Pedab Group

What Pedab Group does

Pedab Group is a family-owned ICT distributor headquartered in Solna, Sweden, with wholly-owned country offices in 9 European countries spanning the Nordic and Baltic regions plus France and Poland. Founded in 1993 in Borås as one of IBM's first distributors, Pedab operates at the intersection of global technology vendors and a regional reseller/SI ecosystem, distributing hardware, software, and integrated solutions from a portfolio of 20+ vendors including IBM, Nokia, SAP, Huawei, Fujitsu, Supermicro, SUSE, Toshiba, xFusion, DDN, ExaGrid, Carbonite, HCL Software, KAYTUS, Alcatel-Lucent Enterprise, Scale Computing, and IGEL.

The company's core product surface spans four pillars: (1) Software and Analytics — including two proprietary packaged offerings, Pedab Analytics Solution (a managed BI platform as a service) and Content Analytics 360° (built on SAP Analytics and IBM Watson for BI, predictive analytics, and decision management), plus Shadow Data Management and broader data management services; (2) Infrastructure — compute, storage, networking, and AI/HPC solutions assembled from multiple vendor partners, supplemented by 25 dedicated IBM specialists and infrastructure consulting; (3) Retail/POS — Toshiba Global Commerce, Zebra, Datalogic, and Hanshow solutions for point-of-sale, self-checkout, and electronic shelf labels; and (4) Financing Services — rental, leasing, and framework agreements through Pedab Finance.

Pedab makes money via a mix of hardware/software distribution margins on vendor resale, recurring subscription fees on its managed analytics products, financing margins on its rental/leasing business, and services revenue from consulting and the joint IBM Business Innovation Program (which provides $12K-$120K of IBM Cloud credits to early-stage companies). Pricing for software offerings is monthly subscription per user; financing is multi-year. GTM operates through direct enterprise field sales combined with a two-tier channel partner/reseller model. Reported revenue was €156M for FY 2020/21, with 130 employees. The business targets cross-industry enterprise customers (retail, manufacturing, government, healthcare, education) plus early-stage companies via the IBM co-branded startup program.

Name

Pedab Group

Legal name

Pedab Group AB

Website

https://pedab.se

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

Pedab Group is a family-owned Nordic-Baltic ICT distributor, distributing hardware, software, and analytics solutions from 20+ vendors including IBM, Nokia, SAP, and IGEL across 9 European countries, serving enterprises and resellers.

Ownership category

akta.pro rank

Headquarters

HQ city

Solna

HQ country

Sweden

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pedab Analytics Solution (SaaS/Managed Service): Total solution sold as a service where customers pay a predictable monthly cost based on the number of users and selected services. Pedab handles installation, configuration, monitoring, upgrades, backup, and hosting.
2. Content Analytics 360°: Available as a packaged service with a defined scope and service level agreement (SLA). Sold with a low monthly fee for predictability and control, including access, upgrades, infrastructure, backup, and support.
3. Distribution of Hardware and Software: Pedab distributes IT hardware and software from selected vendors including IBM, Huawei, Fujitsu, Toshiba, Supermicro, SAP, SUSE, and others to a network of resellers and end customers. Revenue is generated through product sales and distribution margins.
4. Pedab Finance - Financing Services: Flexible financing solutions for IT investments including rental (hiring), leasing, and framework agreements. Also offers insurance for IT equipment and production equipment. Revenue generated through financing margins and service fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Pedab Group is a family-owned ICT distributor that distributes IT hardware and software from selected vendors (IBM, Nokia, SAP, Huawei, Fujitsu, SUSE, Toshiba and others) to a network of resellers and end customers across Nordic and Baltic regions. The company also delivers proprietary software and managed services such as the Pedab Analytics Solution, Content Analytics 360°, and Shadow Data Management, alongside infrastructure consulting, retail/POS solutions, and IT financing services including rental and leasing.

Product overview

Pedab Group is a family-owned IT distributor offering a comprehensive portfolio of solutions and services built on infrastructure and software from selected vendors within its partner ecosystem. The core offerings include two primary analytics products: Content Analytics 360° (based on SAP Analytics and IBM Watson Technology for business intelligence, predictive analytics, and decision management) and Pedab Analytics Solution (a managed BI platform with full lifecycle support). Additional offerings include data management services, Shadow Data Management, retail/POS solutions, infrastructure consulting, and financing services. Pedab operates through strategic partnerships with major technology vendors including IBM, Huawei, Fujitsu, Nokia, SAP, SUSE, Toshiba, and others, providing compute, storage, networking, and software solutions across Nordic and Baltic regions.

