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ANTWERP – Amberys, a new Belgian company specialising in cybersecurity, cloud and AI, is launching with a clear focus: helping European technology companies establish a foothold more quickly in Belgium and Luxembourg. At the same time, the company aims to give resellers and integrators access to a carefully selected portfolio of European solutions.Amberys was founded by Kris Van den Bergh, Ben Aelbrecht, Jürgen De Wolf, Kristiaan Van Loock and Caroline Geerts. The five founders previously held senior director positions, including at cybersecurity distributor Exclusive Networks, and together bring decades of experience in IT distribution, channel management, vendor relations, business development, marketing, finance and operations.
With Amberys, they have deliberately chosen a specialised distribution model focused on European technology companies.
“Europe is home to many strong and innovative cybersecurity companies, but international expansion remains a challenge for many of these vendors,” says Jürgen De Wolf, co-founder of Amberys. “At the same time, digital sovereignty and European technological autonomy are moving higher up the corporate agenda. Regulations such as NIS2, DORA, GDPR and the AI Act are reinforcing this trend. With Amberys, we want to respond to this by connecting strong European technology with the BeLux market and the local partner channel.”
NOT A TRADITIONAL BROADLINE DISTRIBUTOR
Amberys positions itself not as a traditional IT distributor, but as an incubator and enabler for vendors and channel partners. The company is building a focused portfolio of European technology companies and aims to support them intensively as they develop their business in the BeLux market.
This support ranges from market entry and building a network of resellers, MSPs and MSSPs to sales and technical enablement, marketing, and support for specific sales opportunities. Amberys therefore positions itself as a specialised partner for cybersecurity, cloud, AI and channel growth rather than as a broad catalogue distributor.
For resellers and integrators, this model is designed to provide access to European alternatives to established international technology brands, combined with local commercial and technical support.
The focus on European technology comes at a time when issues such as digital sovereignty, data protection, compliance and dependence on non-European technology are becoming increasingly prominent. Amberys sees particular opportunities among organisations where privacy, data sovereignty, transparency and local accountability play an important role.
“Our Europe-first strategy is not a choice against international technology,” De Wolf emphasises. “Above all, we want to give companies and channel partners more choice and make strong European technology more visible and accessible.”
FROM ANTWERP TO EUROPE
Amberys is launching its activities in Belgium and Luxembourg, but has broader European ambitions. From Antwerp, the company aims to build an ecosystem in which European technology companies can reach new markets through local channel partners.
The name Amberys also reflects these roots: it combines Amberes, the Spanish name for Antwerp, with Systems.