Blue Rabbit Distribution

What Blue Rabbit Distribution does

Blue Rabbit distribution B.V. is a Netherlands-based, independent broad-line IT hardware distributor serving IT resellers across Europe. Founded in 2017 and headquartered in Amersfoort, the company operates from Terminalweg 37-B with co-located warehouse facilities and a 7-person team that delivers multi-lingual sales and support across European markets.

The company's product portfolio spans servers and storage, desktops and laptops, printers, networking devices, and uninterrupted power supplies, drawn from leading branded manufacturers including HP. Blue Rabbit differentiates via breadth (75,000+ SKUs stated to be always on stock), daily PAN European price sourcing, and logistics partnerships enabling next-day and 24-hour Europe-wide delivery. Supporting the distribution operation are an E-Portal for reseller account management, API IT integrations for automated procurement and inventory synchronization, and complementary services covering IT hardware installation, a standard 2-year warranty, IT maintenance, and RMA processing.

The business model is volume-based B2B distribution with quote-driven unit pricing; the company claims pricing below market rates sourced from daily PAN European scans. Revenue is generated through one-time sales of branded IT hardware to resellers, with free shipping on orders above EUR 500 (excluding VAT) and a EUR 15 fee below that threshold. The company is privately held, with no disclosed institutional investment, parent entity, or M&A activity.

Name

Blue Rabbit Distribution

Legal name

Blue Rabbit distribution B.V.

Website

https://brdistri.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Blue Rabbit Distribution is a Netherlands-based independent IT hardware distributor supplying 75,000+ branded products (servers, laptops, printers, networking, UPS) to IT resellers across Europe via an e-portal, API integrations, and next-day delivery.

Ownership category

akta.pro rank

Product category

IT Hardware Distribution

NAICS

Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• IT hardware distribution
• Server and storage solutions
• Networking equipment supply
• IT reseller services
• IT maintenance services

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. IT Hardware Distribution: Revenue generated through the sale of branded IT hardware products including Servers, Storage, Desktops, Laptops, Printers, Networking Devices, and UPS systems. Business model based on volume procurement and competitive pricing to IT resellers across Europe.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

Blue Rabbit Distribution is an independent IT hardware distributor that supplies over 75,000+ branded IT hardware products—including servers, storage, desktops, laptops, printers, networking devices, and UPS systems—to IT resellers across Europe. The company also provides complementary IT installation, warranty, and maintenance services, an e-portal for account management, and API IT integrations to enable automated procurement for reseller customers.

Product overview

Blue Rabbit Distribution operates as a broad-line independent IT hardware distributor offering a single integrated portfolio of branded products and associated services. The core product offering centers on IT hardware categories including Servers and Storage, Desktops and Laptops, Printers, Networking Devices, and Uninterrupted Power Supplies, sourced from multiple vendor brands. Supporting the product distribution are complementary services including IT Hardware Installation, IT Warranty (with a standard 2-year warranty period), and IT Maintenance. The company also provides an E-Portal platform for customer account management and RMA Services for handling product returns. All products and services are offered through a reseller channel network across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Servers and Storage Enterprise-grade server hardware and storage solutions distributed to IT resellers as part of Blue Rabbit Distribution's branded IT hardware portfolio.
• Desktops and Laptops Consumer and business computer systems including desktop PCs and portable laptops distributed through the company's reseller channel.
• Printers Printing devices and solutions offered as part of the broader IT hardware product range for IT resellers.
• Networking Devices Network infrastructure equipment distributed to IT resellers as part of the company's product portfolio.
• Uninterrupted Power Supplies Power protection and uninterruptible power supply (UPS) solutions distributed alongside other IT hardware products.
• IT Hardware Installation Services Professional installation services for IT hardware products supplied by Blue Rabbit Distribution to reseller customers.
• IT Warranty Services Warranty coverage for distributed IT hardware products, with a standard 2-year warranty period starting from the invoice date.
• IT Maintenance Services Ongoing maintenance services for all IT hardware products supplied through the Blue Rabbit Distribution network.
• E-Portal Customer-facing online portal providing account access, order management, and self-service capabilities for registered IT resellers.
• RMA Services Return Merchandise Authorization service allowing customers to submit return requests for defective, incorrect, or unwanted products, with processing typically completed within 4 business days.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• World-Class Courier Service ProviderscoreOthersPartnership with world-class courier service providers enabling 24-hour Europe delivery and next day delivery capabilities for IT hardware products across the continent.
• Leading IT Brand ManufacturerscoreChannel Partner/ Reseller/ DistributorDistribution partnerships with leading IT hardware brands including HP and other major manufacturers. Products include Servers and Storage, Desktops and Laptops, Printers, Networking Devices, and UPS systems. Purchasing team sources PAN European market daily for best prices and buys large quantities of popular products.
• HP (Hewlett-Packard)coreChannel Partner/ Reseller/ DistributorHP products available through multiple conditions: HP Renew (full HP manufacturer's guarantee identical to new retail), HP Spare (90 days Parts Replacement Warranty or remaining installed period), and new retail products. Also offers Bulk and Refurb HP products with 90-day Carry-in guarantee.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Rashi Peripherals: India's leading IT distribution platform distributing servers, PCs, peripherals and networking gear to resellers; comparable in distribution model and product breadth, though serving a different geographic market.

Broad incumbents

• TD SYNNEX: Formed from the merger of Tech Data and SYNNEX, TD SYNNEX is a global IT distributor with broad hardware and software offerings serving resellers across Europe — a scaled incumbent competing for the same reseller wallet.
• Ingram Micro: Global IT distribution giant offering the full range of hardware, software and services to resellers worldwide; overlaps with Blue Rabbit on servers, PCs, peripherals and networking distribution at vastly greater scale.
• Arrow Electronics (ECS): Global broadline distributor of IT hardware, enterprise computing and networking equipment to resellers and integrators; overlaps substantially with Blue Rabbit's product set while operating at much greater scale.

Direct peers

• ALSO Group: One of Europe's largest IT wholesale distributors, offering servers, storage, networking, PCs and peripherals to resellers across multiple European countries — directly comparable in product portfolio and reseller-channel focus.
• CMS Distribution: Specialist IT and technology distributor operating across Europe with multi-vendor IT hardware offerings — comparable as a regional independent distributor serving resellers with branded IT hardware.
• Also24 (Midwich Group): European AV and IT distribution group distributing IT and ProAV hardware to resellers and integrators across multiple European markets — comparable in serving resellers with branded technology hardware.
• Westcoast: UK-based independent IT distributor distributing branded hardware (servers, PCs, networking, peripherals) to resellers across the UK and Ireland; closely comparable as an independent distributor serving a similar reseller base with multi-vendor IT hardware.
• Exertis: European IT distributor (part of DCC Technology) supplying IT hardware, mobile and consumer electronics to resellers and retailers across multiple European countries — directly comparable in product range and reseller channel.

Emerging players

• Exclusive Networks: European cybersecurity-focused value-added distributor with growing IT infrastructure portfolio; partial overlap with Blue Rabbit on networking/server distribution, but more focused on security vendors and value-added services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/blue-rabbit-distribution

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 Blue Rabbit Distribution