Cherry SE Announces Strategic Reorganization and New Partner Program for 2025

Cherry SE, headquartered in Munich, reveals a significant reorganization and a new partner program slated for 2025, marking a pivotal shift in its operational strategy. A new Sales and Marketing Peripherals unit will consolidate the Gaming, Office, and Hygiene sectors, commencing January 1, 2025. Thierry Ondet will lead this unit, bringing his extensive tech sales experience from Oracle and other firms.

The new partner program will revolutionize distributor and reseller collaborations with a "Pay for Performance" pricing model, promising optimized margins and contracts. Concurrently, the company's Component business will integrate with a centralized management unit, while the Digital Health & Solutions remains independent to maintain its market standing.

These steps intend to harmonize Cherry's product lines across Europe, enhancing efficiency and aligning them with market demands.