Core Group

What Core Group does

Core Group (legally The Core Computer Business (Pty) Ltd) is a South African Value Added Distributor (VAD) established in 1995 and headquartered in Sandton, Johannesburg, with 501-1,000 employees. The company distributes premium consumer and enterprise technology brands — Apple (since 1995), DJI, Nintendo, Microsoft Surface (since April 2025), and Pure Electric — across 12 Sub-Saharan African countries via a network of more than 100 authorized resellers, complemented by its own retail outlets and e-commerce platforms such as Takealot. Its operational infrastructure includes IMEI/Serial Number verification for device authentication, Mobile Device Management for education deployments, retail management (POS-level sell-out, gridding, allocations), first-level repair, call centre support, reverse logistics, finance and credit lines, and a product affordability programme that includes trade-in, cellular options, and the ReLoved refurbished iPhone initiative.

Core Group monetises through hardware distribution margin on multi-brand product sales and recurring extended warranty subscriptions (Core Warranty and Core Warranty Plus covering iMac, Mac mini, MacBook for two years and iPad and iPhone for one year after original Apple warranty expiry). Its go-to-market is hybrid: a channel-partner-led SMB reseller model (via the Apple Reseller Program launched 2021 and the Surface Reseller Program) plus enterprise field sales for larger accounts. Primary customer segments are SMB resellers and individual consumers, with secondary segments in enterprise organisations and the education sector. The company operates the iSchoolAfrica education trust — reaching 341 schools, 3,000+ teachers, and 100,000+ learners across all nine South African provinces since 2009 — and runs social impact programmes with the Imbeleko Foundation, CHOC Childhood Cancer Foundation SA, and the Unlocking Talent Through Technology Initiative.

Operationally, the company is privately held with no disclosed parent, private equity backing, or public listing, and runs a wholly-owned subsidiary, Core Group Africa (CGA), overseeing non-South African markets including Nigeria, Namibia, Botswana, Zambia, Zimbabwe, Madagascar, Malawi, Mozambique, Angola, eSwatini, and Lesotho. Leadership is headed by CEO Dian de la Port. The company is actively recruiting and launching new products (iPhone 16e, Nintendo Switch 2, DJI Day Cape Town event), reflecting ongoing commercial expansion despite a stable headcount band.

Name

Core Group

Legal name

The Core Computer Business (Pty)Ltd

Website

https://core.co.za

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Core Group is a South African Value Added Distributor of premium consumer technology brands — Apple, DJI, Nintendo, Microsoft Surface, and Pure Electric — serving SMB resellers, enterprises, and consumers across 12 Sub-Saharan African countries through 100+ authorized resellers and its own retail and warranty services.

Ownership category

akta.pro rank

Headquarters

HQ city

Gauteng

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware Distribution and Resale: Core revenue stream from distributing premium consumer and professional technology products (Apple, DJI, Nintendo, Microsoft Surface, Pure Electric) through authorized reseller networks and retail outlets across Sub-Saharan Africa.
2. Extended Warranty Services: Core offers extended warranty programs (Core Warranty and Core Warranty Plus) for Apple products including iMac, Mac mini, MacBook, iPad, and iPhone, providing defect coverage after the original Apple hardware warranty expires.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Core Group is a Value Added Distributor (VAD) of premium consumer technology brands across Sub-Saharan Africa. The company distributes Apple, DJI, Nintendo, Microsoft Surface, and Pure Electric products through an authorized reseller network spanning 12 African countries, and provides supporting services including extended warranty programs, IMEI device verification, reseller program management, trade-in solutions, and education initiatives through iSchoolAfrica.

Product overview

Core Group is a South African-born Value Added Distributor (VAD) of premium consumer technology products operating across Sub-Saharan Africa. The company operates as a multi-brand distributor with a comprehensive portfolio comprising Apple products (iPhone, iPad, Mac), DJI drones and imaging technology, Nintendo gaming consoles (Switch, Switch OLED, Switch Lite), Microsoft Surface devices, and Pure Electric scooters. Beyond distribution, Core Group offers its own Apple Reseller Program and Surface Reseller Program with dedicated partner portals, plus supporting services including Extended Warranty, IMEI Verification, retail management, training, finance/credit lines, and product affordability solutions. The company also operates the iSchoolAfrica education initiative and ReLoved refurbished iPhone program. Core Group serves markets through a network of authorized resellers including iStore, Amazon, Takealot, and others across 12 African countries.

Differentiator

Problem solved

Functional benefit

Brands

• DJI: Global leader in drone and imaging technology distributed by Core Group in South Africa.
• Apple
• Nintendo
• Pure Electric
• Microsoft Surface
• iSchoolAfrica
• Apple Reseller Program

