS, Nedap, Spotler, Quooker, Vitalis, My Jewellery, Cardea, Van Spaendonck, Intermax, and Gemeente Halderberge.
The commercial model is dual-track. The first track is hardware, software, peripheral, telecom, POS, and component distribution through an e-commerce storefront and a direct enterprise sales force supported by Junior Accountmanagers, Senior Accountmanagers New Business, and Partner Managers. Products span HP, Apple, Microsoft, Samsung, Lenovo, Dell, and HPE lines. The second track is a services overlay built around the proprietary 'Aces 8' engagement methodology (Kennismaken, Inventariseren, Analyseren, Adviseren, Co-creëren, Adopteren, Monitoren, Inspireren), covering pre-provisioned deployment, on/offboarding, fleet management, Backup as a Service, Apple consultancy, OEM/OT solutions, audiovisual solutions (strengthened by the November 2025 RUIM acquisition), and certified IT Asset Disposal with Blancco data wiping and physical destruction.
ACES Direct makes money through a mix of one-time hardware and software license sales, recurring warranty and support extensions, and managed-service contracts. Pricing is quote-based rather than publicly disclosed, and business accounts receive a personal contact person, minimum two-year warranty, 60-day reflection period, and pay-after terms. Distribution occurs exclusively within the Netherlands via direct enterprise sales, an e-commerce platform, public procurement tenders (9 won in 2025), and brand-partner channels; the firm is ISO 27001 certified and positions sustainability (circular IT, IT Retour Programma) as a key differentiator.
ACES Direct firmographics
Firmographics- Name
- ACES Direct
- Legal name
- Aces Direct B.V.
- Website
- https://acesdirect.nl
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Aces Direct is a Dutch IT Business Partner and value-added distributor selling 173,000+ IT hardware, software, and managed-service SKUs to enterprise, mid-market, and government customers across the Netherlands, with lifecycle services spanning deployment, fleet management, and certified disposal.
- Ownership category
- akta.pro rank
ACES Direct industry classification
Industry- Product category
- IT Distribution and Managed Services
- NAICS
- Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045), Services-Equipment Rental & Leasing, Nec (7359)
- akta.pro primary industry
- IT Procurement & Sourcing Services (Hardware/Software) (BPAEAOAG)
- akta.pro secondary industries
- IT Asset Lifecycle Services (Procure-to-Retire) (BPAEAOAF), IT Asset Disposition (ITAD) & Secure Data Erasure (BPAEAOAK), Lease, Warranty & Maintenance Management Services (BPAEAOAL)
Keywords
Where ACES Direct is headquartered
LocationHeadquarters
- HQ city
- Tilburg
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
ACES Direct business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- IT Hardware Sales: ACES Direct generates revenue primarily through the sale of IT hardware products including computers, servers, networking equipment, peripherals, and components through its e-commerce platform. The company stocks 173,000+ IT products and sells directly to business customers.
- IT Software and Licenses: Revenue is also generated from the sale of software licenses including operating systems, office suites, antivirus/security software, and downloadable software products.
- Managed and Professional Services: The company generates revenue from services including fleet management, backup as a service (BaaS), pre-provisioned deployment, onboarding/offboarding, IT lifecycle management, consultancy, installation, co-location, maintenance contracts, and data destruction services.
- Warranty and Support Extensions: Revenue from extended warranty and support contracts, installation services, and service packages bundled with hardware purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | Business Account Pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
ACES Direct product offering
Product offeringCore offering
ACES Direct is an IT business partner and value-added reseller supplying organizations in the Netherlands with a catalog of 173,000+ IT hardware, software, and peripheral products alongside managed services covering the full IT lifecycle. Core offerings include configured workstations, software licensing, on- and offboarding services, fleet management, Backup as a Service (BaaS), IT lifecycle management, IT asset disposal with certified data destruction, audiovisual solutions, and Apple consultancy, delivered to enterprise, mid-market, and public-sector customers.
Product overview
ACES Direct is an IT Business Partner and distributor offering a comprehensive portfolio of IT hardware, software, and managed services to organizations in the Netherlands. The company operates a dual model combining (1) a broad product catalog of 173,174 IT products including computers, servers, networking equipment, telecom, printers, components, multimedia, software, and point-of-sale systems from brands like HP, Apple, Dell, Lenovo, Microsoft, Samsung, and HPE; and (2) a suite of managed solutions including IT Werkplekken (managed workstations), On- and Offboarding services, IT Retour Programma (circular hardware disposal), IT Lifecycle Management, Backup as a Service, Fleetmanagement, and audiovisual solutions. The offerings work together as an end-to-end IT lifecycle partner—from device procurement and pre-provisioning through deployment, fleet management, and sustainable end-of-life recycling.
