Hammer Distribution, the European enterprise technology distributor based in Basingstoke, has announced a new partnership with Eggsplain, a Swedish AI infrastructure company, to add sovereign and hybrid AI capabilities to its channel offering.
The deal brings Eggsplain’s technology into what Hammer calls its Hammer Portfolio, making it available to value-added resellers, system integrators and service providers across EMEA through Hammer’s distribution network.
According to Hammer, the move responds to growing demand from businesses wanting greater control over where their AI systems run, where their data is stored and how their infrastructure scales, rather than relying on public cloud providers or facing unpredictable storage and token costs.
Eggsplain’s platform combines AI infrastructure and orchestration tools, allowing organisations to run AI according to their own data and operational requirements while retaining control over data, infrastructure and governance. The company said its approach means clients keep flexibility over which models or services they use rather than being tied to one option.
Eggsplain operates a Channel-First model, under which partners can pair its infrastructure with their own consulting, services and sector knowledge to create AI products and ongoing revenue streams from customers they already serve, the companies said.
Building on existing customer relationships
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.”
Eggsplain’s ecosystem also includes technology and alliance partners offering their own AI applications through what the company calls the Eggsplain App Store, covering areas such as document masking, AI transcription and AI chat, giving partners a growing library of tools to build customer solutions around.
Hammer said it intends to pair its reach into the market, its commercial skills and its wider channel network with specialist support including pre-sales advice, help designing solutions, logistics and backing to bring products to market, so that partners can deliver Eggsplain’s technology to their customers.