What Alltron does

Alltron AG is a Swiss B2B broadline ICT distributor headquartered in Mägenwil, Aargau, and a wholly-owned subsidiary of the Brack.Alltron group (formerly Competec-Gruppe). Founded in 1985 in Brugg, the company was acquired by Brack Electronics in 2006 and operates from a 250,000+ SKU inventory out of its logistics center in Willisau, supporting the Swiss Fachhandel (specialty retail channel), ICT system integrators, and installers with next-business-day delivery and pickup counters in Mägenwil and Bussigny (Romandie).

The product offering spans seven categories — Computing & Software, Netzwerk & Server, Telco & UCC, Pro-AV & Multimedia, Gebäude & Elektrotechnik (smart home / IoT / lighting), Haushalt & Gastro, and Büro & Freizeit — distributed under distribution agreements with vendors including Dell Technologies, HP, Lenovo, Huawei, Microsoft, Acronis, Axis Communications, APC/Schneider Electric, Barco, LG, and xFusion. Beyond transactional distribution, Alltron operates the Alltron Cloud Service Platform (Microsoft CSP-T2, live since 2016) for recurring software revenue, the Alltron Academy for partner training, and Alltron Solutions for project-level value-added services across Cloud/IT Security, Datacenter, Physical Security, Pro AV, and UCC.

Revenue is generated primarily through wholesale product distribution (transactional, per-unit pricing in CHF), with complementary subscription-style cloud services and technical/finishing services (Windows Autopilot, labeling, pre-configuration, repair, data recovery). The go-to-market is exclusively B2B within Switzerland, supported by inside sales, dedicated project sales for enterprise deployments, an online shop, the annual CONNECT trade show, and recurring promotional programs with manufacturing partners. The parent group generated CHF 1.16 billion in 2025 revenue with approximately 1,300 employees; Alltron sits as the core B2B distribution subsidiary following the 2025 group rebrand from Competec-Gruppe to Brack.Alltron.

Name

Alltron

Legal name

Alltron AG

Website

https://alltron.ch

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Alltron AG is a Swiss B2B broadline ICT and electronics distributor serving specialty retailers, integrators, and installers with 250,000+ SKUs, next-day delivery, a cloud service platform, and project support, operating as a core subsidiary of Brack.Alltron.

Ownership category

akta.pro rank

Headquarters

HQ city

Baden

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Product Distribution: Alltron generates revenue primarily through the wholesale distribution of IT hardware, software, networking equipment, telecommunications, Pro-AV, building technology, and consumer electronics to Swiss specialty retailers and integrators. The company stocks over 250,000 products in its own warehouse.
2. Cloud and Services: Revenue from cloud services sold through the Alltron Cloud Service Platform, including software subscriptions and managed services for end customers of resellers.
3. Technical Services: Technical support, repairs, data recovery, PC and server assembly, and configuration services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Alltron AG is a Swiss B2B wholesale distributor of IT hardware, software, networking, telecommunications, Pro-AV, building technology, and consumer electronics, stocking over 250,000 products from its own warehouse in Willisau. The company serves Swiss specialty retailers, integrators, and installers through an online shop, direct sales support, pickup counters, and specialized project teams, complemented by value-added services including the Alltron Cloud Service Platform, Alltron Academy training, product finishing, and technical services.

Product overview

Alltron is a Swiss IT broadline distributor operating a unified platform combining physical product distribution with cloud services. The core offering consists of an extensive product portfolio across seven categories (Computing & Software, Netzwerk & Server, Telco & UCC, Pro-AV & Multimedia, Gebäude & Elektrotechnik, Haushalt & Gastro, Büro & Freizeit) with over 250,000 products from stock, complemented by three key service platforms: the Alltron Cloud Service Platform for centralized service management, Alltron Academy for partner training, and Alltron Solutions for specialized project support. The company also offers value-added services including Product Finishing (labeling, pre-configuration, pre-staging), Technical Services (assembly, repair, data recovery), and Windows Autopilot deployment. Alltron serves as a one-stop partner for Swiss specialist retailers, integrators, and installers.

