Grupo DICE

What Grupo DICE does

Grupo DICE (legal name GRUPO DICE SA DE CV) is a privately-held Mexican wholesale distributor founded in 1988 and headquartered in Azcapotzalco, Ciudad de México. The company operates as a specialized value-added mayorista (wholesaler) serving IT integrators, resellers, and sub-distributors across Mexico and Central America, with approximately 280 employees, 14 offices across the Mexican Republic, a dedicated distribution center (CEDIS) in Querétaro, and additional branches in Costa Rica and Guatemala. Its commercial model is organized around three business units — Networking, Cybersecurity, and Infrastructure — under which it distributes products and solutions from 23 leading technology manufacturers including Cisco, Fortinet, Palo Alto Networks, F5, Infoblox, Tenable, Imperva, Nutanix, Pure Storage, Panduit, Ruckus, Axis, and Dahua.

The underlying technology stack is a multi-vendor distribution platform built around three pillars: enterprise networking (switching, routing, wireless, hyperconverged infrastructure, storage, observability), cybersecurity (next-generation firewalls, application security, DDI, vulnerability management, DDoS mitigation), and physical infrastructure (structured cabling, video surveillance, access control). Grupo DICE complements distribution with proprietary partner services, including a restricted e-catalog with real-time inventory and list pricing for certified partners, a partner credit-line facility of up to $45,000 USD on 30-day terms, certification and training programs (including Fortinet CTAP and Cisco 360), and the Centro de Innovación (CIT) — Mexico's most advanced interactive Cisco architecture showroom.

Revenue is generated primarily through hardware and software resale margins on distribution to certified channel partners, supplemented by professional services tied to credit facilities, technical advisory, project support with direct manufacturer interaction, training, and certification. The company monetizes its 37-year incumbent position via long-tenured vendor partnerships (20+ years with Fortinet, 27 years with Panduit, 10+ years with F5), a dedicated certified executive sales force, and a partner program that gates e-catalog, credit, and demo access behind eligibility requirements. Pricing is not publicly disclosed and the credit-line terms indicate a B2B-only, partner-mediated model with no direct end-customer sales.

Name

Grupo DICE

Legal name

GRUPO DICE SA DE CV

Website

https://grupo-dice.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

251–500 employees

Short description

Grupo DICE is a privately-held Mexican specialized IT wholesale distributor founded in 1988, distributing networking, cybersecurity, and infrastructure products from 23 leading vendors to integrators, resellers, and sub-distributors across Mexico and Central America via 14 offices and a central distribution hub.

Ownership category

akta.pro rank

Headquarters

HQ city

Azcapotzalco

HQ country

Mexico

HQ region

Latin America

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Distribution: Grupo DICE distributes technology products from 23 leading brands including Cisco, Fortinet, Palo Alto Networks, F5, Infoblox, Tenable, Imperva, Nutanix, Pure Storage, Panduit, Ruckus, Axis, and Dahua. Revenue is generated through product margins as a wholesale distributor serving integrators and resellers.
2. Partner Services: Value-added services including credit lines for partners, training programs, certification support, and technical support to accelerate integrator business operations.
3. Project-Based Services: Technical advisory and project support services for integrators with direct manufacturer interaction for special project requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Grupo DICE is a specialized wholesale value-added distributor (mayorista) that distributes networking, cybersecurity, and physical infrastructure products from 23 leading global technology manufacturers to certified IT integrators, resellers, and sub-distributors across Mexico and Central America. The company generates revenue through product distribution margins and complementary partner services including technical advisory, certification training, demo services, and partner credit lines.

Product overview

Grupo DICE is a specialized IT wholesaler (majorista) based in Mexico, serving as a master distributor for network infrastructure, cybersecurity, and physical infrastructure solutions across Mexico and Central America. The company operates as a specialized value-added distributor offering three interconnected solution areas: Networking (Cisco, Palo Alto, Fortinet, F5, Pure Storage, Nutanix, SolarWinds), Cybersecurity (Fortinet, Palo Alto, F5, Infoblox, Tenable, Imperva), and Infrastructure (Panduit, Ruckus, Axis, Dahua). Their product portfolio spans enterprise networking, security, storage, video surveillance, access control, and physical connectivity infrastructure. The company provides e-catalog, demo services, and credit line facilities to certified integrators. They operate 14+ offices across Mexico and 2 in Central America with approximately 280 employees, serving as the #1 distributor in Mexico.

Differentiator

Problem solved

Functional benefit

Products and services

• Networking Solutions

Named customers5 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

Feature2 records

Partnerships

14 partnerships are on record, tiered core.

