Pure Earth International

What Pure Earth International does

Pure Earth International (PEI), operating commercially as PEI Distribution, is a privately held broadline technology distributor headquartered regionally in Dubai (UAE) with operating entities across Somalia, Djibouti, Ethiopia, and Kenya. Founded in 2013 in Somalia as a single-store IT retailer, the company expanded to six retail stores within its first year and transitioned into distribution to address demand for quality technology products in underserved regional markets. PEI now distributes products and solutions from ten global brands — Vertiv (UPS, racks, data center power), Lenovo, D-Link (exclusive distributor for Somalia and Djibouti), Microsoft (Cloud Solution Provider), Dell, Logitech, Epson, Eastman Solar, and Estap — across six solution verticals: enterprise networks, data center, security, software, video conferencing, and solar.

The company's core business model is multi-channel IT distribution combined with value-added services. Hardware distribution flows through a reseller partner program that includes training, credit facilities with favorable payment terms, cash-back promotions (e.g., Vertiv Liebert UPS rebates), and pre-sales technical support. Enterprise direct sales target government, healthcare, education, banking, and telecom sectors with solution-based deployments. The Pure Tech Solutions division, launched in 2015, extends the model into professional services covering network infrastructure, software design, and cloud deployment. In 2022, PEI added Microsoft CSP managed cloud services (Azure, Office 365, hybrid cloud) and Logitech video conferencing to the portfolio, introducing a recurring-revenue layer on top of the hardware distribution base. The company is recognized by vendors — most notably Vertiv's 2021 Distributor of the Year MEA award and 2024 Customer Centric Project Award at the Vertiv East Africa Partner Conference — and operates physical showrooms, warehouses, and logistics infrastructure across its five-country footprint.

Name

Pure Earth International

Legal name

Pure Earth International GT LLC

Website

https://peidistribution.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Pure Earth International (PEI Distribution) is a privately held broadline IT distributor serving the Horn of Africa from offices in Somalia, Djibouti, Ethiopia, Kenya, and a Dubai regional HQ, distributing products and managed services from global brands including Vertiv, Lenovo, Microsoft, Dell, and Logitech.

Ownership category

akta.pro rank

Headquarters

HQ city

Addis Ababa

HQ country

Ethiopia

HQ region

Africa

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware Distribution: Distribution of IT hardware products including computers, networking equipment, UPS systems, data center racks, printers, and peripherals from brand partners to resellers
2. Cloud Services (Microsoft CSP): Microsoft Cloud Solution Provider offering Azure managed cloud solutions, Office 365, pre-sales, solutions architecting, and hybrid cloud managed services to end customers
3. Professional Services: Technical support, after-sales service, solution deployment for network infrastructure, software design, and cloud deployment projects through Pure Tech Solutions division

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Pure Earth International (PEI) Distribution is a broadline technology products distributor serving the Horn of Africa region, distributing IT hardware, data center equipment, power protection devices, networking gear, printing solutions, video conferencing products, and solar energy systems from brand partners such as Vertiv, Lenovo, D-Link, Dell, Epson, Logitech, Microsoft, and Eastman Solar. In addition to physical product distribution, PEI offers managed cloud services through the Microsoft Cloud Solution Provider (CSP) program and professional deployment services for network infrastructure, software design, and cloud projects through its Pure Tech Solutions division.

Product overview

Pure Earth International (PEI) Distribution operates as a broadline technology products distributor serving the Horn of Africa region, offering a unified distribution platform that spans multiple product categories and vendor brands rather than a single software product. The portfolio is organized around six core solution areas — Enterprise Networks, Data Center, Security, Software Solutions, Video Conferencing, and Solar Solutions — supported by a multi-brand product catalog that includes Vertiv UPS/power equipment (Liebert itON, Liebert GXT RT+, Liebert GXT4/GXT5, Liebert Edge, SmartCabinet), Lenovo and Dell computing hardware, D-Link networking equipment, Epson printers, Logitech video conferencing products, and Eastman Solar solutions. In addition to physical products, PEI offers managed cloud services through the Microsoft Cloud Solution Provider (CSP) program and project deployment services via its Pure Tech Solutions division. The company supplements its product distribution with a reseller partner program providing training, credit facilities, incentive schemes, and pre-sales technical support.

