As of March 3, 2025 , Arrow will assume responsibility for exclusively servicing the Citrix mid-market and SMB business in North America and Europe. Beginning on June 2, 2025, Arrow will serve as the sole CitrixⓇ distributor for all channel partners in North America and Europe.
This new channel partner-driven go-to-market model for mid-market and SMB Citrix customers opens greater growth opportunities and more flexibility for Citrix channel partners within that ecosystem. Moving forward, when engaging in these mid-market and SMB accounts, channel partners in these territories will work exclusively with Arrow. When engaging in enterprise accounts, channel partners will continue to work with Citrix, with Arrow serving as the distributor.
Customers will continue to receive support and software maintenance from Citrix. This arrangement enables Arrow to add new channel partners who can benefit from greater regional presence and flexibility during the buying process.
To ensure the success of this new agreement and the continued alignment between Citrix and its channel partners supporting Citrix enterprise accounts, Citrix will also be making an incremental multi-million dollar investment in partner-dedicated technical resources and channel partner support teams.
Ethan Fitzsimons, senior vice president, partnerships and commercial sales for Citrix stated: “We are very excited about the opportunity this strategic relationship provides our ecosystem of channel partners. For a business such as ours, it is critical that we continue to reassess our go-to-market strategy and how that aligns with the needs of the business and our customers. The changes we are making are significant for our channel partners, but we believe they will provide channel partners with greater flexibility and efficiency to better serve both existing and new customers."
Commenting on the new agreement, Cedric Doignie, vice president of new models for Arrow’s global enterprise computing solutions business, said, "We are pleased to collaborate with Citrix as the exclusive provider for their mid-market reseller business. Leveraging Arrow’s extensive channel partner network, reach and experience, we look forward to helping Citrix grow its install base, increase subscription conversions, and drive further market expansion through this strategic agreement.”
For customers who have already placed orders, including orders for customer support and maintenance, those orders will not be affected. Additionally, Citrix channel partners and distributors will continue to receive the applicable incentives and transact on placed orders as previously outlined. There are no changes for Citrix channel partners outside of North America and Europe as a result of this new arrangement.
Citrix has a long-standing relationship with Arrow, and in October 2024, transitioned responsibility for the sales, marketing and technical support for all MSP and ISV partners consuming fewer than 2,000 Citrix CSP licenses across North America and Europe to Arrow.
