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Enterprise technology distributor Exertis Enterprise has announced its return to its original name, Hammer Distribution. The rebrand follows a global reorganisation and the sale of the company’s sister businesses, creating space for Hammer to reaffirm its distinct market position.
“It’s been an honour to be part of a global brand that the industry recognises,” said Jason Chibnall, Managing Director of Hammer Distribution. “But with that recognition came assumptions — that we operated and delivered in exactly the same way as Exertis UK. The reality is that Hammer has always done things differently: our methods, our ethos, and above all, our people-powered approach. Time and again, we found ourselves explaining who we were not, until the words ‘we are Hammer’ immediately transformed perception. Today we are making that truth official once again.”
Since its last use of the Hammer name in 2018, the company has expanded significantly:
- Portfolio Expansion – Power protection and data centre connectivity; a dedicated Cyber Security Team; and a Cloud sales platform delivering modern workplace, infrastructure, and cyber-as-a-service.
- Networking Division – A specialist team powering the connectivity of millions in public arenas, supporting global telecoms, and interconnecting the world’s datacentres to enable the rise of AI.
- European Growth – From a UK-centric operation to six additional trading offices across Europe, strengthening reach and local expertise.
- Infrastructure Investment – A European warehouse eliminating cross-border costs, and a state-of-the-art production facility delivering ready-made datacentre solutions.
These developments position Hammer to meet the evolving demands of enterprise IT, where AI, cloud, and cybersecurity are reshaping infrastructure priorities.
Hammer plans continued investment in sales and commercial expertise to support next-generation applications. “This isn’t about nostalgia, it’s about clarity,” added Chibnall. “Hammer has always stood for people, expertise, and outcomes that make the difference. By returning to the Hammer name, we are bringing that clarity back to the market and signalling our commitment to powering the future of enterprise IT.”
