Citrix has announced a new strategic mid-market and sole distributor agreement with Arrow Electronics. As of 3 March, 2025, Arrow will assume responsibility for exclusively servicing the Citrix mid-market and SMB business in North America and Europe.
And beginning on 2 June, 2025, Arrow will serve as the sole Citrix distributor for all channel partners in North America and Europe. When engaging in enterprise accounts, channel partners will continue to work with Citrix, with Arrow serving as the distributor.
Customers will continue to receive support and software maintenance from virtualisation and app optimisation player Citrix. “This arrangement enables Arrow to add new channel partners who can benefit from greater regional presence and flexibility during the buying process,” said Citrix.
To ensure the success of the new agreement, and the continued alignment between Citrix and its channel partners supporting Citrix enterprise accounts, Citrix said it will be making an incremental “multi-million dollar investment” in partner-dedicated technical resources and channel partner support teams.
Ethan Fitzsimons, senior vice president, partnerships and commercial sales for Citrix, said: “We are very excited about the opportunity this strategic relationship provides our ecosystem of channel partners. For a business such as ours, it is critical that we continue to reassess our go-to-market strategy and how that aligns with the needs of the business and our customers.
“The changes we are making are significant for our partners, but we believe they will provide them with greater flexibility and efficiency to better serve both existing and new customers."
"We are pleased to collaborate with Citrix as the exclusive provider for their mid-market reseller business. Leveraging our extensive channel partner network, reach and experience, we look forward to helping Citrix grow its install base, increase subscription conversions, and drive further market expansion through this strategic agreement,” said Cedric Doignie (pictured), vice president of new models for Arrow’s global enterprise computing solutions (ECS) business.
There are no changes for Citrix channel partners outside of North America and Europe as a result of this deal.
Previously, in October 2024, Citrix transitioned responsibility for the sales, marketing and technical support for all MSP and ISV partners consuming fewer than 2,000 Citrix CSP licenses across North America and Europe to Arrow.
