First Distribution
- Company typePrivate
- Founded2016
- HeadquartersCape Town, South Africa
- Headcount251–500
- GTM typeB2B
- OfferingServices
First Distribution firmographics
Firmographics- Name
- First Distribution
- Legal name
- Epsidon Technology Distribution (Pty) Ltd
- Website
- https://firstdistribution.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
First Distribution industry classification
Industry- Product category
- IT Value-Added Distribution
- NAICS
- Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (42343)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Distribution & Wholesale ERP (Inventory, Order, Warehouse) (HDAEAEAC)
- akta.pro secondary industry
- Cloud Managed Services (Operations, Monitoring, Patching) (BPAEACAF)
Keywords
Where First Distribution is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
First Distribution business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Distribution Margin: First Distribution generates revenue through margin on the sale of enterprise IT hardware, software, and cloud services to channel partners and resellers. As a value-added distributor, the company takes a margin on products sourced from vendors and sold to the reseller channel.
- Cloud Services Brokerage: Through First for Cloud, the company provides cloud services brokerage including consulting, webstore setup, and support services, generating recurring revenue from cloud subscriptions and value-added services.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
First Distribution product offering
Product offeringCore offering
First Distribution is Africa's leading value-added distributor (VAD) of enterprise IT solutions, operating under Epsidon Technology Distribution (Pty) Ltd. The company distributes hardware, software, and cloud services from over 50 global vendors (including Microsoft, AWS, Dell, HPE, IBM, Fortinet, CrowdStrike, Veeam, Commvault, Canonical, Ruckus, and Qualys) to channel partners—IT resellers, system integrators, and managed service providers—across southern Africa. It provides pre-sales enablement, technical support, marketing initiatives, and cloud services brokerage through its 'First for Cloud' platform, taking a margin on distributed products and earning recurring revenue from cloud subscriptions.
Product overview
First Distribution is Africa's leading value-added distributor for enterprise IT solutions, operating as a platform-plus-vendor-portfolio model. The company's core offerings span five solution areas: First for Cloud (cloud services brokerage with consulting and webstore services), Datacentre Solutions (servers, storage, virtualisation, and converged/hyper-converged infrastructure), Cyber Security (network security, endpoint protection, and unified threat management), Networking (wired/wireless connectivity, routing, and enterprise networking), and Virtualisation. The product portfolio includes over 50 vendor brands across categories including Client Computing (Dell, Lenovo, LG, Samsung, Toshiba), Cloud Services (AWS, Microsoft 365, Azure, IBM, Canonical Ubuntu), Cyber Security (Fortinet, CrowdStrike, Kaspersky, Qualys, Akamai, RSA, Forcepoint), Data Management (Veeam, Commvault, Druva, Cohesity, ExaGrid, Cloudera), Virtualisation (Omnissa, NexaVM, Virtuozzo), Networking (Ruckus, Huawei, Dell Technologies, Grandstream), and Unified Communications (Zoom). Microsoft 365 Copilot and Azure AI services represent the primary AI-enabled offerings distributed through the platform, while vendor products like TrendAI and Microsoft Copilot for Security provide specialised AI cybersecurity capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- First for Cloud First Distribution's cloud services brokerage platform enabling partners to sell cloud services quickly. Offers pure cloud services plus value-added peripheral services including consulting, webstore setup, and support for channel partners in southern Africa.
- Datacentre Solutions Optimised infrastructure solutions for maximum performance covering converged and hyper-converged infrastructure, servers, storage, and virtualisation services distributed through premier vendor brands for enterprise customers.
- Cyber Security Solutions Complete cybersecurity solutions including network layer security, email security, firewalls, antivirus software, browser security, and unified threat management (UTM) for comprehensive network defence, distributed from vendors such as Fortinet, CrowdStrike, Kaspersky, Qualys, and Akamai.
- Networking Solutions Enterprise networking solutions including connectivity, cabling, fibre, nested security, UTM, routing, and wireless networks from top-class vendors such as Ruckus, Huawei, Fortinet, Dell Technologies, and Grandstream.
- Virtualisation Solutions Leading vendor virtualisation products enabling users to save up to 70% on overall IT costs by consolidating resource pools and delivering highly available virtual machines through vendors such as Omnissa, NexaVM, and Virtuozzo.
- Microsoft 365 Comprehensive productivity suite including Office apps, cloud storage, business email, advanced security with Microsoft Defender and Intune, and collaboration tools including Teams, SharePoint, and Copilot AI assistant, distributed through First Distribution as a Microsoft CSP partner.
- Microsoft Azure Cloud platform offering scalable compute, storage, networking, and AI services enabling digital transformation with over 1,000 advanced services deployable at the click of a button, distributed through First Distribution.
- AWS (Amazon Web Services) Amazon Web Services cloud offerings distributed through First Distribution including compute, storage, database, and advanced cloud services for enterprise transformation, accessed through the First for Cloud brokerage platform.
- Microsoft 365 Copilot AI-powered assistant integrating large language models with Microsoft 365 services to enhance productivity across Word, Excel, PowerPoint, Outlook, and Teams by drafting content, analysing data, and automating workflows.
