What Sunset IT Distribution does

Sunset IT Distribution Ltd is an independent, founder-owned B2B distributor of branded IT hardware, headquartered in a purpose-built distribution facility at 45 Potters Lane, Kiln Farm, Milton Keynes, United Kingdom. Founded in 1999 by managing director Nick J. Gross, the company distributes a portfolio of branded IT hardware across five core categories: HPE networking equipment (switches, routers, wireless access points), HPE ProLiant servers and storage, printers from HP, Canon, Epson and Samsung, printer consumables (toners and ink), and SwissGBICS-branded compatible networking transceivers. It also supplies Dell, Lenovo, Apple, Huawei, Cisco and APC products. The company differentiates on European-sourced HP/HPE inventory, large stocked inventory, and same or next-day delivery to UK and mainland European customers.

The business operates a sales-led, direct-to-business go-to-market with dedicated account managers assigned to each customer from quote through delivery, supported by phone (+44 (0)1908 646 555) and email ([email protected]) channels. Pricing is quote-based, with the company stating it monitors competitor pricing to undercut the market. Customer segments include IT resellers, value-added resellers, corporate IT departments, and direct business buyers across the UK and Europe, with multi-language sales support in English, French, German, Italian, Spanish, and Polish. Reach is regional: the UK plus mainland Europe, with no global footprint claim.

Revenue is generated almost entirely through hardware sales, with no software, subscription, or service revenue disclosed. Turnover reached £10 million in 2009, doubled to £20 million in 2011, and stood at £34 million as of March 2017. The company is privately held, has no disclosed funding rounds, no parent company, and no M&A activity. In January 2018, with Brexit pending, the company rebranded from 'Sunset UK' to 'Sunset IT Distribution' and launched the sunset-europe.com website. It was included in the London Stock Exchange's '1,000 Companies To Inspire Britain' in 2015. Over 50% of employees have tenure exceeding eight years, and the company is actively hiring Sales Executives, though the current website displays a 'holding page' status.

Name

Sunset IT Distribution

Legal name

Sunset IT Distribution Ltd

Website

https://sunset-europe.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Sunset IT Distribution is an independent UK-based B2B distributor of branded IT hardware (HPE networking and servers, printers, consumables, and transceivers), serving resellers and corporate IT buyers across the UK and mainland Europe with dedicated account management and same or next-day delivery.

Ownership category

akta.pro rank

Product category

IT Hardware Distribution

NAICS

Computer and Peripheral Equipment Manufacturing (3341)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Computing Devices & Peripherals Distribution (CRAOACAD)

akta.pro secondary industry

Office Technology & Consumables Distribution (Printer Supplies, Toner, Paper) (CRAOALAG)

Keywords

• IT hardware distribution
• Networking equipment supply
• Server distribution
• Printer consumables supply
• Compatible transceivers

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. IT Hardware Distribution: Distribution of branded IT hardware including networking equipment (switches, routers, wireless access points), servers and storage (HPE ProLiant), printers, consumables (toners, ink), and transceivers. Revenue generated through product sales at competitive prices with same or next-day delivery options across UK and Europe.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Sunset IT Distribution is an independent IT hardware distributor that stocks and sells branded products including HPE networking equipment, HPE ProLiant servers, printers from HP, Canon, Epson and Samsung, printer consumables, and SwissGBICS compatible transceivers. The company supplies IT resellers, VARs, and businesses across the UK and mainland Europe, dispatching from a purpose-built distribution centre in Milton Keynes with same or next-day delivery.

Product overview

Sunset IT Distribution is an independent IT hardware distributor offering a portfolio of branded products across five main categories: HPE Networking (switches, routers, wireless access points), HPE ProLiant Servers (blades, tower, rack-optimized, HyperScale), Printers (HP, Canon, Epson, Samsung), Printer Consumables (toners, ink), and SwissGBICS Transceivers (compatible networking transceivers). The company operates as a stockist and distributor, providing same or next-day delivery across the UK and Europe, with a focus on European-sourced HP/HPE products. Additional products from Dell, Lenovo, Apple, Huawei, Samsung, Cisco, and APC are also available.

