Hammer Distribution, the Basingstoke-based specialist enterprise technology distributor, has signed a partnership with Swedish AI infrastructure company Eggsplain, the two companies announced on 28 October 2026.
The agreement adds Eggsplain’s private, sovereign and hybrid AI technology to the Hammer Portfolio and makes it available to Hammer’s channel partners across EMEA, which includes the UK. Value-added resellers, system integrators and service providers that buy through Hammer can now use Eggsplain as the base for their own AI products.
What Eggsplain sells
According to the release, Eggsplain’s platform combines AI infrastructure and orchestration. It lets organisations run AI where their data and operational requirements demand it while keeping control of their data, infrastructure and governance, and customers are not locked into a single model or service.
The company describes itself as built “Channel-First”: it expects partners to combine the platform with their own services, consulting, infrastructure and industry expertise, and to earn recurring revenue from the customer relationships they already hold. Technology and alliance partners also offer their own AI applications in the Eggsplain App Store, with use cases including document masking, AI transcription and AI chat.
Why sovereignty is the pitch
The release frames the deal around data sovereignty. It says more organisations want to decide where their AI runs, where their data stays and how their infrastructure scales, and that many are reluctant to depend on public cloud providers or to accept unpredictable storage or token costs. That cost pressure is familiar to UK AI startups working out how to negotiate cloud compute costs, and it sits alongside the questions in our guide to the UK’s AI growth zones and compute strategy.
Chris Bone, AI Specialist at Hammer Distribution, said: “Data sovereignty has moved from a compliance footnote to a genuine business imperative, and our partners are being asked for answers. Eggsplain gives them more than another AI technology to resell. It is a foundation to build their own AI offerings and services around, without asking customers to give up control of their data. Adding it to the Hammer Stack is a significant step forward in what we can offer the channel.”
Petter Berglund, Head of Channel and Alliances at Eggsplain, said: “Our partnership with Hammer is a major milestone in Eggsplain’s Channel-First strategy. We believe significant AI business will be created by partners that already have the customer relationships, technical capabilities and Eggxpertise to turn AI into real business outcomes. Hammer gives us the access and availability to scale that model across EMEA.”
What Hammer brings
Hammer says it will combine its market access, commercial capabilities and channel reach with pre-sales, solution design, logistics and go-to-market support to help partners take Eggsplain to their customers.
The announcement does not give financial terms, pricing, or the number of partners or customers involved.
What to watch next: which UK resellers and managed service providers are first to package Eggsplain into their own AI services, and whether Hammer or Eggsplain name customer deployments.