- Fortinet Cybersecurity solutions including network security, firewall, and unified threat management for protecting enterprise networks from evolving threats, distributed through First Distribution.
- CrowdStrike Cloud-delivered endpoint and workload protection platform using AI-powered threat detection, threat intelligence, and incident response for modern security operations, distributed through First Distribution.
- Veeam Backup, recovery, and data management solutions for virtualised infrastructure enabling reliable data protection and business continuity, distributed through First Distribution's data centre portfolio.
- Dell Technologies Enterprise IT solutions including servers, storage, networking, and client computing devices optimised for datacentre and business-critical workloads, distributed through First Distribution.
- HPE (Hewlett Packard Enterprise) Hewlett Packard Enterprise solutions covering servers, storage, hybrid IT infrastructure, and intelligent storage systems for enterprise datacentre environments, distributed through First Distribution.
- Qualys Cloud-based IT, security, and compliance solutions including Enterprise TruRisk Management (ETM) for comprehensive cyber risk management in modern IT environments, distributed through First Distribution.
- NexaVM Next-generation virtualisation platform designed for cost-conscious IT environments, claiming to reduce total cost of ownership by up to 50% and enable production-ready infrastructure deployment in under 30 minutes, distributed through First Distribution.
- Canonical Ubuntu Ubuntu Pro and enterprise open source solutions distributed across Africa, providing local enablement, advisory services, and subscription management for Canonical partners.
- Ruckus Networks Wired and wireless networking solutions including access points, switches, and network controllers for enterprise-grade networking across multiple industries in the SADC region, distributed through First Distribution.
Quantifiable outcome
- Virtualization can reduce overall IT costs by up to 70%
- +2 more outcomes
Companies that use First Distribution
Customer profileSegments1 record
Ideal customer profiles1 record
First Distribution technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability9 records
First Distribution partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core.
- QualyscoreFirst Distribution partnered with Qualys to bring a differentiated cyber risk management offering to modern IT environments. The collaboration combines First Distribution's channel presence with Qualys' Enterprise TruRisk Management (ETM) solution, strengthening First Distribution's cybersecurity go-to-market capabilities. The partnership aims to drive long-term growth and deliver measurable value across the market.
- IBMcoreITWeb partnered with First Distribution and IBM to launch a survey assessing how ready South African businesses are to adopt AI-driven automation. The research aims to uncover current usage, perceived value, and implementation barriers. Sifiso Mohlala, IBM software product manager at First Distribution, stated that the research seeks to understand how organisations are approaching AI automation practically.
- NexaVMcoreFirst Distribution expanded its data centre portfolio with the addition of NexaVM, a next-generation virtualization platform designed for cost-conscious IT environments. The partnership enables First Distribution's partners to offer an enterprise-grade virtualization alternative that claims to reduce total cost of ownership by up to 50% and allows deployment of production-ready infrastructure in under 30 minutes. NexaVM is a European-developed platform aiming to accelerate its growth across southern Africa.
- QuestcoreFirst Distribution collaborates with Quest to promote data-driven modernization, security, and efficiency solutions for its partners and customers. Quest's technology aids in data unification, AI-driven modeling, and migration to modern cloud architectures.
- Ruckus NetworkscoreFirst Distribution was appointed as an authorised distributor for Ruckus Networks across the SADC region, providing partners with access to the full range of Ruckus Networks' wired and wireless networking solutions including access points, switches, and network controllers. The partnership includes enablement, technical support, and marketing initiatives to support growing demand for enterprise-grade networking.
- CanonicalcoreFirst Distribution was appointed as Canonical's first Africa-focused distributor, enabling it to distribute and support Canonical solutions including Ubuntu Pro across the continent. The partnership aims to accelerate enterprise open source adoption by providing local enablement, advisory services, and subscription management to Canonical partners throughout Africa.
- AkamaicoreAkamai, through First Distribution in South Africa, provides enterprise-grade cybersecurity solutions including zero trust, API security, DDoS mitigation, and micro-segmentation to local partners and customers. These offerings aim to address evolving threats such as identity theft, ransomware, and API abuse, especially in digital banking, fintech, and retail sectors.
- HuaweicoreFirst Distribution promotes Huawei's PEN technology, a next-generation campus networking architecture that combines passive optical systems with high-performance Ethernet. The technology aims to reduce operational complexity and energy consumption, supporting high bandwidth demands for AI-driven and device-heavy environments.
- AWS (Amazon Web Services)coreFirst Distribution serves as an AWS distributor, enabling partners to access AWS cloud services and solutions through the First for Cloud platform.
- MicrosoftcoreFirst Distribution is a Microsoft Cloud Solution Provider (CSP) partner offering Microsoft 365, Azure, Dynamics 365, and other Microsoft solutions to the channel.
- Dell TechnologiescoreFirst Distribution distributes Dell Technologies products including servers, storage, networking, and client computing solutions.
- HPE (Hewlett Packard Enterprise)coreFirst Distribution distributes HPE solutions including servers, storage, and networking products.
- VeeamcoreFirst Distribution offers Veeam backup and data management solutions through its data centre portfolio.