Differentiator

Problem solved

Functional benefit

Brands

• SwissGBICS: A quality and competitive brand of compatible networking transceivers. Originally established in Switzerland in 2008, now sold throughout European markets. Swiss quality precision engineering for 100% OEM compatibility.

Products and services

• HPE Networking Complete HPE Networking range including network switches, routers, wireless access points, access control servers and software, management solutions, and network security. Products cover the full HPE networking portfolio following HP's acquisition of Aruba Networks in March 2015.
• HPE ProLiant Servers Full HPE ProLiant server portfolio including server blades, rack-optimised tower servers, and HyperScale solutions, along with hard disk drives, memory upgrades, Smart Array Controllers, and HPE storage configurations.
• Printers Wide range of printers from manufacturers including HP, Canon, Epson and Samsung, covering both laser and inkjet printers at competitive prices.
• Consumables Printer consumables including HP toners and ink cartridges to complement the range of office printers.
• SwissGBICS Transceivers Quality brand of compatible networking transceivers originally established in Switzerland in 2008, offering 100% OEM compatibility with competitive pricing and full manufacturer's warranty.

Quantifiable outcome

• Same or next-day delivery service across UK and mainland Europe
• +2 more outcomes

Named customers12 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

Partnerships

One partnership is on record.

• SwissGBICScoreChannel Partner/ Reseller/ Distributor · 1 January 2008SwissGBICS is a quality and competitive brand of compatible networking transceivers originally established in Switzerland in 2008. They now sell their products throughout European markets with Swiss quality precision engineering for 100% OEM compatibility. Sunset sells SwissGBICS transceivers as part of their product portfolio.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Computacenter: UK-headquartered enterprise IT infrastructure provider combining hardware distribution with managed services and integration. Comparable to Sunset on enterprise IT hardware distribution in the UK/Europe, though much larger and with a heavier services mix.
• Ingram Micro: Global IT distributor offering hardware, software, and cloud services across the EMEA region and worldwide. Comparable to Sunset on IT hardware distribution to resellers, though operating at vastly greater scale and product breadth.
• Bechtle AG: Germany-headquartered IT solutions provider distributing hardware, software, and services across more than 20 European countries. Comparable to Sunset as a European-wide IT distributor, though significantly larger and broader in scope.

Direct peers

• ALSO Group: Switzerland-headquartered IT distributor serving European resellers with hardware, software, and cloud services. Comparable to Sunset in European geographic reach, B2B reseller channel, and product categories (servers, networking, printers, consumables).
• CMS Distribution: Ireland-headquartered IT distributor operating across UK and mainland Europe, focused on enterprise hardware, networking, and accessories sold through resellers. Comparable to Sunset as a mid-sized European IT distributor with multi-country fulfilment and an OEM-led product portfolio.
• Westcoast: UK-based independent IT distributor distributing branded hardware, software, and peripherals to resellers across the UK and Ireland. Closely comparable to Sunset in geography, channel focus (B2B resellers/VARs), and product mix across servers, networking, printers, and consumables.
• Exclusive Networks: Specialist IT distributor focused on cybersecurity, networking, and infrastructure solutions across Europe. Comparable to Sunset as a value-added European IT distributor with deep vendor relationships and B2B channel sales.
• VIP Computers: UK-based distributor of IT hardware, components, and consumer electronics sold through resellers. Comparable to Sunset in UK geographic focus, B2B reseller channel, and product mix across computing and peripheral hardware.
• EET Group: Pan-European IT distributor with broad portfolio spanning components, peripherals, networking, and AV products. Comparable to Sunset on cross-border European distribution and reseller-focused B2B sales of branded IT hardware.

Others

• Redway Networks: UK-based networking solutions provider appearing as a partner link on Sunset's website, focused on enterprise networking hardware and services. Adjacent ecosystem participant rather than a direct competitor, but operates in the same HPE/Aruba networking distribution space.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SunsetukLimited
• LinkedInlinkedin.com/company/sunset-uk-ltd

Compliance1 record

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 Sunset IT Distribution