Differentiator

Problem solved

Functional benefit

Brands

• Alltron Solutions: Six specialized expert teams providing project support for tailored solutions
• Alltron Academy
• Alltron Cloud Service Platform

Products and services

• Alltron Cloud Service Platform A cloud platform for centralized, automated management of services, enabling partners to purchase, manage, and resell cloud services, licenses, and subscriptions for their end customers through a unified interface.
• Alltron Academy Training platform offering continuously updated educational programs for resellers, including AI fundamentals and orientation courses for business leaders, and technical topics, sales skills, and vendor certifications.
• Alltron Solutions Six specialized technical teams providing project support, helping partners find tailored solutions across Cloud/IT Security, Datacenter, Physical Security, Pro AV, and UCC verticals.
• Product Finishing Value-added services including labeling, pre-configuration, and pre-staging of devices to support partner processes and reduce deployment time.
• Technical Services Technical support, PC and server assembly, PC repair, data recovery, and configuration services provided through the Alltron service center.
• Windows Autopilot Deployment Service Device deployment service allowing customers to unpack, sign in, and start working immediately by enabling partners to pre-configure devices for automatic setup upon user login.

Quantifiable outcome

• Orders placed until 8 PM delivered next business day
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

26 partnerships are on record, tiered core, major and standard.

• HuaweicoreChannel Partner/ Reseller/ Distributor · 1 January 2026Alltron serves as a distribution partner for Huawei enterprise products including networking, storage, and datacenter solutions. Awarded Outstanding Distribution Partner of the Year 2026 (third overall recognition after 2020 and 2025).
• 2NmajorChannel Partner/ Reseller/ Distributor · 1 January 2025Alltron distributes 2N intercom and access control solutions. Awarded Best Marketing Creativity 2025 in EMEA region.
• Dell TechnologiescoreChannel Partner/ Reseller/ Distributor · 1 January 2022Alltron distributes Dell products including consumer and business PCs, monitors, and enterprise server and storage solutions. Multiple Distributor of the Year awards received.
• BarcomajorChannel Partner/ Reseller/ Distributor · 1 January 2022Alltron distributes Barco ClickShare wireless presentation systems. Partnership announced August 2022.
• xFusionmajorChannel Partner/ Reseller/ Distributor · 1 January 2022Alltron became distributor for xFusion server solutions. Awarded Top Distributor 2024 at xFusion Partner Summit.
• Dätwyler IT InframajorStrategic or Co-development Partner · 1 January 2022Strategic partnership announced March 2022 for infrastructure solutions distribution.
• ClickShare (Barco)majorChannel Partner/ Reseller/ Distributor · 1 January 2022Distribution of Barco ClickShare wireless presentation systems announced August 2022.
• PatchboxstandardChannel Partner/ Reseller/ Distributor · 1 January 2022Distribution partnership for Patchbox cable management solutions.
• SurgeXstandardChannel Partner/ Reseller/ Distributor · 1 January 2022Distribution partnership for SurgeX power protection solutions announced September 2022.
• Fractal DesignstandardChannel Partner/ Reseller/ Distributor · 1 January 2022Exclusive Swiss distribution partnership for Fractal Design PC cases announced July 2022.
• CherrystandardChannel Partner/ Reseller/ Distributor · 1 January 2021Distribution partnership for Cherry keyboards and input devices announced July 2021.
• Swisscom Professional ServicesstandardTechnology or Integration · 1 January 2021Swisscom Professional Services available on Alltron Cloud Service Platform for partner consumption.
• copebitstandardTechnology or Integration · 1 January 2021S3 backup service from copebit available on the Alltron Cloud Service Platform.
• MicrosoftcoreChannel Partner/ Reseller/ Distributor · 2 March 2020Alltron became Microsoft Cloud Solution Provider Tier 2 (CSP-T2) distributor, enabling the company to offer Microsoft cloud services to Swiss resellers through the Alltron Cloud Service Platform.
• AcroniscoreChannel Partner/ Reseller/ Distributor · 1 January 2020Alltron distributes Acronis cyber protection and backup solutions. Awarded Distribution Leader DACH 2025 and Distributor of the Year 2022 at #CyberFit Summit.
• APC (Schneider Electric)majorChannel Partner/ Reseller/ Distributor · 1 January 2020Alltron distributes APC UPS and power protection solutions. Awarded Best Performance Distributor DACH at mySchneider IT-Channel Partner Awards 2024.
• ShuremajorChannel Partner/ Reseller/ Distributor · 1 January 2020Strategic partnership for UC audio solutions distribution announced September 2020.
• LG ElectronicsmajorChannel Partner/ Reseller/ Distributor · 1 January 2020Alltron distributes LG Information Displays and professional screens for digital signage and hospitality applications.
• SnommajorChannel Partner/ Reseller/ Distributor · 1 January 2020Alltron distributes Snom IP phones. Maintained Platinum partner status since 2025.
• GenetecstandardChannel Partner/ Reseller/ Distributor · 1 January 2020Alltron became Swiss distributor for Genetec security solutions in 2020.
• LinksysstandardChannel Partner/ Reseller/ Distributor · 1 January 2020Distribution partnership for Linksys networking products.
• BelkinstandardChannel Partner/ Reseller/ Distributor · 1 January 2020Distribution partnership for Belkin mobile and computing accessories.
• wwcomstandardTechnology or Integration · 1 January 2020Partnership for business VoIP services integration on Alltron Cloud Service Platform enabling Teams phone solutions.
• YealinkstandardChannel Partner/ Reseller/ Distributor · 1 January 2020Distribution partnership for Yealink IP phones established 2018.
• Mitels OpenScapestandardChannel Partner/ Reseller/ Distributor · 1 January 2020Distribution partnership for MITEL business communication solutions.
• Axis CommunicationscoreChannel Partner/ Reseller/ Distributor · 1 January 2015Alltron distributes Axis network cameras and physical security solutions. Multiple Distributor of the Year and Best Solution Selling awards received.

