ELZOMI: Commercial Transformation Consultants Trusted by Global and Growing B2B Brands

The UK ↔ Europe channel fixer for B2B tech and industrial brands

When your distribution isn't performing, or you can't see well enough to know, I find out why, and rebuild it. English, German and French.

Built on 23 years of hands-on channel experience across global IT vendors, distributors and resellers.

Who we work with.

ELZOMI is built for B2B technology businesses: manufacturers, distributors, resellers, and software publishers whose European route to market isn't delivering. We are a particularly strong fit for:

• Brands whose existing UK or European distribution is underperforming

• North American tech brands entering the UK and Europe

• DACH manufacturers - technology and industrial Mittelstand - expanding into the UK

• UK-based B2B tech businesses scaling into DACH and wider Europe

• Founders, MDs, and commercial leaders who need senior expertise without a permanent hire

Who we are not for.

We are not the right fit for B2C or consumer brands, businesses without a channel motion, organisations looking for commission-only sales agents, or buyers shopping primarily on day rate. If that's the conversation, we will be honest about it early on and point you somewhere better.

A track record that speaks for itself.

~40%

Close rate on $300M+ annual pipeline, consistently above industry average

$3.6m

Largest single deal personally closed, a company record

100

Countries spanned across client projects and commercial operations

30+

International market launches personally led

90%

… of the Fortune 500 engaged within year one of a commercial department built from zero

$500m +

Revenue generated across a corporate career in international B2B technology

I've competed at the highest level.

Now I bring that to you.

My commercial career was built winning and managing relationships with some of the world's most demanding organisations.

The rigour, the standards, and the commercial polish that came from operating at that level are exactly what I now bring to founder-led businesses ready to grow.

Clients include:

Meta · Google · Microsoft · Amazon · Oracle · Hilton · BBC · Bechtle · QBS Software
and ~90% of the Fortune 500

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How we work together.

There are two ways in, depending on which problem you have. If you already sell in the UK or Europe and the numbers aren't what they should be, start with the Channel Performance Discovery. If you haven't entered yet, start with the Market Entry Plan. Both produce the same thing: a commercial model you can act on, and a ranked list of what to do first. The Channel Build turns either one into signed partners and working pipeline. German Regulatory Cover handles the compliance layer German law requires before you can legally sell into the market, available on its own or alongside any engagement. Retained Commercial Advisory is for founders who want a senior operator embedded over the longer term.

Market Entry Plan

For brands entering the UK or Europe for the first time. A 4–6 week, fixed-fee engagement that gives you a clear and commercially realistic route into the UK and EMEA markets. Based on direct knowledge of how distribution operates: which partners matter, what categories they support, how they assess new brands, what margins and terms they expect, and what it takes to secure listings and active channel support. We cover:

Market and product priorities

Clear recommendations on countries, products, and customer groups to prioritise.

Commercial and channel model

An assessment of pricing, margins, distributor terms, stock requirements, logistics, warranty and RMA support, and the commercial conditions to make the route viable.

Named partner map

A ranked map of the distributors, resellers, and integrators that matter for you, with a clear explanation of fit, market position and likely partner requirements.

Regulatory entry plan

A checklist of registrations, compliance steps, and responsible-party arrangements required before launch, including the correct sequence and estimated external costs.

Entry sequence and 90-day go-to-market plan

A costed route to first revenue, with clear actions, priorities, dependencies, and trade-offs. The plan sets out the decisions you need to make on local inventory, distribution, partner support, marketing investment, and local hiring.

Timeline: 4–6 weeks

Investment: £15,000, fixed fee.

Retained Commercial Advisory

Senior commercial leadership without the permanent hire.

A 6–12 month retained engagement for founders and CEOs who want an operator in the room, not a consultant at arm's length. Someone with twenty-plus years running European channel businesses, who has negotiated with the largest IT resellers in the market and built distribution from scratch in fifteen countries.

This runs as a monthly working cadence with the founder or CEO, covering strategy, live pipeline, and the decisions directly in front of you. Direct involvement in priority deals and partner negotiations. Strategic input on commercial structure, pricing, and hiring. Board-level reporting and presence where required.

Timeline: 6–12 month commitments

Investment: From £5,000 per month

Channel Performance Discovery

For brands already selling in Europe, where the numbers don't add up. A fixed-fee engagement that establishes what your European channel is actually doing, why it is underperforming, and what to fix first. Underperforming distribution rarely announces itself. It shows up as revenues sliding quarter after quarter, a country P&L nobody can reconcile, or a partner ranking no one can explain. By the time it is obvious, you have usually lost a year. We cover:

Your channel P&L, seen properly

A clear picture of your internal P&L as it relates to your sales and distribution channels. What each route to market contributes, by country and by partner type. How much it is really costing you to do business with your distributors, and whether that represents value for money.

Partner economics, from their side of the table

The Distributor Return Model is our own: a three-year P&L for each significant partner, run down to return on working capital. You walk into the negotiation knowing how much money you make for them, which levers make them more profitable, and which of those same levers grow your own volume and margin. Built across roughly 50 distributors, and from years spent working inside distribution rather than selling to it.

