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Basingstoke, UK and Colorado, USA 15th October 2025: Hammer Distribution (formerly Exertis Enterprise), a leading technology solutions distributor, today announced a new strategic partnership with Liqid, the global leader in software-defined composable infrastructure for on-premises datacentres and edge environments. This agreement brings Liqid’s software-defined composable GPU and CXL-based memory solutions to Hammer’s partners across the UK & Ireland, Benelux, and Nordics, empowering enterprises to overcome power, cooling, and scaling challenges as AI adoption accelerates.
Liqid is redefining the economics of AI infrastructure with its Matrix™ software-defined composable infrastructure based on PCIe Gen5 and CXL. By dynamically pooling and sharing GPUs, memory, NVMe storage, and other accelerator resources, Liqid enables organizations to maximize utilization, reduce stranded capacity, and deliver the highest tokens per watt and tokens per dollar for inference and advanced workloads.
- Extreme GPU Density: Scale to 30 GPUs per server, far beyond the limits of static architectures
- CXL Memory Leadership: Expand to 100TB of composable DRAM with up to 100x lower latency than NVMe for database and RAG workloads
- 600W GPU Support: Seamlessly deploy next-gen GPUs like NVIDIA H200, RTX Pro 6000, and Intel Gaudi 3 at full performance with Liqid EX-5410P and Liqid Matrix software
- Optimized AI Inference: Reduce power consumption, space requirements, and TCO by up to 75% while improving agility, throughput, and efficiency
This partnership Hammer’s clients with a flexible, scalable, and secure way to build on-premises infrastructure that rivals the agility of the public cloud.
Adam Blackwell, Director of AI, Server, and Advanced Technology at Hammer, said: “We are thrilled to partner with Liqid and bring their transformative technology to our partners. The demand for solutions that can handle data-heavy workloads like AI is growing exponentially, and Liqid’s composable infrastructure is perfectly positioned to meet this need. This partnership reinforces our commitment to providing our partners with innovative, market-leading solutions that drive tangible business outcomes for their customers. By bringing Liqid into our portfolio, we’re enabling our partners to deliver AI-ready infrastructure that is more efficient, more flexible, and more profitable.”
Edgar Masri, Chief Executive Officer, Liqid commented: “We are proud to partner with Hammer, whose reach and expertise are unmatched. Together, we will help enterprises across EMEA harness the full potential of GPUs and memory, enabling them to scale inference workloads efficiently, reduce costs, and accelerate innovation.”
The enterprise AI market is shifting rapidly from training to inference, with a $100B+ TAM for inference infrastructure. Traditional converged servers cannot meet the efficiency, density, and cost requirements of this market shift. Liqid software-defined composability uniquely addresses this challenge by:
- Enabling dynamic GPU and memory pooling and sharing across workloads
- Supporting multi-vendor GPUs (NVIDIA, AMD, Intel) in the same fabric
- Delivering brownfield compatibility to extend existing server investments
- Offering future-proof scalability with PCIe Gen5 and CXL 2.0/3.0 support
About Hammer
Hammer is a leading specialist distributor of enterprise technology solutions. With a focus on servers, storage, networking, infrastructure, and cybersecurity, Hammer delivers tailored, outcome-driven solutions to its customers and partners, backed by deep technical expertise and industry-leading logistics.
About Liqid
Liqid is the leader in software-defined composable infrastructure, delivering flexible, high-performance, and efficient on-premises datacenter and edge solutions for AI inferencing, VDI, and HPC, as well as solutions for financial services, higher education, healthcare, telecommunications service providers, media & entertainment, and government organizations.
Liqid enables customers to manage, configure, reconfigure, and scale essential compute, accelerators (GPU, DPU, TPU, FPGA), memory, storage, and networking into physical bare metal server systems in seconds. Liqid customers can optimize their IT infrastructure and achieve up to 100% GPU and memory utilization for maximum tokens per watt and dollar. Learn more at www.liqid.com.
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