About Us

CMS Nordics

Our Journey – from Nordic Startup to Part of Europe’s Leading Tech Distributor:

We were originally founded as Newgen Distribution in 2012 by Axel Diurson, Max Ellberg, and Johannes Müllner with a clear vision: to build a fast-moving, forward-thinking distribution company focused on emerging technologies for the Nordic market.

With a strong emphasis on customer relationships, market insight, and a keen eye for innovation, the company grew rapidly becoming a trusted partner for both vendors and retailers across the region.

In 2016, Newgen was acquired by CMS Distribution, one of Europe’s leading distributors of technology and consumer electronics. As a natural step in the integration process, Newgen Distribution AB changed its name to CMS Distribution AB in 2025, while maintaining Nordic leadership, local market focus, and the entrepreneurial spirit at its core.

Today, we operate across multiple market segments, with particular strength in consumer electronics, wearables, smart home solutions, and accessories. Our success lies in our ability to quickly identify high-potential products and launch them with precision, efficiency, and deep local market understanding.

We are proud of the journey so far—and even more excited about what lies ahead.

Our Purpose

Connecting People to Technology.

Our Vision

A sustainable “glocal" business that connects People to innovative technologies and services.

Our Mission

Empowering great People to exceed the expectations of our Customers and Vendors.

We serve "glocal" markets with technology products for consumers and business.

We have a sustainable omnichannel model that provides choice to our vendors.

We offer specialist sales and marketing services for a wide range of technology products.

We are committed to sustainable business practices, that foster long term partnerships with our stakeholders.

Our services portfolio adds value to our customers and vendors.

A People-centric company acting with agility, inspiring growth and embracing diversity.

We deliver Operational Excellence through advanced, automated and intelligent systems.

Our system capabilities are built strategically through continuous investment.

Why CMS?

We seek out innovative technologies that deliver cost-effective solutions, enabling our
trade-only customers to succeed.

Trusted
We are a trusted advisor that goes further for your business. We know our technology, products, markets, and trends. With joined-up thinking across teams and locations, we always come together as one to exceed your expectations.
Innovative
We have a passion for taking carefully selected emerging vendors to market. It’s why we continue to move into new areas, follow emerging trends and deliver more of what our resellers and vendors want.
Service
We deliver on quality of service by being more efficient, more human, and more consistent. That means you communicate with the same helpful and responsive experts each time, so they get to know you and your business through and through.
Focused
We are not too big, but we’re not too niche either. We offer a wide range of specialisms to suit every customer. That way, we can give you our full attention and focus on your individual needs.
Technical
We understand that you need to work with a distributor you can trust, which is why we’ve spent over 30 years developing our specialisms. We can offer you the very best technical knowledge at every stage.
Collaborative
We are a collaborative partner that acts as an extension of your business. Our experienced team is here to help, whether you want us to deal with end-users directly, provide marketing support, collaborate at events or follow up leads to close sales.
Tailored
We are all about you, so we tailor our approach to ensure you have the answers you need, so you can make the choice you want. Whether it’s managing business or configuring products for maximum return, we go one step further every time.
Influential
We have a powerful voice based on the lasting relationships we’ve developed over more than 30 years. It’s a strength that puts us in a good position with our resellers and enables us to build brands up – not let them down
Dedicated
We have our own in-house marketing agency that we can dedicate to you – producing targeted content and events, facilitating healthy business relationships between vendors and resellers and following up on leads to close sales.
Agile
We are more agile than most, with the freedom to act quickly, adapt to your changing needs and offer a truly personal service. We always take the initiative and act upon it, while embracing every challenge that comes our way.

Our People drive growth through innovation & expertise.

We understand your business and will build partnerships on common priorities. We have been doing it for over 30 years.

Through our understanding of products and technology we are an extension of your team

A collaborative approach that strives to exceed expectations.

Our POPE Values

People

We invest in our People, and they invest in us.

Operational Excellence

We strive to be the best.

Profitable Growth

Continuous improvement.

Continuous improvement.

Going above and beyond.

Our People

Our shared company values of People, Operational Excellence, Profitable Growth and Exceeding Expectations have been key to our success and at the heart of our business.

We see a future where every person at CMS is empowered to Exceed Expectations!

We empower our People to build their careers by investing in their growth. By investing in our People, they invest in our Customers and Vendors.

At CMS, we are committed to finding great People, investing in our People and keeping our People!

Find Great
People

Grow Our
People

Keep Our
People

Careers

We recruit and retain talented People who are passionate about technology innovation. We invest in them and collaborate to continue growing our "glocal" business. To find out more about joining us on this journey and growing your career, check out our Careers Page:

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