Pricing and margin integrity

Tier structure, channel conflict, and whether marketplace, distribution and industrial buyers sit on terms that make commercial sense. Where margin is leaking, and who is capturing it.

Root cause, ranked

Why performance has slipped, with causes ordered by what each one is costing you. Not a list of observations, but a ranked argument you can take to a board.

90-day remediation plan

What to fix, in what order, and what to stop doing. Which partner relationships to renegotiate, which to replace, and which to exit, with the sequencing and the commercial consequences of each.

Timeline: 6–8 weeks

Investment: £15,000, fixed fee.

Channel Build

Turning the plan into signed partners and pipeline, whether you are building a channel from scratch or replacing one that isn't working.

A 3–6 month engagement that delivers what the Discovery or the Market Entry Plan recommends: the right partners signed, a programme they'll actually work with, and first pipeline opened in the target market. Conducted in English, German, or French.

This covers partner identification, qualification, negotiation, and onboarding through to signature; programme architecture and operating cadence; first pipeline opened and qualified with named end customers; and handover documentation so your team can run the channel without us when the engagement ends.

Timeline: 3–6 months

Investment: Monthly retainer plus success components tied to partner signatures and sell-through. Scoped at the end of the Market Entry Plan - until the entry plan exists, neither of us knows what the build requires.

German Regulatory Cover (Authorised Representative)

Non-compliance doesn't announce itself. Distributors and marketplaces check, and de-listings happen without warning.

If you sell electrical or electronic equipment into Germany without a German establishment, the law requires you to appoint a German-established authorised representative (Bevollmächtigter) under ElektroG before your first unit ships. WEEE and packaging registrations are mandatory on the same timeline. Miss them, and you're exposed to fines and delisting from the distributors and platforms you're trying to sell through.

ELZOMI takes this off your desk as a retained annual service:

Authorised representative appointment under ElektroG
WEEE registration and ongoing management through stiftung ear
Packaging compliance under VerpackG including LUCID registration and reporting;
GPSR responsible-person requirements reviewed and covered; annual compliance calendar managed on your behalf.

Timeline: Ongoing, annual agreement

Investment: From £495 per month, plus pass-through registration fees

You don't need any other ELZOMI engagement to use this service.

A Selection of our Clients.

Selected Testimonials.

Dave Stevinson - Group CEO, QBS Technology Group

In a short space of time, Anthony has added significant value and continues to be a great asset to our program management and leadership teams. Anthony made an immediate impact from day one and has been instrumental to our progress on several key projects across the business.
Anthony can balance strategy with execution and produces high quality output at short notice. He got up to speed on our business quickly, challenges our thinking respectfully, and delivers tangible outcomes. His understanding of the tech industry and his broad global contact network make him a great asset to any organisation navigating complexity or scaling up.
I would recommend Anthony to any CEO or business leader looking for a trusted partner to deliver complex commercial projects or support their growth ambitions.
John Iandolo - CEO EMEA, ProofID

Anthony is a terrific model professional. He has a wide spectrum of knowledge, experience and skill, meaning he can successfully cover a number of varying business environments.

I found Anthony a great resource manager particularly in dealing with growth scenarios, given his approach and methodology.

His professionalism is a stand out attribute and allows him to manage commercial, technical and operational matters as a very well rounded executive.
Kevin Peacock - Sales Lead DACH & CEE, Google

Working with Anthony was truly a pleasure! He is a very smart individual with a great negotiation skills. I was particularly impressed with Anthony's ability to convince tough clients.

He has friendly personality which makes it a joy to work with him!
Mark Heuser - NVIDIA

Anthony is a seasoned business professional and well versed in the international marketplace. I had the benefit of working closely with him to implement a sales and distribution model project that spanned both US and Europe.
Anthony’s focused project management discipline, critical thinking skills and strong executive communication proved invaluable as we navigated numerous challenges to operationalize the solution. He provided a great deal of leadership and direct client engagement to ensure we remained focused on the key areas most important to our common customers.
Anthony is a leader I confidently endorse.
Adrian Mezenberg - President & Vice-Chair, StarTech.com

Anthony navigated numerous highly complex legal and business matters on behalf of the business and was trusted with high-value contracts and negotiations.
He has excellent, wide-ranging commercial knowledge and an extensive network of senior contacts in the technology industry globally.
Jamie Brothwell - Managing Director, Exertis

Anthony is an excellent commercial manager who strives to deliver the best possible terms not only for his business but also for his partners. He is honest, fair and a pleasure to do business with.

Working in partnership with Anthony at I have found him to have an excellent eye for detail and an excellent knowledge of the channel which is clearly delivering fantastic results.
I would have no hesitations in recommending Anthony.
Rob Bone - Founding Director, Ascend Digital

I’ve had the pleasure of working alongside Anthony Tripyear for QBS Software this year, and honestly, he’s one of those people who doesn’t just say it, but delivers it. Sharp, strategic, and genuinely great to work with.

Anthony has a brilliant knack for simplifying complex challenges. He has shown incredible experience and insight, whether it’s scaling go-to-market strategies, building strong channel partnerships, or spotting commercial opportunities others might miss. He’s always calm, always available and incredibly insightful in his approach.