The names of distributors Micro-P, Gem, Advent and MSE are all now to be prefaced with the new branding of parent firm DCC SerCom – Exertis.
The rebranding affects all companies in the DCC SerCom group across Europe and worldwide, in places such as the US, Mexico and China.
"With over 30 years of experience, Exertis partners with 350 global technology brands, employing over 1,600 people, working with more than 14,000 resellers, e-commerce operators and retailers across Europe," it said in a statement.
"The key objective is to establish a single brand name that will be recognisable throughout Europe and internationally as the business continues to grow."
The word "Exertis" is meant to reflect the group's energy, drive, ambition and commitment to serving customers, it said, adding that the year to 31 March 2013 saw it grow its revenue 17.9 per cent to reach £1.8bn.
Exertis is a subsidiary of DCC plc which has 9,500 staff worldwide and turns over about £10.5bn a year.
Nima Green asks what is driving public cloud uptake in Germany
In the wake of yet another lawsuit involving Oracle, we run through 10 of the vendor's biggest court battles
CEO Chuck Robbins says Cisco will use the Catalyst 9000 product range as a template for future launches
Today saw 14 of the UK IT channel's biggest hitters come together to determine the winners of CRN's WiC awards. But what does being a WiC judge actually involve? Doug Woodburn reports