Dropbox expands UK partnership with ALSO Cloud Marketplace

Dropbox and ALSO have expanded their partnership to the UK through the ALSO Cloud Marketplace, adding the market to a wider rollout across six additional EMEA countries.

UK resellers can now sell the full Dropbox portfolio through the marketplace, including core file storage and collaboration products, Dropbox Sign, Replay and Dropbox Dash. The arrangement includes local billing, support and partner enablement.

The expansion builds on momentum in Germany, Austria, Switzerland and the Nordic region. Alongside the UK, the broader rollout covers France, Spain, Portugal, Benelux and Italy.

For channel partners, the agreement expands the range of Dropbox products available through a single procurement route. It also gives ALSO a broader software and productivity portfolio in markets where distributors and cloud marketplaces are competing for reseller attention.

Partner Support

Support for partners in the newly added markets includes attractive margins and performance-based incentives, tailored onboarding programmes, multilingual sales, marketing and technical support, market development funds and partner community programmes.

The aim is to help resellers sell more to existing customers while expanding into adjacent areas such as workflow tools and AI-based productivity software. This reflects a wider shift in the channel, as distributors seek to package collaboration, document handling and search tools together rather than sell storage products in isolation.

Through ALSO, Dropbox is offering its main collaboration and content products as well as newer workflow and search tools. The company describes Dash as a context-aware AI product that connects across work applications to help users find content more quickly.

ALSO, which describes itself as Europe's largest technology provider for the ICT sector, brings a large reseller network to the partnership. Its ecosystem has a potential reach of more than 140,000 resellers and spans hardware, software and IT services from more than 800 vendors.

That scale matters in the UK market, where software vendors continue to rely on distributors and marketplaces to reach small and mid-sized business customers through managed service providers and resellers. A marketplace model can simplify billing and provisioning while reducing the number of separate vendor relationships partners need to manage.

Artjoms Krūmiņš, Group Lead CoC Software & Cybersecurity at ALSO, commented on the broader rollout: "We are pleased to further strengthen our strategic partnership with Dropbox by extending our collaboration into additional regions. Building on a strong foundation, this expansion broadens our market reach, strengthens ALSO's portfolio and further enhances the value we deliver to partners and customers across EMEA.

"Together with Dropbox, we are well positioned to support the evolving needs of the market and help partners capture new growth opportunities."

Channel Focus

Dropbox framed the agreement as part of its channel strategy, focused on giving partners more products to take into customer accounts. The company has been working to expand beyond file synchronisation and sharing into search, e-signature and workflow tools.

David Keogh, Global Head of Channel at Dropbox, said the latest expansion is intended to create more routes to revenue for partners. "This expansion with ALSO is an important step for our partner ecosystem. By combining ALSO's reach with Dropbox's portfolio, we're opening up new opportunities for partners to grow, build new revenue streams, and deliver more value to customers.

"Customers benefit from secure, productivity-focused solutions that are increasingly powered by AI to help teams work more efficiently. Together, this is a strategic partnership built to scale and support long-term growth across the channel.

"Partners are looking for practical solutions they can introduce into existing customer environments. With products like Dash, we're supporting resellers looking to expand beyond storage and collaboration into AI-powered productivity, creating new opportunities for growth."