July 16, 2019

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Xerox picks up Veenman for US$68m

by Stuart Wilson, Wednesday 4 June 2008

Document solutions powerhouse Xerox has completed its acquisition of Dutch distributor Veenman for US$68m. Xerox says that the deal will double its sales force in the Netherlands and open up a route-to-market for more than 4,000 in-country SMB customers. The deal pairs Xerox’s document products and services portfolio with Veenman’s channel reach.

Veenman, bought from Corporate Express, will now operate as a wholly owned subsidiary of Xerox. Eric Annema, managing director of Veenman, will lead the company, reporting directly to Rogério Fangueiro, senior VP office group at Xerox Europe. They are working in parallel to align with Xerox’s other SMB distribution channels.

"Veenman has created an incredibly successful business that is respected not only in the industry but also by its customers and people. As part of Xerox, Veenman’s mandate is to continue doing what it does so well: applying its entrepreneurial spirit and powerful connection to the local communities it serves," said Fangueiro. "With the Veenman team and our already well-established network of concessionaires and resellers, Xerox has unmatched distribution capacity to serve more customers and grow our presence in the SMB market."

“This acquisition brings our dedicated service together with Xerox’s premier brand. It’s a natural fit," said Annema. “It allows us to strengthen our customer relationships with the breadth and quality of Xerox offerings while retaining the people, portfolio and business model that contribute to our success.”

Veenman focuses on SMB customers through six office locations in the Netherlands that sell and service document management systems such as printers, copiers and multifunction devices. As an independent office technology reseller, Veenman sells products from various suppliers, including now Xerox.

CE ANALYSIS: When analysing this type of deal it is impossible to ignore the message that this deals sends out to the wider channel. This is, after all, a vendor buying a reseller, which currently sells products from multiple vendors - a reseller that sells to end-users in the shape of SMBs. Any other Xerox channel partner serving SMBs needs to sit up and take note of this strategy.

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