The Changing Face of Distribution in Europe

Distribution is the medium that enables vendors to effectively operate across the dozens of countries in the European region. But the face of distribution is changing with digital transformation and consolidation, creating more challenges and opportunities. Esprinet Group CEO Alessandro (Alex) Cattani joins Changing Channels to talk about how the European channel is evolving.

In a recent episode of Changing Channels, Larry Walsh sat down with Alessandro Cattani, CEO of Esprinet Group, to discuss the evolving role of distribution in Europe amid economic challenges and industry consolidation. Esprinet, a leading distributor in Italy, Spain, and Portugal, has deep insights into the Mediterranean market, making Cattani’s perspective particularly relevant for companies navigating Europe’s complex landscape.

Europe has unique distribution requirements, especially when compared to the U.S. Unlike the more uniform American market, Europe consists of distinct nations with varied languages, regulatory environments, and economic conditions. This diversity often leaves American vendors unprepared for the demands of European distribution, especially as they try to replicate a “one-size-fits-all” model across regions with significant cultural and operational differences.

Cattani emphasizes the necessity of local adaptation, explaining how Esprinet tailors its strategies across different countries. For example, Spain requires a federal approach to government IT projects, demanding more local salespeople in various regions, while Italy’s centralized procurement system allows for a leaner setup focused in Rome. Esprinet’s operational flexibility allows it to navigate these nuances effectively, a crucial factor in a region where tech vendors are increasingly looking for tailored distribution solutions.

The conversation also touches on the broader trend of distribution consolidation. Esprinet has been active in acquisitions, expanding its market share in the volume distribution segment, which emphasizes scale and efficiency. At the same time, Cattani notes the unique role of value-added distributors in Europe that focus on specialized services like training, demand generation, and pre-sales support. While scale is necessary for volume distribution, value-added distribution relies more on agility and specialized knowledge — qualities that local players often deliver better than large multinationals.

For vendors, Cattani’s key advice is to respect the local character of European markets. Successful distribution strategies in Europe demand flexibility, regional expertise, and a willingness to adapt to local laws and customer expectations.

To hear more about how Esprinet is positioning itself in Europe’s evolving distribution landscape, tune in to the full podcast with Alessandro Cattani on Changing Channels.