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June 11, 2024


Wetzlar, Germany, June 11th, 2024 EBERTLANG, the value-added distributor that specializes in IT security and cloud services, is changing its name. With subsidiaries in Switzerland, Italy and Sweden, the company’s international growth strategy will see it operate under the name ELOVADE moving forward. Derived from the word “elevate”, the new brand primarily represents an important core area of the current and future corporate philosophy: to support partners, IT services and vendors in a value-adding and proactive manner while further developing their business models. To emphasize what the value-added distributor offers its partners, the term VAD is now also an integral part of the new brand. The “EL” in Elovade shows that the distributor is staying true to its roots and focusing on the core values it provides: expertise, partnership and commitment.

Envisioning “a leading European value-added software distributor”

The EBERTLANG Group has impressively demonstrated in recent years that the chosen path has led to sustainable success for both partners and vendors. Since the acquisition by HQ Equita in 2019, revenue has more than tripled, whilst the number of employees has more than doubled. EBERTLANG invested heavily in Technical Support, Sales and Key Account Management, as well as in their own Cloud Services development. The group currently employs around 150 people in four European branches.

Since 2019, HQ Equita has been accompanying this success story. As of early 2024, the private equity investor Verdane has joined Elovade as an additional strong partner. The involvements from HQ Equita and Verdane stand for continuity and support in all growth matters and will continue to positively drive the company’s success and expansion in the future.

By changing its name to Elovade, the Group is now clearly substantiating its claim to position itself as a leading force in the VAD business in Europe. The objective is to gain market share through further organic growth and additional acquisitions in both existing and new regions, clearly positioning itself through the offered added values.

Updating its public image

A key step in the course of the rebranding is the company’s new image. In addition to the website, the company’s own partner portal will also have a new look and feel in the near future. With the new partner portal (including store, account and license management), Elovade is also taking the first step towards a comprehensive cloud services platform that will gradually be made available to partners by the middle of next year.

New products and solutions

Elovade will also continue to expand its range of vendor solutions and cloud services. In addition to numerous carefully selected products in the areas of IT infrastructure, security and managed services, the VAD already offers its own cloud solutions such as EL storage and EL mailarchive and recently launched its backup solution “EL cloud2cloud” onto the market. It enables data stored in common SaaS applications such as M365 to be backed up in a simple, cost-effective manner.

Continuity in leadership and strategic direction

Philip Weber and Marcus Zeidler, the two managing directors of the Elovade Group, will continue to pursue their growth strategy. At the same time, Elovade is sticking to the value system that has been foundational to the distributor’s almost 30-year success story.

“Our approach as a VAD is to remain hands-on, service-oriented and grounded towards our partners. We will maintain our roots and continue to build on them—so we can take our collaboration with our partners to the next level,” explains Philip Weber, CEO of Elovade.

Marcus Zeidler, CFO/COO of Elovade, adds: “Despite the strong growth, our direction remains the same. We will continue to focus on providing personal and individual support for our partners—from offering expert advice and strong technical support to extensive event and academy options and Marketing and Sales support.”


With Philip Weber and Marcus Zeidler taking over company management at the beginning of 2021, the distributor, which has been on the market for almost 30 years, has embarked on a new path. The founders and namesakes, Steffen Ebert and Volker Lang, passed the torch after more than two decades. International expansion followed under the new management, including the establishment of a branch in Switzerland and the acquisition of the Italian MSP VAD Achab and the Swedish VAD Innosoft. This further development of the Group also made it necessary to introduce a new, global brand.