Differentiator
Problem solved
Functional benefit
Products and services
- IT Hardware Catalog (Computers, Servers, Networking, Telecom, Print, Components, Multimedia, POS) A catalog of 173,000+ IT hardware products including notebooks, desktops, workstations, all-in-one PCs, tablets, monitors, thin clients, servers, NAS storage, UPS, disk arrays, racks, network switches, routers, wireless access points, firewalls, smartphones, headsets, multifunction/laser/inkjet/3D printers, scanners, components (SSDs, memory, GPUs, motherboards, processors), multimedia peripherals, and point-of-sale equipment from major brands such as HP, Apple, Dell, Lenovo, Microsoft, Samsung, and HPE. Sold to organizations in the Netherlands through e-commerce and direct sales.
- Software Licenses (Softwarelicenties) Software licensing solutions providing operating systems, office suites, antivirus and security software, licenses, and graphic design applications to organizations. Includes software license management as a service.
- IT Werkplekken (Managed Workstations) Fully configured workstations ready for use, managed and sustainably delivered to organizations as part of an end-to-end workplace solution.
- On- en Offboarding Service Complete device issuance and return process covering smooth intake of new employees' devices and sustainable reuse of returned devices, supporting organizations with onboarding and offboarding logistics.
- Backup as a Service (BaaS) Cloud-based backup service providing data protection and business continuity for organizations.
- Fleetmanagement Data-driven insights and tooling for managing and optimizing workplace device fleets across the organization.
- IT Lifecycle Management End-to-end IT asset lifecycle management from acquisition through deployment, usage, and recycling, with certified data destruction included.
- IT Retour Programma and IT Asset Disposal (ITAD) Safe, reliable, and environmentally friendly disposal of obsolete or surplus hardware through circular economy practices, including responsible disposal of outdated IT equipment at the Waalwijk operations facility.
- Physical Data Destruction and Blancco Data Wiping Certified software-based data wiping using Blancco and physical destruction of data storage media, both with certification, providing secure end-of-life data removal for organizations.
- Audiovisuele Oplossingen (Audiovisual Solutions) Effective collaboration solutions using the right audiovisual technology for meeting rooms and communication needs, enhanced by the November 2025 acquisition of RUIM.
- Apple Consultancy Specialized consulting services for Apple device deployment and management, supporting customers including My Jewellery with Apple device strategies in retail operations.
- Pre-provisioned Deployment and Nieuw Device in 1 Dag Pre-configured device deployment services that enable immediate productivity, including rapid replacement delivering new devices within one day.
- Garantie & Service (Warranty and Support Extensions) Warranty extensions, installation services, colocation services, maintenance contracts, and logistics support bundled with hardware purchases, including a minimum 2-year warranty for business customers.
- OEM Oplossingen (OEM Solutions) IT solutions in service of Operational Technology providing stable performance in industrial environments, targeting OEM and industrial customers such as Siemens.
Quantifiable outcome
- 9 public tenders won in 2025, a record year for the company
Companies that use ACES Direct
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
ACES Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ACES Direct partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- HPcoreACES Direct holds HP partner status and resells the full HP product portfolio including PCs, servers, printers, and accessories. The company recently received HP Amplify Impact 3-Star Status, demonstrating advanced capabilities in sustainable partner practices.
- ApplecoreACES Direct is an Apple partner offering Apple consultancy services, Mac device procurement, and Apple-based workplace solutions. The company highlights Apple device strategies in its customer case studies.
- MicrosoftcoreACES Direct resells Microsoft software licenses including operating systems and productivity software, and offers software license management as a service.
- SamsungcoreSamsung mobile devices, tablets, and displays are part of the product catalog. ACES Direct supports Samsung Galaxy device deployments for business customers.
- LenovocoreLenovo PCs, laptops, and servers are stocked and sold through ACES Direct's e-commerce platform and sales teams.
- DellcoreDell products including desktops, laptops, and enterprise solutions are available through ACES Direct.
- Villa PardoesminorACES Direct supports Villa Pardoes, an organization that provides experiences for seriously ill children. The company participates in events and donations supporting Villa Pardoes as part of its CSR program.
- JINCminorACES Direct is a proud partner of JINC, an organization working to give children from disadvantaged backgrounds a fair chance in the labor market through internship programs and career orientation.