Differentiator

Problem solved

Functional benefit

Products and services

• Vertiv Liebert UPS Systems Vertiv-branded line-interactive and online double-conversion UPS power protection systems available in ratings from 400 VA to 10 KVA, offered for desktop computers, IT equipment, and rack-mounted installations.
• Vertiv SmartCabinet Integrated data center cabinet solution for enterprise power and infrastructure management distributed by PEI.
• Enterprise Networks Solutions Network design and implementation services that enable enterprises to connect securely and reliably, drawing on D-Link and complementary networking brands.
• Data Center Solutions Data center products and infrastructure addressing evolving technologies and increasing organizational demand for compute and storage capacity.
• Security Solutions

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and secondary.

• D-linkcoreChannel Partner/ Reseller/ DistributorD-link Middle East and Africa appointed Pure Earth International as exclusive country distributor in Somalia and Djibouti for the full range of D-link products. PEI received D-Link Emerging Distributor of the Year 2014 award.
• VertivcoreChannel Partner/ Reseller/ DistributorVertiv (formerly Emerson) partnership provides PEI partners access to industrial grade power equipment and network management products. PEI signed distribution agreement in 2018 and received 2021 Distributor of the Year MEA award.
• EpsoncoreChannel Partner/ Reseller/ DistributorPEI signed distribution partnership with Epson in 2019 for printers and imaging products distribution in the Horn of Africa region.
• LenovocoreChannel Partner/ Reseller/ DistributorPEI Distribution is a channel partner for Lenovo products including computers and technology solutions.
• MicrosoftcoreTechnology or IntegrationPEI became Microsoft Cloud Solution Provider (CSP) partner in 2022, providing Azure managed cloud solutions, Office 365, and hybrid cloud services to customers in Horn of Africa.
• LogitechcoreChannel Partner/ Reseller/ DistributorPEI partnered with Logitech in 2022 to distribute video conferencing solutions including conference cameras, room solutions, webcams, headsets, and collaboration tools.
• DellsecondaryChannel Partner/ Reseller/ DistributorPEI Distribution provides supply chain management for Dell technology products.
• Eastman SolarsecondaryChannel Partner/ Reseller/ DistributorPEI distributes Eastman Solar products as part of their solar and energy storage solutions portfolio.
• EstapsecondaryChannel Partner/ Reseller/ DistributorPEI provides supply chain management for Estap products as part of their IT distribution services.
• ToshibasecondaryChannel Partner/ Reseller/ DistributorIn 2016, PEI partnered with Toshiba to distribute Toshiba storage products in local markets, enabling expansion of sales team and reach to new resellers.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Westcon-Comstor: Specialized value-added IT distributor (now part of TD Synnex) focused on networking, security, data center, and collaboration vendors with strong African channel reach — closely aligned with PEI's enterprise networking, Vertiv power, and Logitech collaboration portfolio.
• Redington: India-headquartered broadline IT distributor with growing presence across the Middle East and Africa, distributing enterprise hardware, software, and cloud services — directly comparable to PEI's multi-vendor distribution model and geographic positioning.
• Exclusive Networks: Specialized cybersecurity and infrastructure value-added distributor with growing footprint in Africa and the Middle East — comparable to PEI in vendor-authorized distribution and enterprise channel focus.

Broad incumbents

• Ingram Micro: Largest global IT distributor offering a full spectrum of technology products, services, and supply chain solutions to resellers and OEMs worldwide, including expanding African operations — represents the scaled, global counterpart to PEI's regional distribution business.
• ALSO Group: European-headquartered broadline IT distributor serving resellers with hardware, software, and cloud services across multiple regions — comparable to PEI in breadth of vendor portfolio and channel-led GTM.
• TD Synnex: One of the world's largest broadline IT distributors offering compute, networking, storage, software, and cloud services globally, including in Africa — a scaled incumbent counterpart to PEI's broadline distribution model.
• Arrow Electronics: Global broadline distributor of electronic components and enterprise computing solutions, including enterprise infrastructure and data center products — comparable to PEI's data center, networking, and Vertiv-style infrastructure distribution.

Regional players

• Mitsumi Distribution: Pan-African IT value-added distributor with strong Cisco/enterprise networking franchise across multiple African markets — a comparable regional distribution and channel model to PEI's Horn of Africa operations.
• Tarsus Distribution: South African broadline IT distributor serving resellers with enterprise technology products and services — closely aligned with PEI's distribution-led model, though operating primarily in southern Africa.
• Rectron: South Africa-based broadline IT distributor distributing enterprise hardware, software, and peripherals to resellers across southern Africa — directly comparable in business model to PEI but focused on a different regional market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PEIDistribution
• Facebookfacebook.com/peidistribution
• LinkedInlinkedin.com/company/pureearthinternational

Revenue estimate

Valuation estimate

Number of profiles

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 Pure Earth International