Scale indicators4 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Bechtle AG: Germany-headquartered broadline IT distributor and system house with direct Swiss operations. Competes for the same mid-market and enterprise IT projects, similar vendor portfolio (Dell, HP, Microsoft, Cisco via partners), and similar hybrid distribution-plus-services model.
• ADN Group: German IT broadline distributor (ADN Distribution + ADN Advanced Digital Network) targeting resellers and system houses. Similar business model and vendor mix to Alltron within the DACH region, with cross-border channel overlap especially into German-speaking Switzerland.
• Also AG: Swiss-headquartered (Emmen) broadline IT distributor serving resellers and integrators across Europe with a similar mix of product distribution, cloud/marketplace platforms, and services. Closest head-to-head competitor in Switzerland, overlapping vendor base (HP, Dell, Lenovo, Microsoft) and identical SMB reseller segment.
• Ecom AG (Switzerland): Independent Swiss IT distributor based in Rotkreuz serving resellers and integrators with enterprise hardware, security, networking, and software. Direct Swiss competitor with overlapping Fachhandel customer base and similar one-stop-shop value proposition for Swiss SMBs.

Broad incumbents

• Ingram Micro: World's largest IT distributor (now Platinum Equity-owned, formerly HNA-affiliated) with full broadline hardware, software, and cloud distribution plus logistics services. Competes for vendor master distribution agreements and resellers across DACH where Alltron also operates.
• Arrow Electronics: Global broadline IT and enterprise components distributor with strong DACH presence through Arrow ECS, distributing enterprise software, networking, datacenter, and security. Competes with Alltron for both distribution contracts (especially with vendors like Dell, Axis equivalent, Microsoft) and channel partner programs.
• TD SYNNEX: Global broadline IT distributor formed by the merger of Tech Data and SYNNEX, providing hardware, software, and cloud services to resellers worldwide. Competes with Alltron in vendor relationships (HP, Dell, Microsoft, Lenovo) and reseller enablement, but at vastly greater scale and global footprint.

Emerging players

• Nuvias (now part of ALSO): European IT distributor focused on cybersecurity, networking, and UC vendors. Operating model of aggregating niche vendor portfolios for channel partners is closely comparable to Alltron's physical security / Pro AV / UCC specialized sales teams.

Regional players

• ComLine IT Distribution: German value-add IT distributor focused on resellers, system houses, and retailers with portfolio spanning server, storage, networking, and Pro AV. Comparable breadth to Alltron's specialized solutions organization, with DACH but not Swiss market overlap.
• Westcoast Ltd: UK-based broadline IT distributor serving resellers with hardware, software, and growing cloud/UC services. Operates a similar broadline-plus-cloud-marketplace model to Alltron, but is geographically separate (UK) so direct competition is limited; useful peer for unit economics and cloud services benchmarking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/alltron
• LinkedInlinkedin.com/company/alltron-ag

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alltron