Every so often, a company that once left its old identity behind circles back to it. From tech distributors in Europe to American fast-food chains, the decision to revive an original name is rarely just a nostalgic flourish. Instead, it’s usually a strategic move with deep branding, market, and customer implications.
Now, Exertis Enterprise, one of Europe’s largest enterprise technology distributors, is returning to its original name, Hammer Distribution, in a move the company says reaffirms its independent identity and marks a new chapter in its growth.
The distributor, which has operated under the Exertis Enterprise brand since 2018, was part of the broader Exertis group of companies. A recent sale of sister businesses and a global reorganisation, executives said, created an opening to reconsider the firm’s positioning — and to restore the Hammer name that many in the industry still associate with its ethos and reputation.
“It’s been an honour to be part of a global brand that the industry recognises, but with that recognition came assumptions — that we operated and delivered in exactly the same way as Exertis UK,” said Jason Chibnall, Managing Director of Hammer Distribution. “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.”
While the name has changed, Hammer’s business model remains intact. The company continues to distribute enterprise components such as storage devices, networking equipment, GPUs, and CPUs, relying on its technical sales teams and supplier relationships to provide outcomes for partners and customers.
“We became Exertis Enterprise in 2018, and while we were proud to be part of a global brand, our ethos remained distinct. Time and again, we found that when we said, ‘we are Hammer’, perceptions shifted immediately. It reminded us that Hammer isn’t just a name — it’s a reputation built over decades,” said Chibnall said.
But since Hammer last used its name, the business has evolved. It has expanded its portfolio to include power protection, datacentre connectivity, a dedicated cybersecurity division, and a cloud sales platform. Its networking unit now supports public arenas, global telecoms, and the interconnection of data centres underpinning artificial intelligence.
“Today, Hammer Distribution is once again the name above the door. We remain one of Europe’s leading enterprise distributors, delivering across storage, networking, GPUs and CPUs — but we’ve grown far beyond our original footprint. With six offices across Europe, a dedicated cybersecurity team, a cloud services platform, and a specialist networking division powering AI-ready datacentres, Hammer is prepared for the future,” explained Chibnall.
The firm has also grown beyond its U.K. roots, opening six new offices across Europe, and invested in a European warehouse and a production facility for ready-made datacentre solutions.
Executives say these changes are positioning Hammer to serve an enterprise market increasingly defined by AI, cloud adoption, and cybersecurity needs.
“This isn’t about nostalgia — it’s about clarity,” Chibnall said. “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.”
Such a shift is often tied to corporate structures. Subsidiaries that were absorbed into larger groups sometimes find themselves overshadowed, with clients assuming they operate exactly like the parent company. Returning to their original names helps underline independence and highlight differences in culture, methods, and expertise.
Market changes also play a role. As industries evolve, especially in technology, where artificial intelligence, cloud computing, and cybersecurity are reshaping business models, companies sometimes discover their founding names resonate more strongly in the new environment.
There is also an internal dimension. Employees frequently feel pride in a founding identity, which can serve as a rallying point during transitions. The risk, of course, is that such rebrands could be seen as a step backwards. The most successful efforts are those that pair the familiar name with visible investments in modern infrastructure or new services.