Sherweb is bringing Irish IT solutions provider MicroWarehouse fully under its brand and making Ireland its European headquarters as the Canadian cloud distributor expands its MSP business across Ireland and the UK.
The move follows Sherweb’s 2024 acquisition of MicroWarehouse, which continued operating under its existing name while gaining access to Sherweb’s broader resources. Sherweb says the Ireland business has delivered double-digit growth since the acquisition and is now adding more than a dozen roles across Ireland and the UK in business development, partner success, technical support, cybersecurity, and AI.
Sherweb expands Ireland and UK investment
Sherweb is now adding more than a dozen roles across Ireland and the UK in areas including business development, partner success, technical support, cybersecurity, and AI.
Speaking with Channel Insider, Finian Nally, director of corporate strategy UK & Ireland at Sherweb, said the timing of the rebrand reflects several parts of the company’s regional strategy coming together, including investment in local teams, Sherweb’s expansion into the UK, and a CA$125 million investment from Investissement Québec.
“For our partners, this was not a surprise. It gave them a lot of reassurance that actually Sherweb is investing locally. Sherweb is coming together as one global brand, Nally explained.
“And that, backed by not only the continued growth, but the continued investment in our systems and our talent and the growth in our team that will come over the coming months, really gave a strong reassurance to our partner base.”
Partner relationships drive post-acquisition growth
That investment is also building on growth already underway in Ireland.
Sherweb said MicroWarehouse’s Ireland business has posted double-digit growth since the acquisition, with Nally pointing to close partner relationships and programs designed to help MSPs navigate increasingly complicated vendor ecosystems.
“Our success has been our partner intimacy,” Nally said. “We have a strong partner success team, we have strong account managers, and being very intimate and close with our partners is key for us.”
That close engagement extends to helping partners navigate vendor programs, particularly Microsoft.
“A huge part of that is untangling the Microsoft ecosystem, the Microsoft partnership, making it very, very clear to them how to navigate that effectively [and] how to get the best value out of that,” Nally said.
MicroWarehouse has been named Microsoft Partner of the Year in Ireland seven times over the past decade, and that Microsoft expertise remains an important part of Sherweb’s regional partner strategy.
Sherweb brings its ‘Customer Zero’ AI model to MSPs
Sherweb is using what it calls a “Customer Zero” approach to AI, applying technologies internally before sharing lessons with MSP partners.
Nally said Sherweb has spent roughly the past 18 months to two years developing its internal approach, including establishing an AI Governance Council responsible for evaluating proposed use cases.
“It’s not AI for AI’s sake. It’s AI for business benefit,” Nally said.
The council asks teams to identify the business problem an AI tool or agent is intended to solve and measure whether it produces the expected result.
“We look at, okay, what is the usage? Where is it being successful? Where are we seeing the growth?” Nally said. “That helps us look at our overall investment in AI, but helps us shape our future AI strategy.”
Sherweb is using those internal deployments and measured outcomes to help shape the AI guidance and programs it brings to MSP partners.
Ireland becomes Sherweb’s European expansion base
At a macro level, the MicroWarehouse transition also gives Sherweb a formal base for broader growth across Europe. Sherweb has already begun building its presence in the UK, with Ireland serving as its European headquarters.
Nally emphasized that the company is not announcing an immediate expansion into additional European markets. Instead, Sherweb is concentrating first on Ireland and the UK.
“We’re going into a region with both eyes open, with a strong focus on Ireland and the UK initially, and then we’ll see what presents itself after that,” he said.
Sherweb said Ireland and the UK together are home to more than 15,000 MSPs. The company currently supports more than 7,500 MSPs worldwide across Canada, the U.S., Ireland, and the UK.
Existing MicroWarehouse customers will continue working with their local teams and existing points of contact, according to Sherweb. They will also retain access to the same hardware products and services while gaining access to Sherweb’s broader marketplace and partner ecosystem.
Sherweb targets MSP sales and expertise gaps
Sherweb’s expansion comes as MSPs contend with more vendors, products, cybersecurity requirements, and changing partner programs.
Nally, who spent more than 16 years working within MSPs, said one of the biggest challenges is increasingly happening before technical delivery begins.
While providers still need the technical capabilities to implement and manage customer environments, he said customers are increasingly asking what business outcomes they can expect from technology investments.
“Those conversations are outcome-based conversations,” Nally said. “What am I going to get with my investment is really the end customer challenge we’re seeing.”
That shift is pushing Sherweb to expand beyond technical enablement into sales and pre-sales support.
The company recently partnered with vCIO University to help train sales leaders and senior account staff at MSP partners in consultative selling and outcome-focused customer conversations.
“I think that’s probably one of the biggest areas where MSPs struggle, is to have that consultative-based sales process and really be a trusted advisor to their end customer,” Nally said.
Sherweb looks to fill MSP expertise gaps
The additional hiring across cybersecurity, AI, technical support, and partner success also reflects the difficulty some MSPs face in building specialized expertise internally as their service portfolios expand.
Nally said Sherweb wants its specialists to act as an extension of an MSP’s own team, including participating directly in customer opportunities when needed.
“We don’t want to support our partners from a distance; we want to be front and centre with them in that engagement,” he said.
Nally said that challenge applies to MSPs of different sizes, particularly where recruiting specialized talent can be difficult.
For Sherweb, bringing MicroWarehouse under a single global brand is therefore about more than consolidating names.
The company is combining MicroWarehouse’s local relationships with Sherweb’s broader technical, sales, and partner resources as it expands in Ireland and the UK and lays the groundwork for further European growth.
“We’re challenging our MSPs to expect better or expect more from their distributor in giving them the right advice and having the right people for them,” Nally said.
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