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London, UK – October 2025 Exertis Enterprise today announces that it will rebrand to its original name, Hammer Distribution, reaffirming its independent identity and celebrating a new chapter as one of Europe’s leading enterprise technology distributors.
Hammer has been operating as Exertis Enterprise since 2018, while remaining an independent company under the Exertis group of companies. The recent sale of Exertis’s sister companies and global reorganisation provided an opportunity for the business to reflect on its position — and to return to the brand that best represents its ethos and reputation.
“It’s been an honour to be part of a global brand that the industry recognises, but with that recognition came assumptions — that we operated and delivered in exactly the same way as Exertis UK,” said Jason Chibnall, Managing Director of Hammer Distribution. “The reality is that Hammer has always done things differently: our methods, our ethos, and above all our people-powered approach. Time and again we found ourselves explaining who we were not, until the words ‘we are Hammer’ immediately transformed perception. Today we are making that truth official once again.”
What Hasn’t Changed
Hammer remains one of Europe’s leading enterprise components distributors, delivering across storage devices, networking, GPUs and CPUs. The company continues to leverage its best-in-class technical sales people and the technologies it represents to provide outcomes and solutions for partners and their customers.
What Has Changed
Since the Hammer name was last in use, the company has evolved significantly:
- Portfolio Expansion – Power protection and datacentre connectivity; a dedicated Cyber Security Team; and a Cloud sales platform delivering modern workplace, infrastructure, and cyber-as-a-service.
- Networking Division – A specialist team powering the connectivity of millions in public arenas, supporting global telecoms, and interconnecting the world’s datacentres to enable the rise of AI.
- European Growth – From a UK-centric operation to six additional trading offices across Europe, strengthening reach and local expertise.
- Infrastructure Investment – A European warehouse eliminating cross-border costs, and a state-of-the-art production facility delivering ready-made datacentre solutions.
These investments ensure Hammer is positioned to meet the needs of an evolving technology market, where AI, cloud, and cybersecurity are reshaping infrastructure demands.
What’s Next
Hammer will continue to invest in dedicated sales and commercial expertise to help customers and end users realise infrastructure outcomes that power the next generation of applications, from cloud adoption to artificial intelligence.
“This isn’t about nostalgia — it’s about clarity,” added Chibnall. “Hammer has always stood for people, expertise, and outcomes that make the difference. By returning to the Hammer name, we are bringing that clarity back to the market and signalling our commitment to powering the future of enterprise IT.”
About Hammer Distribution
Hammer Distribution is one of Europe’s leading enterprise technology distributors, specialising in storage, networking, CPUs, GPUs, power protection, cybersecurity, and cloud solutions. With headquarters in the UK and six offices across Europe, Hammer combines best-in-class technical expertise with value-added services to deliver outcomes for vendors, partners, and their customers.
The Hammer Story – In Jason Chibnall’s Words
“Hammer has always been about people and expertise. Since our earliest days, the Hammer name has stood for trusted relationships, technical know-how, and outcomes that make a difference for our partners and their customers.
We became Exertis Enterprise in 2018, and while we were proud to be part of a global brand, our ethos remained distinct. Time and again, we found that when we said, ‘we are Hammer’, perceptions shifted immediately. It reminded us that Hammer isn’t just a name — it’s a reputation built over decades.
Today, Hammer Distribution is once again the name above the door. We remain one of Europe’s leading enterprise distributors, delivering across storage, networking, GPUs and CPUs — but we’ve grown far beyond our original footprint. With six offices across Europe, a dedicated cybersecurity team, a cloud services platform, and a specialist networking division powering AI-ready datacentres, Hammer is prepared for the future.
We’ve invested in a European warehouse and a state-of-the-art production facility, turning our value-added promise into tangible delivery.
For me, the return to Hammer is about clarity. It’s about reminding the market who we are, what we stand for, and the difference our people continue to make.”
— Jason Chibnall, CEO, Hammer Distribution
About Hammer Distribution
Hammer Distribution is a leading technology solutions distributor in the UK & Mainland Europe, helping partners design, deliver and support enterprise-grade infrastructure, cybersecurity and data solutions. Through deep technical expertise and a robust ecosystem of vendors and services, Hammer Distribution enables resellers and service providers to accelerate customer outcomes and growth.
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