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Welcome by Raf Peeters, Country Director HPE BeLux and Bart Appelen, Channel, SMB and Alliances Country Lead HPE BeLux

Raf Peeters
Country Director for Hewlett Packard Enterprise Belgium & Luxembourg


As Country Director Raf is the face of HPE in BeLux, developing and driving our growth potential and extending HPE leadership position in these markets. He is coordinating business strategies across Business Groups focusing on growth and leading the transition to the new style of IT while delivering the best customer and partner experience.

Raf also ensures that HPE corporate local requirements are met and is accountable to foster strong employee engagement with the goal of making HPE an employer of choice in the IT industry.

HPE is responsible for the development and delivery of enterprise technology solutions and services that make Hybrid IT simple and power the Intelligent Edge. In the Idea Economy that is premised on being digital, mobile and application based, the enterprises that win are those who can capitalize on time to value and time to market. HPE is the transformation partner for enterprises seeking to be successful in leveraging the power of IT via secure Hybrid IT solutions that are built on the industry’s leading software defined data center portfolio, the emerging intelligent edge and delivered through a world class services capability.

Prior to this, Raf served as  Country Manager of HPE Aruba from 2014 until 2017. In this role, Raf was responsible for delivering strong growth of the networking business at HPE in the Belux market while integrating the Aruba Networks asquisition into the company. Prior to this appointment, Raf was Business Development Manager & Channel Marketing of HP Networking BeLux from 2010 until 2014, mainly looking into areas of incremental growth and aligning GTM models and mechanisms with market dynamics.

Before joining HPE in 2010, Raf was Country Manager BeLux for 3Com/H3C, overall responsible for the business of 3Com/H3C in Belux. Raf has also held management roles with Avaya, Extreme Networks, Fabricom GTI and Sella Corporation, in total over 19 years of experience in the technology industry.

Raf has a Master in Industrial Business Administration from Ehsal Hogeschool, a Master in Communication Technologies from KIH De Nayer Hogeschool and a Civil Engineering graduation from Karel de Grote Hogeschool Antwerpen.

Bart Appelen
Channel, SMB and Alliances Country Lead BeLux

Bart Appelen

Bart Appelen is Channel, SMB and Alliances Country Lead for Hewlett Packard Enterprise Belgium & Luxembourg.

In a fast evolving world, an agile go-to-market strategy is of key importance. As Country Lead for Channel and Territory, Bart is driving a team of passionate professionals bringing HPE indirect strategy to the next level. While already 70% of HPE business is done through our channel partners, with a continued and sustainable growth, the further growth of our company will havily rely on the work we do with the channel.

The modern channel is not only about tranditional resellers. To excell in our Hybrid IT strategy, Service Providers, Alliance partners and Hybrid resellers are of equal essence in our go-to-market. Therefore Bart and his team strive for a strong co-selling setup with these partners as well.

To support our channel at the end-user side, Bart and his team are also organised to have a direct touch with our SMB customers, to evangalise our strategy and help our partners to design the right solution for the customers needs.

Bart joined the former HP organisation in 2010 as a Storage Sales. Afterwards, from 2012 till 2016 he headed HP Storage Business Unit for Belgium and Luxembourg.