ELKO has been named Distributor of the Year and Best Retail Partner in the Baltics for the second year in a row
CONTEXT announces winner of ChannelWatch Distributor of the Year Award 2025: ELKO has been named Distributor of the Year and Best Retail Partner for the Baltics.
CONTEXT ChannelWatch is one of the world’s largest online IT reseller surveys. With over 8,000 participating resellers, it delivers critical insight into the purchasing intentions and decisions of the channel community alongside key business issues and industry trends. As part of the survey, resellers in each country nominate distributors they work with for CONTEXT’s ChannelWatch Distributor of the Year Awards.
The IT Channel and Distribution landscape has continued its dynamic evolution throughout 2025. Following a period of recovery and positive growth in 2024, the channel has seen sustained momentum, propelled by ongoing digital transformation initiatives across all sectors and the pervasive integration of AI into business operations.
The macroeconomic picture, while stabilizing, has presented distributors with a nuanced environment, with business confidence steadily improving alongside continued vigilance regarding global economic shifts. Key drivers of growth in 2025 include robust demand for cloud services, cybersecurity solutions, and advanced IT infrastructure projects.
Furthermore, the anticipated refresh cycle in personal systems, significantly stimulated by the end-of-life support for Windows 10 in October 2025, has provided a substantial boost to hardware sales, creating significant opportunities for channel Distributors to support upgrades and new deployments. Government investment in critical sectors like health and education, often supported by programs like NextGenerationEU, continues to underpin a portion of this growth.
CONTEXT introduce winners across the following categories:
- Distributor of the Year
- Best Value-Added Distributor
- Best Customer Service Distributor
- Most Innovative Distributor
- Best Logistics Distributor
- Best Retail Distributor
- Best Cloud Distributor
- Best Cybersecurity Distributor
Howard Davies, CEO and co-founder of CONTEXT, said:
“Huge congratulations to ELKO for winning the CONTEXT ChannelWatch Distributor of the Year 2025 award for Baltics. In 2025, as the IT channel experiences a strong resurgence, fuelled by the PC refresh cycle and accelerating demand for AI-driven infrastructure, ELKO has truly stood out. This well-earned recognition reflects their strategic foresight, exceptional Distributor support, and ability to deliver value far beyond traditional distribution. At a time of growing complexity and opportunity in the European market, ELKO has shown outstanding leadership and operational excellence, playing a pivotal role in enabling reseller success across the region.”
Laura Drebeinika, ELKO Head of Sales Baltics and Poland, commented:
“Winning both the Distributor of the Year and Best Retail Distributor awards for the second year in a row shows the trust our partners place in us. Over the past year, we’ve continued to invest in smarter tools, deeper integrations, and a more agile product offering — all to help our partners stay ahead in a fast-changing market. These awards are not just a recognition of our performance, but a celebration of the partnerships that drive innovation and growth across the region.”
About CONTEXT
CONTEXT is a B Corp™ Certified company that specialises in providing market intelligence and analytics services for the technology industry. We are a trusted partner for global technology leaders, delivering crucial insights that help shape strategic decisions and address business challenges. Our advanced forecasting, analytics, and data management solutions are designed to integrate smoothly into the operations of major tech companies worldwide. This integration supports the monitoring of over £200 billion in annual sales transactions. Our efforts are backed by a dedicated team of over 400 professionals, spread across more than 35 countries, with offices in key cities such as London, Berlin, Paris, Madrid, Milan, Warsaw, Johannesburg, Istanbul, Dubai, Chicago, Buenos Aires, São Paulo, Mumbai, Auckland, Singapore, Seoul, Taipei, and Tokyo.