Citrix appoints Arrow as exclusive distributor for regions

Citrix has announced a strategic agreement appointing Arrow Electronics as the exclusive mid-market and sole distributor for its products in North America and Europe.

Starting from 3rd March 2025, Arrow Electronics will take charge of servicing the Citrix mid-market and small to medium-sized business (SMB) sectors across these regions. Furthermore, from 2nd June 2025, Arrow will become the exclusive distributor for all Citrix channel partners in North America and Europe.

This arrangement aims to enhance growth opportunities and offer greater flexibility to Citrix channel partners operating within the mid-market and SMB landscape. Within this new framework, channel partners focusing on mid-market and SMB accounts will coordinate exclusively with Arrow. Meanwhile, those dealing with enterprise accounts will maintain their collaboration with Citrix, with Arrow facilitating as a distributor.

Citrix intends to maintain its support and software maintenance services to customers. The partnership with Arrow will also allow new channel partners to benefit from enhanced regional presence and purchasing flexibility.

Citrix will also invest an incremental multi-million dollar amount in bolstering partner-dedicated technical resources and channel partner support teams to ensure the success of this shift and maintain alignment with Citrix's enterprise account channel partners.

Ethan Fitzsimons, Senior Vice President, Partnerships and Commercial Sales at Citrix, remarked, "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 channel partners, but we believe they will provide channel partners with greater flexibility and efficiency to better serve both existing and new customers."

Echoing similar sentiments, Cedric Doignie, Vice President of New Models for Arrow's Global Enterprise Computing Solutions Business, commented, "We are pleased to collaborate with Citrix as the exclusive provider for their mid-market reseller business. Leveraging Arrow's 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."

Orders that have already been placed, including those concerning customer support and maintenance, will remain unaffected. Current Citrix channel partners and distributors will continue to receive the applicable incentives and process orders as previously set out. The new distribution agreement does not bring changes to Citrix channel partners operating outside of North America and Europe.

Citrix's relationship with Arrow is long-standing. In October 2024, Citrix transitioned responsibilities for sales, marketing, and technical support for all Managed Service Providers (MSP) and Independent Software Vendors (ISV) handling fewer than 2,000 Citrix CSP licences across North America and Europe to Arrow.