- Kamerata ZuidminorACES Direct partnered with Kamerata Zuid (youth orchestra) to support Tilburg-based youth through music education, as part of the company's community engagement in the Tilburg region.
- RUIMcoreACES Direct made a strategic acquisition of RUIM in November 2025 to strengthen its audiovisual (AV) expertise, expanding service capabilities in AV solutions for customers.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
ACES Direct competitors and assessment
Company assessmentRegional players
- Westcoast: UK-based IT distributor offering hardware, software, and cloud services — comparable in product breadth and channel model but operating exclusively in the UK rather than the Benelux market served by ACES Direct.
- Wortell: Dutch Microsoft-focused IT services and workplace modernization specialist — competes with ACES Direct on the software license, Microsoft 365, and managed workplace services layer within Dutch enterprise accounts.
- Macnico: Benelux-headquartered value-added distributor specializing in AV, networking, and IT security products — comparable on the AV (post-RUIM) and networking distribution adjacencies, though primarily serving resellers rather than end enterprises.
Direct peers
- Bechtle: Germany-headquartered IT system house and distributor (publicly listed) offering IT hardware, software, and managed services to enterprise and public-sector customers — highly comparable given the vendor-portfolio breadth, public tender activity, and integrated services model.
- Also Group: European IT distributor (DACH-headquartered, publicly listed) operating across hardware, software, and IT lifecycle services to resellers and managed service providers — directly comparable in business model, vendor portfolio, and enterprise lifecycle services.
- Copaco: Dutch IT value-added distributor headquartered in the Netherlands, focused on software, cloud, and hardware distribution to resellers and enterprises — the closest direct domestic peer to ACES Direct given overlapping B2B IT distribution model and Dutch market focus.
- Centralpoint: Dutch online IT retailer/distributor selling hardware, software, and peripherals to business customers in the Netherlands — direct competitor in the Dutch mid-market e-commerce B2B hardware segment.
Broad incumbents
- Ingram Micro: World's largest IT distributor offering hardware, software, and supply-chain services globally — directly comparable in distribution, configuration, and ITAD services but operating at vastly greater scale across multiple geographies.
- Computacenter: UK-headquartered enterprise IT infrastructure provider (publicly listed) combining hardware procurement with managed services and IT lifecycle management for large enterprise and public-sector customers — closely comparable on the enterprise field-sales and lifecycle services model.
- TD SYNNEX: Global IT distributor (publicly listed) covering the full HP/Apple/Dell/Lenovo/Microsoft/Samsung portfolio plus logistics, configuration, and lifecycle services — a broad incumbent against whom ACES Direct competes for mid-market and enterprise accounts across Europe.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
ACES Direct social profiles
Digital presenceACES Direct compliance and trust
Trust signalCompliance1 record
ACES Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
ACES Direct leadership team
Management profileNumber of profiles
Profiles4 records
ACES Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ACES Direct M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ACES Direct
What does ACES Direct do?
ACES Direct is an IT business partner and value-added reseller supplying organizations in the Netherlands with a catalog of 173,000+ IT hardware, software, and peripheral products alongside managed services covering the full IT lifecycle. Core offerings include configured workstations, software licensing, on- and offboarding services, fleet management, Backup as a Service (BaaS), IT lifecycle management, IT asset disposal with certified data destruction, audiovisual solutions, and Apple consultancy, delivered to enterprise, mid-market, and public-sector customers.
Is ACES Direct a public or private company?
ACES Direct is a private company. It is classified as unknown and is currently operating.
When was ACES Direct founded?
ACES Direct was founded in 2000. It employs 51 to 100 people.
Where is ACES Direct based?
ACES Direct is headquartered in Tilburg, Netherlands, in the Europe region.
How does ACES Direct make money?
Four revenue lines are on record. IT Hardware Sales are the primary driver. The others are IT Software and Licenses, managed and Professional Services and warranty and Support Extensions.
Who are ACES Direct's main competitors?
Regional players on record are Westcoast, Wortell and Macnico. Direct peers are Bechtle, Also Group, Copaco and Centralpoint. Broad incumbents are Ingram Micro, Computacenter and TD SYNNEX.
Does ACES Direct have an API?
No public API is recorded for ACES Direct.
What industry is ACES Direct in?
ACES Direct's product category is IT Distribution and Managed Services. Its primary akta.pro industry code is BPAEAOAG, IT Procurement & Sourcing Services (Hardware/Software), with a secondary code of BPAEAOAF, IT Asset Lifecycle Services (Procure-to-Retire). Its NAICS code is 54151 and its SIC code is 5045.