Editor’s Note: Commercial Integrator broke the news of DCC Technology rebranding as Nexora on Dec. 2, 2025, at 12pm EST. We will update this ongoing story as further details emerge.
DCC Technology just announced a rebrand to Nexora, launching a new identity that reflects the organization’s evolution into a unified, purpose-led community of specialist businesses. This move marks a significant step for the global technology leader, which brings together 27 specialist companies and 2,500 people under a single, shared vision.
More than just a name change, the Nexora rebrand, company leadership tells Commercial Integrator exclusively, defines the future with renewed clarity and purpose. The vision is to deliver progressive technology that enriches lives, bringing together a diverse portfolio of businesses while also respecting the unique brand DNA of each one. These businesses include notable names like Almo Professional AV and JAM in North America and Comm-Tec, Hammer and Azenn in Europe.
“This is an exciting milestone for our business,” Clive Fitzharris, CEO of Nexora, says. “Nexora reflects who we are today and where we are going, a community of specialist businesses built on deep expertise and strong partnerships. It is an identity and direction which captures our energy, our ambition and our belief in the power of technology to enrich lives.”
Fitzharris adds, “I am proud of the inclusive process that brought us here and grateful to our teams who helped shape this next chapter.”
Nexora: Unifying a Community of Specialists
A key theme of the Nexora rebrand centers on the concept of “a unified and purpose-led community of specialist businesses.” The goal is not to homogenize the individual companies but, rather, to foster collaboration and share best practices across the entire organization, all while preserving the unique heritage and market strength of each entity. Many of the group’s companies boast long histories. To wit, Almo celebrates 80 years of trading this year; Comm-Tec celebrates 40 years; Hammer will reach 35 years in the coming year; and JAM recently celebrated 50 years.
Logo courtesy of Nexora.
In an exclusive interview with Commercial Integrator, Vishal Chhatralia, chief digital and innovation officer at Nexora, elaborates on the vision underpinning the rebrand. He stresses the company’s commitment to maintaining the specialized nature of its businesses.
“We are fully, fully committed to having specialist businesses,” Chhatralia states. “We’re going to deepen our specialisms, not become a monolithic distributor that does everything under one banner.” Underlining Nexora’s abiding respect for all its heritage brands, he adds, “That is our strategy, and we’re definitely not moving away from that. That’s what’s helping us win.”
At the same time, unifying under the Nexora name offers the opportunity to leverage the collective strengths contained within the overall group. As Chhatralia explains, “We’re going to look for ways that we can unify the community to be going faster together and be better together and feel the benefit of being part of this unified leadership group and set of companies.”
Chhatralia particularly cites marketing, IT and finance as areas in which shared expertise and resources can drive significant value and efficiency. For example, a small marketing team within one business has the potential to tap into the knowledge of 100 marketers across the globe.
“I’m convinced that, you know, 100 marketers across the globe all working together on [a] problem have got a much greater chance of solving it than everyone in pairs individually working in silos,” he adds.
DCC Technology Rebrands as Nexora: A Purpose-Driven Identity
The name Nexora itself was born from an inclusive, company-wide effort. Employees submitted more than 400 name suggestions, with Nexora ultimately being chosen for its positive connotations and its alignment with the broader organizational purpose. Formed from “Nex” for “next” and “Ora” for “energy,” the name symbolizes progress, momentum and forward motion. Colleagues from different divisions and regions jointly submitted the winning name.
Chhatralia highlights the importance of having an inclusive process when undertaking a rebrand. “I just love how we’ve embodied our spirit of inclusivity and believing that diversity of thought wins the day,” he says. “I’m convinced if we did it in the boardroom, we wouldn’t have come up with as good an answer as we have.”
Chhatralia gives credit to the five employees who submitted the name “Nexora”: Marvin, a supervisor for the Texas distribution center; Jeff, a sales leader for Almo Appliances; Jordy, an account manager for Benelux; Josh, a sales leader for Almo Pro AV; and Sydney, an HR team member for North America. He adds with pride, “They have their fingerprints on naming a $3.6 billion business that they’re part of.”
Nexora’s people-powered approach extends to the core purpose of the company — namely, to enrich the lives not only of technology end users but also of vendor partners, customers and employees. Chhatralia shares a powerful anecdote about a small reseller who said he valued his partnership with Nexora because it allowed him to get home to his daughter on Friday nights, confident in the knowledge that he didn’t need to reconcile POs, check billing or invoicing, or chase down orders. “I was just like, ‘Wow, how meaningful,’” Chhatralia reflects.
He emphasizes the company’s equal commitment to employee growth. “We want this to be the place that you grow your career pound for pound faster than anywhere else that you could work,” he declares. That’s a recipe for not only attracting the best talent but also — and perhaps even more importantly — retaining all those individuals for the long term.
DCC Technology Rebrands as Nexora: Focused for Growth
The Nexora rebrand coincides with a strategic shift for the organization. With the completed sale of its Exertis IT businesses in the U.K. and its departure from lower-margin IT activities in France, Spain and the Netherlands, the Exertis name is being retired by the businesses in the Nexora family. This move allows Nexora to focus on its core strengths in specialist markets like pro AV, business infrastructure and home technology. Those are the markets, Chhatralia and the team believe, in which the organization can deliver significant added value.
With a simplified structure, Nexora is well positioned to increase investment in talent, technology and demand creation to support its partners and to unlock new opportunities. The focus is now squarely on high-value distribution and market creation.
As Nexora embarks on an exciting new chapter, its leadership will measure success through key metrics like engagement. “We’ve just ran our people engagement survey, which is very fortuitous, last week,” Chhatralia says. “So, we’ll have had a ‘before’ benchmark. And I’m hoping we now get a run at it of launching Nexora.”
“I’m hoping people can take a real belief in the purpose that what we do is really meaningful work,” Chhatralia continues, while later adding, “That’s probably the primary thing that’s on my mind.”
Nexora Has Arrived
Nexora — a global community of 27 specialist businesses that collectively deliver $3.6 billion in annual revenue — is here. And according to company leaders, the group’s reverence for brand heritage, paired with an equal commitment to realizing cross-brand synergies, positions it to drive innovation and scale across markets.