Products and services

• Apple Products Distribution Distribution of the full Apple product portfolio including iPhone, iPad, Mac, and accessories through authorized reseller networks across Sub-Saharan Africa.
• DJI Products Distribution Official distribution of DJI drone and imaging technology products including drones, action cameras, gimbals, and wireless microphones throughout South Africa.
• Nintendo Products Distribution Official distribution of Nintendo gaming consoles and games including the Nintendo Switch family of consoles (standard, OLED Model, Lite) throughout Sub-Saharan Africa.
• Microsoft Surface Distribution Distribution of Microsoft Surface devices including laptops and tablets via authorized enterprise resellers across South Africa, featuring device-level AI capability and Microsoft 365 integration.
• Pure Electric Scooters Exclusive distribution of Pure Electric electric scooters in South Africa, offering urban mobility solutions with rechargeable lithium-ion batteries (IP65 rated), local servicing, repairs, and genuine spare parts.
• Apple Reseller Program Partner development program supporting SMB resellers in building their Apple practice through exclusive tools, resources, a dedicated partner portal, competitive pricing, marketing assets, training, and after-sales support.
• Surface Reseller Program Reseller program offering exclusive pricing, training, and after-sales support for SMB resellers selling Microsoft Surface products through authorized enterprise resellers in South Africa.
• Extended Warranty Extended warranty programs for Apple devices covering iMac, Mac mini, MacBook (2 years), iPad and iPhone (1 year) from original Apple hardware warranty expiration, covering defects in materials or workmanship with genuine parts repair/replacement.
• IMEI Verification Service Device authenticity verification service allowing customers to authenticate their devices by entering IMEI numbers to confirm device legitimacy and protect against counterfeit products.
• ReLoved Refurbished iPhones Certified pre-owned iPhone program offering refurbished Apple devices at reduced prices with quality assurance.

Quantifiable outcome

• 5% device failure rate in education deployments demonstrating high reliability
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core, strategic and minor.

• MicrosoftcoreChannel Partner/ Reseller/ Distributor · 1 April 2025New distribution partnership announced April 2025 to bring Microsoft Surface hardware to South African resellers. Core Group will distribute Surface devices via authorized enterprise resellers across South Africa.
• ApplecoreChannel Partner/ Reseller/ Distributor · 1 January 1995Core Group is the leading distributor of Apple products in Sub-Saharan Africa and has represented the brand in South Africa since 1995. The partnership encompasses full product distribution including Mac, iPad, iPhone, and accessories through authorized reseller networks and own retail outlets.
• DJIcoreChannel Partner/ Reseller/ DistributorOfficial distributor of DJI drone and imaging technology products in South Africa. DJI is a global leader in drones and imaging technology.
• NintendocoreChannel Partner/ Reseller/ DistributorOfficial distributor of Nintendo gaming products including Nintendo Switch family of consoles in South Africa.
• Pure ElectriccoreChannel Partner/ Reseller/ DistributorExclusive distributor of Pure Electric electric scooters in South Africa, offering local servicing, repairs, and genuine spare parts. Founded in 2018 by entrepreneur Adam Norris.
• Imbeleko FoundationstrategicStrategic or Co-development PartnerPartnership to launch the first Apple Training Authorised Centre in Africa, located in rural Kwa-Zulu Natal, supporting education and skills development.
• Growthpoint PropertiesminorGTM or Marketing PartnerGrowthpoint CSR partnership supporting iSchoolAfrica education initiatives through corporate social responsibility programs.
• CHOC Childhood Cancer Foundation SAminorStrategic or Co-development PartnerCollaboration introducing iPads to hospital schools in Gauteng, supporting paediatric oncology patients' education during treatment.
• Unlocking Talent Through Technology InitiativestrategicStrategic or Co-development PartnerPartnership bringing the one billion numeracy programme to primary schools, achieving an average increase of 15% in numeracy results since 2009.

Scale indicators6 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Pinnacle Africa: South African distributor of enterprise IT hardware, networking, and consumer technology. Direct comparable as a multi-brand VAD with overlapping brand portfolio and channel relationships in the same regional market.
• Axiz: South African value-added IT distributor distributing enterprise hardware, software, and peripherals to channel partners. Directly comparable multi-brand distribution model operating in the same geography and reseller ecosystem as Core Group.
• Tarsus Technologies: South African IT distribution business (part of the Datatec group) distributing enterprise hardware and software solutions. Comparable as a multi-brand VAD with enterprise-focused channel programs in the same geography.
• Drive Control Corporation (DCC): South African distributor of IT products, peripherals, and consumer technology. Comparable multi-brand distribution model serving resellers and retailers across Southern Africa.
• Rectron: South African distributor of IT hardware, consumer electronics, and accessories to resellers and retailers. Highly comparable as a multi-brand electronics VAD serving similar channel partners across Southern Africa.
• Commark: South African technology distributor covering hardware, software, and consumer electronics categories. Comparable multi-brand VAD with similar channel structure and South African market focus.

Regional players

• Mitsumi Distribution: Middle East and Africa-focused technology distributor covering IT, mobility, and consumer electronics. Comparable as a regional player operating in adjacent geographies with similar multi-brand distribution model.

Broad incumbents

• Also Group: European-headquartered IT distribution group operating across multiple geographies. Comparable as a broad incumbent in multi-brand technology distribution with similar portfolio and channel economics.
• Ingram Micro: World's largest IT distributor offering multi-brand hardware, software, and services globally. Comparable as the broader incumbent in distribution that Core Group competes with for principal brand partnerships and global scale.
• Redington: India-headquartered global IT and consumer technology distributor with operations across emerging markets including Africa. Comparable as a multi-brand distribution platform at significantly larger scale, providing a public benchmark for the broader distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/coregroupza
• LinkedInza.linkedin.com/company/the-core-group_2
• Instagraminstagram.com/coregroupsa

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Core Group