• FortinetcoreChannel Partner/ Reseller/ Distributor · 22 June 2025Strategic distribution partnership where Grupo DICE distributes Fortinet cybersecurity solutions throughout Mexico and Central America. Grupo DICE has been recognized as the best distributor in Mexico for over 20 consecutive years. The partnership includes CTAP (Cybersecurity Technical Accreditation Program) certification support for partners, joint events like the Fortinet Partner Forum, and masterclass training programs.
• CiscocoreChannel Partner/ Reseller/ Distributor · 18 June 2025Distribution of Cisco networking products including Cisco, Cisco Meraki, and Cisco AppDynamics. Grupo DICE hosts the Centro de Innovación (CIT) with Mexico's most advanced and complete interactive Cisco architecture showroom. Participation in Cisco 360 program launching February 2026, with over 1,000 partners needing to adapt in Mexico.
• InfobloxcoreChannel Partner/ Reseller/ Distributor · 28 May 2025Distribution partnership for DDI (DNS, DHCP, IPAM) solutions. Grupo DICE was awarded Best Distributor #1 in Latin America at the Infoblox Partner Summit 2025 in Buenos Aires. The partnership focuses on DNS security, threat intelligence, and network automation solutions for the Central American and Mexican markets.
• Palo Alto NetworkscoreChannel Partner/ Reseller/ DistributorDistribution partnership for next-generation firewall and cybersecurity solutions. Grupo DICE provides project follow-up for end users and integration partners, with joint workshops and training sessions.
• F5 NetworkscoreChannel Partner/ Reseller/ DistributorDistribution of F5 application delivery, security, and multi-cloud solutions. Partnership focuses on secure multi-cloud application delivery with pillars of scalability, portability, resilience, and agility. Over 10 years of confirmed leadership as a distribution partner.
• NutanixcoreChannel Partner/ Reseller/ DistributorDistribution of Nutanix hyperconverged infrastructure and cloud solutions for enterprise data centers.
• Pure StoragecoreChannel Partner/ Reseller/ DistributorDistribution of Pure Storage all-flash storage solutions. Grupo DICE participates in Pure Storage Global Accelerate events and supports partners with AI-ready infrastructure and data management solutions.
• SolarWindscoreChannel Partner/ Reseller/ DistributorDistribution of SolarWinds IT infrastructure management and monitoring solutions including Orion Platform, NPM, and SAM products for network and server monitoring.
• TenablecoreChannel Partner/ Reseller/ DistributorDistribution of Tenable vulnerability management and cybersecurity risk assessment solutions including Nessus, Tenable.io, and Tenable.sc platforms.
• ImpervacoreChannel Partner/ Reseller/ DistributorDistribution of Imperva application security, data protection, and DDoS mitigation solutions for web applications and databases.
• PanduitcoreChannel Partner/ Reseller/ DistributorDistribution of Panduit physical infrastructure and connectivity solutions for enterprise networks, data centers, and industrial automation. 27 years of partnership with recognition as a strategic partner.
• Ruckus Networks (CommScope)coreChannel Partner/ Reseller/ DistributorDistribution of Ruckus wireless and wired connectivity solutions including Wi-Fi 6 and Wi-Fi 6E access points for enterprises, hospitals, schools, and smart cities.
• Axis CommunicationscoreChannel Partner/ Reseller/ DistributorDistribution of Axis IP-based video surveillance, network cameras, access control, and audio solutions for security applications.
• Dahua TechnologycoreChannel Partner/ Reseller/ DistributorDistribution of Dahua video surveillance, AI-powered security solutions, and HDCVI technology for analog to HD migration.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Pax8: Cloud-focused IT distributor growing rapidly in Latin America. Represents the cloud-marketplace model that could compete with traditional distributors like Grupo DICE over time.

Broad incumbents

• Anixter (WESCO): Global specialty distributor of network and security solutions (Panduit, Axis), now part of WESCO. Competes with Grupo DICE in physical infrastructure and networking categories, particularly with enterprise integrators.
• Ingram Micro: Global IT wholesale distributor with broad operations in Mexico. Competitor in networking, cybersecurity, and data center product distribution, though with a much wider portfolio and larger scale than Grupo DICE's specialized focus.
• ScanSource: Specialty technology distributor serving North and Latin America with networking, security, and physical infrastructure categories. Overlaps with Grupo DICE in Panduit, Axis, Ruckus, and similar vendor lines.
• TD SYNNEX: Global IT distributor with significant Latin American operations. Competes with Grupo DICE across Cisco, Fortinet, and other shared vendor lines, but as a broad-line distributor rather than a cybersecurity/network specialist.

Direct peers

• Westcon-Comstor: Specialized value-added distributor for networking, security, and collaboration technologies with operations across Latin America. Directly comparable to Grupo DICE in vendor mix and integrator-focused GTM.
• Exclusive Networks: Cybersecurity-focused value-added distributor operating globally with LATAM presence. Most direct comparable to Grupo DICE's specialized cybersecurity (Fortinet, Palo Alto, F5, Infoblox) distribution model.

Regional players

• Licencias OnLine: Latin American software and cloud distribution specialist based in Mexico. Adjacent competitor serving resellers in Mexico/Central America with software licensing, complementing Grupo DICE's hardware-leaning portfolio.
• CVA: Mexican IT distribution company serving resellers and integrators. Regional comparable to Grupo DICE in channel-driven IT distribution within Mexico, though broader in consumer electronics.

Others

• SYNNEX (pre-merger) Mexico operations: Historical Mexican distribution entity now consolidated under TD SYNNEX, relevant as a reference point for scale of broad-line distribution competing against specialized distributors like Grupo DICE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/grupodiceof

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Grupo DICE