Differentiator

Problem solved

Functional benefit

Brands

• Pedab Business Innovation Program: A business innovation program run jointly by Pedab and IBM to help early-stage companies scale with IBM technology services and resources.
• Pedab Analytics Solution
• Content Analytics 360°

Products and services

• Pedab Analytics Solution A complete Business Intelligence (BI) platform delivered as a managed service, handling installation, license management, configuration, monitoring, upgrades, updates, backup, and hosting. Connects BI solutions to customer databases or data warehouses with predictable monthly per-user pricing.
• Content Analytics 360° A packaged service solution built on SAP Analytics and IBM Watson Technology that provides business intelligence, predictive analytics, decision management, performance management, and risk analysis capabilities. Sold as a monthly subscription with defined scope and SLA, accessible via PC, tablet or mobile phone.
• Shadow Data Management A data management service that helps organizations regain control and ownership of all corporate data, including information held in external third-party applications, reducing risk of data uploads to vendor servers.
• Data Management Services Services including data integration/ETL, data governance, data quality, metadata management, master data management, and data security, designed to help organizations build a data-driven foundation.
• New Business Models Advisory Consulting and advisory services focused on digital transformation, helping organizations validate business models through data-driven approaches using AI, IoT, and Blockchain technologies.
• Pedab Business Innovation Program A startup acceleration program run jointly with IBM that helps early-stage companies build scalable IT platforms, offering USD 12,000-120,000 in IBM Cloud credits, technical architecture reviews, training workshops, and access to the IBM developer community.
• Retail / POS Solutions Point-of-Sale solutions including POS CPUs, all-in-one and distributed systems, self-checkout and self-scanning solutions, displays, and printers from Toshiba Global Commerce Solutions; mobile computers, tablets, printers, and scanners from Zebra Technology; scanners from Datalogic; and electronic shelf labels from Hanshow.
• Financing Services Flexible financing solutions for IT investments, including rental, leasing, and framework agreements, with insurance options available for IT and production equipment.
• Infrastructure Consulting Services Advisory services for backup, storage, and cloud solutions, including consulting for Hybrid Multi-Cloud environments covering Docker, Kubernetes, MS Office 365, and Hyper-V.
• Infrastructure Solutions Infrastructure solutions spanning compute (IBM, Supermicro, xFusion, KAYTUS, Scale Computing), storage (Huawei, Qumulo, ExaGrid, Seagate), and networking (Alcatel-Lucent Enterprise, Cornelis Networks, TP-Link) delivered through Pedab's distribution ecosystem.
• Nokia IP and Optical Solutions Distribution and servicing of Nokia's IP and optical network solutions enabling digital transformation for government, university, manufacturing, and healthcare industries in the Nordic and Baltic regions.

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

17 partnerships are on record, tiered core and major.

