Jones & Co

What Jones & Co does

Jones & Co is a Danish privately-held IBM product reseller and systems integrator headquartered in Køge, Denmark, founded in 2007. The company operates as a certified IBM Business Partner, exclusively distributing IBM enterprise and midrange hardware including Power Systems (P-series UNIX/Linux), Intel-based X-series servers, BladeCenter infrastructure, and IBM storage solutions (SAN, disk arrays, tape backup). The portfolio has been extended to include Cisco networking equipment and Lenovo PCs and desktops, positioning the firm as a one-stop hardware supplier for SMB infrastructure builds.

The company functions as a 'hardware hub' for Danish SMB firms and IBM ISV application vendors that lack in-house infrastructure expertise. Its services span needs assessment, hardware sizing and specification, installation and implementation, and ongoing maintenance coverage delivered through IBM's service division (ranging from standard service windows to 24/7 support with 4-hour response). A dedicated server and storage consolidation practice targets total-cost-of-ownership optimization, with a stated 2-2.5 year self-financing payback guarantee covering license, energy, and maintenance savings.

Revenue is generated through direct enterprise hardware sales and attached professional services on a quote-based, pay-as-you-grow pricing model. With 1-10 employees, no external funding, and operations confined to Denmark, the firm is a small specialist reseller whose growth depends on maintaining IBM partner certifications, deepening its consolidation advisory offering, and expanding the customer base beyond its three publicly named enterprise accounts (Steria, Encode, Consafe Logistics).

Name

Jones & Co

Legal name

Jones & Co. ApS

Website

https://jonesco.dk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Jones & Co is a Danish certified IBM reseller and systems integrator serving SMB firms and ISV partners with IBM enterprise hardware (Power, X-series, storage, BladeCenter), plus Cisco networking and Lenovo endpoints, supported by sizing, installation, and consolidation services.

Ownership category

akta.pro rank

Headquarters

HQ city

Køge

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware Sales: Sale of IBM hardware including servers (UNIX and Intel), storage systems, SAN, networking equipment, and blade servers. Core revenue stream focused on enterprise and midrange hardware solutions.
2. Service and Maintenance: Service offerings through IBM's service division covering all IBM platforms. Includes installation, implementation, and ongoing technical support from standard service windows to 24/7 coverage with 4-hour response time.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Jones & Co is a Danish IBM product reseller and systems integrator that sells IBM enterprise hardware (Power Systems P-series UNIX/Linux servers, X-series Intel servers, BladeCenter, storage, SAN) alongside Cisco networking and Lenovo PCs. The company acts as a 'hardware-hub' for SMB firms and IBM ISV application vendors, providing advisory sizing and specification, installation and implementation, and ongoing maintenance support delivered through IBM's service division.

Product overview

Jones & Co is a Danish-owned IT infrastructure company that operates exclusively as an IBM product reseller and system integrator. Their portfolio centers on IBM enterprise hardware including Power Systems (P-series) UNIX/Linux servers, Intel/Windows X-series servers, IBM BladeCenter infrastructure, and comprehensive storage solutions (SAN, disk arrays, tape backup). They also distribute Lenovo PCs and desktops, and integrate Cisco networking products. The company functions as a 'hardware hub' for SMB firms, providing not just hardware sales but also installation, implementation, and maintenance services through IBM's service division. Their core differentiation lies in specialized expertise across storage and Intel products with primary focus on IBM Power Systems, complemented by consolidation and optimization consulting services aimed at achieving self-financing ROI within 2-2.5 years.

Differentiator

Problem solved

Functional benefit

Products and services

• IBM Power Systems (P-serie) Servers
• IBM Intel/Windows Servers (X-serie)
• IBM BladeCenter
• IBM Storage (SAN, Disk, Tape)
• IBM DS4700 SAN
• IBM DS3400 SAN
• IBM B16 SAN Switches
• IBM Tape Drive Backup
• Cisco Network Products
• Lenovo PCs and Desktops
• Server and Storage Consolidation Services
• Hardware Implementation Services
• IBM Maintenance and Support Services
• IT Infrastructure Consulting

Quantifiable outcome

• Self-financing payback on infrastructure investment within 2-2.5 years through consolidation and optimization
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• IBMcoreChannel Partner/ Reseller/ DistributorJones & Co is a certified IBM partner exclusively reselling IBM products. The partnership requires various certifications ensuring staff expertise in IBM products and services. Partners must be certified in specific areas to sell respective solutions. Jones & Co maintains ongoing certification renewals and expansions as a core requirement.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Atea: Largest Nordic IT infrastructure VAR, headquartered in Norway, delivering hardware, software, and services to enterprises and SMBs across Denmark, Norway, Sweden, Finland, and the Baltics. Directly comparable to Jones & Co in IBM/Cisco hardware resale and IT services for Nordic SMBs, but at vastly greater scale.
• Dustin Group: Nordic online and offline IT hardware reseller serving SMB and enterprise customers across Sweden, Denmark, Norway, and the Netherlands. Comparable business model to Jones & Co in reselling enterprise servers, storage, and PCs, with broader product breadth and online scale.

Broad incumbents

• Arrow Electronics: Global value-added distributor of enterprise computing, storage, and networking solutions. Overlaps with Jones & Co on IBM Power Systems, storage, and Cisco networking distribution, serving the same vendor ecosystem.
• ALSO Group: Swiss-listed European IT wholesale distributor serving resellers and managed service providers across 30+ countries. Comparable in IBM and Cisco go-to-market focus, though operating at the wholesale/distribution tier rather than direct end-customer SMB sales.
• Computacenter: UK-listed European enterprise IT reseller and managed services provider with operations across the UK, Germany, France, and the Nordics. Overlaps with Jones & Co in IBM infrastructure resale and increasingly in hybrid cloud and managed services for enterprise customers.
• CDW: US-listed, multi-billion-dollar IT solutions reseller serving SMB, enterprise, and public sector customers in the US, UK, and Canada. Closely comparable in business model (hardware resale + advisory services) but with vastly larger scale and broader vendor portfolio.
• TD SYNNEX: Global IT distributor and aggregator formed by the merger of Tech Data and SYNNEX, distributing IBM, Cisco, Lenovo, and HPE products across 100+ countries. Operates upstream of Jones & Co in the distribution channel but competes for the same end-customer IT infrastructure dollars.
• Insight Enterprises: Global IT solutions and services provider listed in the US, offering hardware, software, and services across North America, EMEA, and APAC. Comparable advisory-led approach to IT infrastructure sales for SMB and mid-market customers.
• Bechtle: Germany-headquartered European IT systems integrator and reseller with 80+ locations across 14 European countries. Operates in adjacent SMB and enterprise infrastructure markets with broadly overlapping hardware vendor partnerships (IBM, Cisco, HPE, Lenovo).

Others

• IBM (direct sales): The upstream vendor whose products Jones & Co resells. IBM's direct enterprise sales force and cloud-first go-to-market strategy shapes both the demand for (Power Systems, storage) and the competitive threat to (IBM Services, IBM Consulting) Jones & Co's SMB hardware-hub model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Jones & Co