TrendAI names Ingram Micro & Arrow as Europe distributors

TrendAI has named Ingram Micro and Arrow Electronics as its pan-European Distribution Seller of Record partners, giving it a two-distributor model across Europe.

Under the arrangement, resellers and service providers can access TrendAI's full platform portfolio through the two distributors via AWS Marketplace. The company said the model is designed to give partners a consistent route to market across the region and reduce the burden of handling transactions themselves.

TrendAI, which emerged from Trend Micro's enterprise cybersecurity division under the TrendAI brand, is targeting demand for AI-focused security tools among European businesses. Its platform portfolio is built on Trend Vision One, and the new distribution model covers major European markets.

In a seller of record structure, Ingram Micro and Arrow handle billing and customer offers on TrendAI's behalf. This allows channel partners to use existing distributor billing relationships and procurement processes rather than building those functions independently.

For customers, the model also changes how TrendAI products are bought. Instead of managing separate purchasing arrangements, buyers can procure the software through distributors with existing commercial relationships and invoicing systems.

Channel shift

The decision reflects a broader shift in how enterprise software is sold, particularly through hyperscaler marketplaces. TrendAI is betting distributors will play a larger role as partners look to sell software and security products through cloud marketplaces without taking on extra administrative work.

The distributor appointments are tied to a partner readiness programme with both Ingram Micro and Arrow. It will cover AWS co-sell and Marketplace private-offer processes, technical preparation for AI-native and agentic security products, and go-to-market alignment on pricing, packaging and partner support.

TrendAI said the aim is to help partners build security practices around AI rather than operate only as resellers. The programme is also intended to standardise how partners engage with the vendor across Europe.

Christina Decker, VP Channels Europe at TrendAI, said: "This launch is about equipping our partners to compete and grow in a market that is evolving rapidly. The AI and cloud security market is being shaped right now, including through marketplace models that are increasingly influencing how customers buy technology. Partners that can act with agility - technically, commercially and operationally - will be best positioned to capture new opportunities and strengthen their customer relationships as the market develops. Our aim is to ensure our partners are ready to respond with confidence and build lasting value for their customers."

TrendAI has chosen two distributors rather than one to preserve partner choice while maintaining regional coverage. The structure may also help it appeal to a broader range of resellers and service providers with different distributor relationships.

Marketplace focus

AWS Marketplace sits at the centre of the arrangement. Partners will be able to build, price and deliver TrendAI's portfolio through Ingram Micro or Arrow in the marketplace, while the distributors act as the commercial counterparty.

This model is becoming more common as software vendors and channel partners look for ways to reach customers that want procurement through cloud platforms. Private offers, bundled commercial terms and marketplace billing are increasingly part of enterprise software transactions, especially for security products tied to cloud infrastructure spending.

TrendAI cited Omdia's forecast that partners will capture half of all spending through hyperscaler marketplaces by 2027. That expectation has pushed vendors and distributors to adapt channel models around marketplace-led sales rather than rely solely on traditional resale structures.

Ingram Micro said the expanded relationship with TrendAI reflects growing channel demand for AI-driven security. Matt Sanderson, EVP, Global Group President EMEA at Ingram Micro, said: "We are pleased to expand our relationship with TrendAI across Europe at a time when AI-driven security represents one of the most significant growth opportunities in the channel. By combining TrendAI's unified platform with Ingram Micro's reach, marketplace expertise and enablement capabilities, we help partners move faster, expand their security practices and build scalable AI security businesses that deliver meaningful outcomes for customers."

Arrow framed the DSOR approach as a route to broader market access for vendors and channel partners. Mike Worby, Head of Strategic Alliances, Enterprise Computing Solutions Business EMEA at Arrow, said: "Designated Seller of Record is a marketplace go-to-market model that creates value for vendors, channel partners and end customers by opening additional routes to market, enabling scalable business growth and making it easier for customers to access and consume the cybersecurity solutions they need. Becoming a DSOR partner is the natural next step in our long-standing and successful collaboration with TrendAI."

The agreement aligns pricing frameworks, partner support resources and sales activity across TrendAI's key European markets, giving the company a common distribution structure as marketplace-based software purchasing gains ground.