Alltron
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.
- Company typePrivate
- Founded1985
- HeadquartersBaden, Switzerland
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
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.
Alltron firmographics
Firmographics- 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
Where Alltron is headquartered
LocationHeadquarters
- HQ city
- Baden
- HQ country
- Switzerland
- HQ region
- Europe
Offices3 records
Markets served
Alltron business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- 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.
- 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.
- Technical Services: Technical support, repairs, data recovery, PC and server assembly, and configuration services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Various product categories with individual pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Alltron product offering
Product offeringCore 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
Companies that use Alltron
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Alltron technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature4 records
Alltron partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core, major and standard.
- HuaweicoreAlltron 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).
- 2NmajorAlltron distributes 2N intercom and access control solutions. Awarded Best Marketing Creativity 2025 in EMEA region.
- Dell TechnologiescoreAlltron distributes Dell products including consumer and business PCs, monitors, and enterprise server and storage solutions. Multiple Distributor of the Year awards received.
- BarcomajorAlltron distributes Barco ClickShare wireless presentation systems. Partnership announced August 2022.
- xFusionmajorAlltron became distributor for xFusion server solutions. Awarded Top Distributor 2024 at xFusion Partner Summit.
- Dätwyler IT InframajorStrategic partnership announced March 2022 for infrastructure solutions distribution.
- ClickShare (Barco)majorDistribution of Barco ClickShare wireless presentation systems announced August 2022.
- PatchboxstandardDistribution partnership for Patchbox cable management solutions.
- SurgeXstandardDistribution partnership for SurgeX power protection solutions announced September 2022.
- Fractal DesignstandardExclusive Swiss distribution partnership for Fractal Design PC cases announced July 2022.
- CherrystandardDistribution partnership for Cherry keyboards and input devices announced July 2021.
- Swisscom Professional ServicesstandardSwisscom Professional Services available on Alltron Cloud Service Platform for partner consumption.
- copebitstandardS3 backup service from copebit available on the Alltron Cloud Service Platform.
- MicrosoftcoreAlltron 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.
- AcroniscoreAlltron distributes Acronis cyber protection and backup solutions. Awarded Distribution Leader DACH 2025 and Distributor of the Year 2022 at #CyberFit Summit.
- APC (Schneider Electric)majorAlltron distributes APC UPS and power protection solutions. Awarded Best Performance Distributor DACH at mySchneider IT-Channel Partner Awards 2024.
- ShuremajorStrategic partnership for UC audio solutions distribution announced September 2020.
- LG ElectronicsmajorAlltron distributes LG Information Displays and professional screens for digital signage and hospitality applications.
- SnommajorAlltron distributes Snom IP phones. Maintained Platinum partner status since 2025.
- GenetecstandardAlltron became Swiss distributor for Genetec security solutions in 2020.
- LinksysstandardDistribution partnership for Linksys networking products.
- BelkinstandardDistribution partnership for Belkin mobile and computing accessories.
- wwcomstandardPartnership for business VoIP services integration on Alltron Cloud Service Platform enabling Teams phone solutions.
- YealinkstandardDistribution partnership for Yealink IP phones established 2018.
- Mitels OpenScapestandardDistribution partnership for MITEL business communication solutions.
- Axis CommunicationscoreAlltron 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
Alltron competitors and assessment
Company assessmentDirect 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
Alltron social profiles
Digital presenceAlltron compliance and trust
Trust signalCompliance2 records
Alltron financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alltron leadership team
Management profileNumber of profiles
Profiles9 records
Alltron funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alltron 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 Alltron
What does Alltron do?
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.
Is Alltron a public or private company?
Alltron is a private company. It is classified as corporate owned and is currently operating.
When was Alltron founded?
Alltron was founded in 1985. It employs 1,001 to 5,000 people.
Where is Alltron based?
Alltron is headquartered in Baden, Switzerland, in the Europe region.
How does Alltron make money?
Three revenue lines are on record. Product Distribution is the primary driver. The others are cloud and Services and technical Services.
Who are Alltron's main competitors?
Direct peers on record are Bechtle AG, ADN Group, Also AG and Ecom AG (Switzerland). Broad incumbents are Ingram Micro, Arrow Electronics and TD SYNNEX. Nuvias (now part of ALSO) is listed as an emerging player. Regional players are ComLine IT Distribution and Westcoast Ltd.
Does Alltron have an API?
No public API is recorded for Alltron.