- CommvaultcoreFirst Distribution distributes Commvault data protection and backup solutions.
- FortinetcoreFirst Distribution offers Fortinet cybersecurity solutions including network security and unified threat management.
- CrowdStrikecoreFirst Distribution distributes CrowdStrike endpoint protection and cybersecurity solutions.
- KasperskycoreFirst Distribution distributes Kaspersky security solutions including consumer, enterprise, and MSP offerings.
- LenovocoreFirst Distribution distributes Lenovo client computing, servers, and storage solutions.
- IBMcoreFirst Distribution distributes IBM solutions including infrastructure, software, and cloud offerings.
- VirtuozzocoreFirst Distribution offers Virtuozzo hybrid infrastructure solutions for cloud and virtualization.
- CohesitycoreFirst Distribution distributes Cohesity data management and backup solutions.
- DruvacoreFirst Distribution offers Druva cloud data protection solutions.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
First Distribution competitors and assessment
Company assessmentDirect peers
- Datacentrix: South African ICT infrastructure and distribution player focused on datacentre, networking, and enterprise solutions. Direct competitor serving similar enterprise and channel customers in southern Africa.
- Westcon-Comstor: Global value-added distributor with strong presence in Africa, specializing in networking, cybersecurity, and collaboration technologies. Competes with First Distribution across many of the same enterprise vendors and channel partners.
- Exclusive Networks: Global cybersecurity-focused VAD with African operations. Competes directly with First Distribution's cybersecurity portfolio (Fortinet, CrowdStrike, Qualys, Akamai) across enterprise and channel customers.
- Tarsus Distribution: South African VAD distributing enterprise IT products through resellers across southern Africa. Werner Herbst, First Distribution's MD, previously held a leadership role here — making this a close direct competitor with overlapping vendor relationships.
- Axiz: A major South African value-added distributor of enterprise IT solutions across datacentre, cloud, networking, and security. Direct competitor to First Distribution in the same southern African channel, carrying many of the same global vendor brands.
- Pinnacle (TD SYNNEX South Africa): South African arm of global VAD TD SYNNEX, distributing enterprise IT, cloud, and security solutions. Direct competitor with broader international backing and overlapping vendor relationships.
Broad incumbents
- ALSO Group: European-headquartered IT distributor with cloud, security, and networking portfolios. Competes for global vendor distribution agreements and increasingly operates in adjacent emerging markets.
- Ingram Micro: World's largest IT distributor with broad product coverage spanning cloud, security, networking, and datacentre. Operates across Africa and competes with First Distribution on enterprise IT distribution at scale.
- Redington: Global IT distributor with emerging African presence. Carries overlapping vendor portfolios in cloud, security, and datacentre categories, competing for channel partner relationships.
Regional players
- Rectron: South African IT distributor with a strong footprint in software distribution and volume licensing. Competitor in the southern African channel for many of the same software and cloud products First Distribution sells.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
First Distribution social profiles
Digital presenceFirst Distribution compliance and trust
Trust signalCompliance1 record
First Distribution financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Distribution leadership team
Management profileNumber of profiles
Profiles8 records
First Distribution subsidiaries and ownership
Company hierarchySubsidiaries1 record
First Distribution funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Distribution 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 First Distribution
What does First Distribution do?
First Distribution is Africa's leading value-added distributor (VAD) of enterprise IT solutions, operating under Epsidon Technology Distribution (Pty) Ltd. The company distributes hardware, software, and cloud services from over 50 global vendors (including Microsoft, AWS, Dell, HPE, IBM, Fortinet, CrowdStrike, Veeam, Commvault, Canonical, Ruckus, and Qualys) to channel partners—IT resellers, system integrators, and managed service providers—across southern Africa. It provides pre-sales enablement, technical support, marketing initiatives, and cloud services brokerage through its 'First for Cloud' platform, taking a margin on distributed products and earning recurring revenue from cloud subscriptions.
Is First Distribution a public or private company?
First Distribution is a private company. It is classified as corporate owned and is currently operating.
When was First Distribution founded?
First Distribution was founded in 2016. It employs 251 to 500 people.
Where is First Distribution based?
First Distribution is headquartered in Cape Town, South Africa, in the Africa region.
How does First Distribution make money?
Two revenue lines are on record. Distribution Margin is the primary driver. The others are cloud Services Brokerage.
Who are First Distribution's main competitors?
Direct peers on record are Datacentrix, Westcon-Comstor, Exclusive Networks, Tarsus Distribution, Axiz and Pinnacle (TD SYNNEX South Africa). Broad incumbents are ALSO Group, Ingram Micro and Redington. Rectron is listed as a regional player.
Does First Distribution have an API?
No public API is recorded for First Distribution.
What industry is First Distribution in?
First Distribution's product category is IT Value-Added Distribution. Its primary akta.pro industry code is HDAEAEAC, Distribution & Wholesale ERP (Inventory, Order, Warehouse), with a secondary code of BPAEACAF, Cloud Managed Services (Operations, Monitoring, Patching). Its NAICS code is 42343 and its SIC code is 5045.