Bechtle reshuffles executive board to boost European market strategy

Realignment comes after the German reseller delivered disappointing results in FY24

German reseller Bechtle has announced new changes to its executive board, in a move to strengthen its strategy across different European markets.

The company will aim to reinforce its presence and drive growth in the 14 European countries it is involved in, as it is looking to expand its multi-channel offering in every market and bolster its international presence.

Both Michael Guschlbauer and Konstantin Ebert, Bechtle’s co-COOs, will be in charge of overseeing Europe operations.

Guschlbauer will be involved in Germany and Austria and will supervise Bechtle’s specialist units; Bechtle PLM (engineering & manufacturing), Modus Consult and Apronda (ERP), HanseVision and Smartpoint Dataformers (collaboration & workflow), as well as Planet AI (artificial intelligence).

Ebert will oversee the 12 other markets Bechtle operates in; France, Switzerland, the Netherlands, Belgium, the UK, Ireland, Italy, Spain, Portugal, Poland, Hungary, and the Czech Republic.

Both COOs are already part of the company’s executive board, with Ebert joining in January 2024 and Guschlbauer in 2009.

Taking place on 1 January 2025, the move will represent a significant shift, as the reseller currently manages its sales channels for IT resellers & managed services and IT e-commerce as two distinct areas of responsibility on the executive board.

This more “holistic” approach to each country’s market is a direct response to the company’s increased internationalisation, with recent acquisitions in Spain, Italy and the United Kingdom, as well as the change in customer demands.

The realignment will also seek to reinforce customer loyalty and improve market penetration, as the company has been going through some tough economic times in 2024.

“This change will enable us to strengthen cross-channel collaboration, engage more effectively with different markets, accelerate our processes, and provide our customers with even more holistic support,” said Ebert.

“In addition, we aim to further expand our internationalisation, including through acquisitions.”

“We are confident that a consistent multi-channel strategy will strengthen our position as a future-first IT partner for our B2B and B2G customers,” added Guschlbauer.