Emerging tech distie Ethos bets on unicorns for success


Niche distributor attracting attention from giant resellers as it looks to specialise its way to success

Emerging technologies distributor Ethos Technology is betting on a small number of niche "unicorns" it hopes will fuel its growth, against a backdrop of rapid consolidation in the industry.

Ethos was launched a year ago with the aim of bringing cutting-edge technology from Silicon Valley to the UK at the same time as it launches in the US, looking to help the UK channel keep up with its American counterparts. It aims to turn over £6m this financial year – a figure it forecasts will double in the next.

Although 90 per cent of its business still comes from up-and-coming US vendors – such as storage firm Cohesity and software-defined storage player Hedvig – it has now taken on Israeli cloud infrastructure vendor Stratoscale and Swedish software-defined outfit Compuverde, among others.

An office on the east coast of the US is on the cards in the coming months, as well as one in Australia, in order to answer demand in the regions which is currently being manged from the UK.

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