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Citrix Partners with Arrow for Mid-Market Distribution Expansion

Citrix

Business Honor
16 January, 2025

Citrix partners with Arrow Electronics for exclusive mid-market and SMB distribution in North America and Europe.

Citrix, a business unit of Cloud Software Group, has announced a strategic partnership with Arrow Electronics, which will serve as Citrix's exclusive distributor for the mid-market and SMB business in North America and Europe. This partnership will take effect on March 3, 2025, with Arrow taking on the sole responsibility for distributing Citrix products to channel partners in these regions starting June 2, 2025.

The new setup will enable Citrix to normalize its go-to-market model with mid-market and SMB customers; this will expand the growth capabilities of its channel partners. Therefore, Citrix expects to enable greater flexibility as well as higher efficiency in buying for these enterprises by having Arrow as the only distributor in such segments. While enterprise accounts are to continue and work directly with Citrix, Arrow will function as a distributor for the same.

The deal involves a major multi-million dollar investment by Citrix to provide channel-partner-specific technical resources and support groups to stay with a seamless transition and with success of the partnership. Citrix's senior vice president of partnerships, Ethan Fitzsimons, highlighted that these changes are to enable channel partners to have greater flexibility and efficiency to serve new and existing customers.

Arrow's Cedric Doignie, vice president for global enterprise computing solutions, said he was excited about the partnership, noting Arrow's broad channel partner network and its ability to help Citrix expand its install base, convert more subscriptions, and expand further into the market.

The partnership also reaffirms Citrix's long-standing relationship with Arrow, which dates back to October 2024, when Arrow was entrusted with managing sales, marketing, and technical support for MSP and ISV partners using fewer than 2,000 Citrix CSP licenses in North America and Europe. For existing customers, there will be no disruption to support or maintenance services.