• IGEL TechnologycoreChannel Partner/ Reseller/ Distributor · 3 June 2026Pedab Group entered a new partnership with IGEL Technology becoming the exclusive distributor of IGEL solutions in the Nordic region. IGEL provides secure, centrally managed digital workspace solutions with its Linux-based operating system. The partnership helps organizations reduce costs, improve security, and extend the lifecycle of endpoint devices.
• NokiacoreChannel Partner/ Reseller/ Distributor · 3 May 2022Pedab serves as Nokia's value-added distributor for IP and optical solutions in the Nordic and Baltic regions. Pedab will market, distribute, and service Nokia's IP and optical solutions enabling digital transformation for government, university, manufacturing, and healthcare industries.
• SAPcoreChannel Partner/ Reseller/ Distributor · 1 January 2014Pedab has been partnering with SAP since 2014 as a distributor and OEM Channel Partner. As a distributor, Pedab distributes SAP solutions to partners and helps them grow their business. As an OEM Channel Partner, Pedab helps OEMs, ISVs, and application developers accelerate applications with embedded or bundled SAP technology.
• IBMcoreTechnology or Integration · 1 January 1993Pedab became one of IBM's first distributors when they started working together in 1993. They work together across IT infrastructure, security, and digital transformation. Pedab operates as an IBM Partner Plus distributor, and jointly runs the Business Innovation Program offering $12,000-$120,000 in IBM Cloud credits to early-stage companies. Pedab has a dedicated team of 25 specialists in IBM technology.
• Huawei Enterprise Business GroupmajorTechnology or IntegrationPedab collaborates with Huawei Enterprise Business Group (EBG) which serves enterprises and organizations. EBG's vision is to bring digital to every organization for a fully connected, intelligent world. Huawei provides network, storage, and server solutions through Pedab.
• FujitsumajorTechnology or IntegrationFujitsu is a leading IT and communications provider. Together with customers, Fujitsu creates solutions that streamline operations and increase profitability. Pedab distributes Fujitsu products including client computing devices, integrated systems, storage, servers, and peripheral devices.
• SupermicromajorTechnology or IntegrationSupermicro is a global leader in high-performance, high-efficiency server technology. Pedab distributes Supermicro's green computing solutions for data centers, cloud computing, enterprise IT, big data, HPC, and embedded markets, including storage server solutions.
• SUSEmajorTechnology or IntegrationSUSE works with an ecosystem of partners and communities to deliver open source software-defined infrastructure and enterprise-class solutions with superior service and support. Pedab distributes SUSE solutions including SAP, Enterprise Kubernetes Management (SUSE Rancher), and Edge computing solutions.
• Toshiba Global Commerce SolutionsmajorTechnology or IntegrationToshiba is the first choice for integrated retail solutions. Pedab distributes Toshiba's Point-of-Sale (POS) systems, self-checkout solutions, displays, and printers for the retail sector, helping retailers optimize security and productivity.
• xFusion Digital TechnologiesmajorTechnology or IntegrationxFusion is a leading global provider of computing power infrastructure and services. Pedab distributes xFusion products including rack servers, high-density servers, GPU servers, and rack-scale liquid cooling servers. xFusion serves customers in over 130 countries including 211 Fortune Global 500 enterprises.
• DDN (The AI Data Company)majorTechnology or IntegrationDDN is a global leader in high-performance data storage for data-intensive organizations focusing on AI, HPC, and analytics applications. Pedab distributes DDN's storage solutions including AI400X2, SFA NVMe platforms, EXAScaler filesystem, and Intelliflash.
• ExaGridmajorTechnology or IntegrationExaGrid is a leading provider of disk-based backup solutions that revolutionizes data protection. Pedab distributes ExaGrid's scalable GRID architecture, efficient data deduplication, and fast recovery performance solutions.
• CarbonitemajorTechnology or IntegrationCarbonite delivers data protection solutions including high availability, data migration, and Office 365 backup. Pedab distributes Carbonite's solutions as part of their infrastructure and security offerings.
• HCL SoftwaremajorTechnology or IntegrationHCL Software develops and delivers a next-generation software portfolio including AppScan, BigFix, Commerce, Connections, Digital Experience, Domino, Sametime, and Unica. Pedab is engaged with HCL Software as a distribution partner focused on security, automation, and AI solutions.
• KAYTUSmajorTechnology or IntegrationKAYTUS is a leading provider of data center infrastructure, cloud computing, and AI solutions. Pedab distributes KAYTUS servers, AI solutions, and storage products. KAYTUS is one of the largest AI server providers and storage providers in the world.
• Alcatel-Lucent EnterprisemajorTechnology or IntegrationAlcatel-Lucent Enterprise delivers digital age networking, communications, and cloud solutions. Pedab serves as a channel partner bringing advanced networking and communications solutions to enterprises via the channel, including connectivity through on-premises and cloud solutions, 5G, Wi-Fi 6, IoT, and more.
• Scale ComputingmajorTechnology or IntegrationScale Computing is a leader in edge computing, virtualization, and hyperconverged solutions worldwide. Pedab distributes Scale Computing HC3 software which uses self-healing and automation to maximize application uptime and simplify management.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ingram Micro: World's largest IT distributor with extensive vendor portfolio and global reach, including Nordic operations. Comparable as a broadline distribution competitor, though at vastly larger scale and with broader vendor mix.
• Arrow Electronics: Global broadline IT distributor with enterprise computing, storage, and software offerings, including significant Nordic presence. Comparable as a large multi-vendor distributor, though at much greater scale and breadth than Pedab.
• TD SYNNEX: Global IT distribution and solutions aggregator formed from Tech Data and SYNNEX. Comparable as a broadline IT distributor, particularly in competing for the same multi-vendor hardware/software deals across European resellers.
• Insight Enterprises: Global IT solutions provider distributing hardware, software, and services to enterprise and mid-market customers. Comparable as a solutions-led IT distribution peer serving enterprise digital transformation needs.

Direct peers

• Atea: Leading Nordic IT infrastructure and services provider headquartered in Norway, distributing hardware, software, and managed services across the Nordics and Baltics. Closest direct peer given overlapping Nordic footprint, vendor mix (IBM, HPE), and enterprise customer base.
• ALSO Group: Pan-European ICT distributor (HQ in Switzerland) operating across the Nordics and Baltics with a multi-vendor portfolio spanning cloud, hardware, software, and IoT. Highly comparable as a regional distribution competitor serving the same reseller ecosystem.
• Crayon Group: Norwegian-headquartered IT services and software asset management specialist operating across the Nordics and globally, with strong Microsoft, AWS, and SAP partnerships. Comparable as a Nordic-rooted IT services/value-added distribution peer.
• Exclusive Networks: European cybersecurity-focused value-added distributor with deep vendor relationships across network, endpoint, and cloud security. Comparable as a specialist European IT distributor and channel partner.
• Bechtle: Germany-headquartered IT system house and distributor with strong presence across DACH and the Nordics, offering hardware, software, and IT services through a multi-vendor portfolio. Comparable as a European IT distribution and services peer.

Regional players

• Westcoast: UK-focused IT distributor with broad vendor portfolio spanning cloud, hardware, and software. Relevant peer given similar distribution model and multi-vendor approach, though UK-centric rather than Nordic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pedab

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries9 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 Pedab Group