It started with a Need

In 1989, cell phones were a rarity, 5” floppy disks were still the standard and, because the internet was still years away, finding the right technology was a challenging task. At that time, customers looking for technology products were faced with limited selection and expertise, and endured the burden of roaming from store to store to find what they needed..

Vision and Strategy

Inspired to fill this void, Softchoice co-founders David Holgate and Jone Panavas had a vision - to build a company that would connect customers to thousands of technology products with new found ease and efficiency.

People First

The result was a different kind of company, a company that understood that technology challenges aren’t managed by technology, but by thoughtful, dedicated people. People committed to helping organizations unlock the full potential of their IT investments.

Customer Passion

A distinctive corporate culture developed at Softchoice, one that continues to promote integrity, forward-thinking and individual responsibility as the basis for every customer interaction. To this day Softchoice’s focus on finding better ways to help customers buy and manage their IT resources remains the central motivating force behind everything we do.

Growing up and branching out

Since opening our doors in 1990, Softchoice has grown from a company of only a few employees to an enterprise of over 750 people, with over 40 sales offices and 30 distribution centers located in major cities throughout North America. Through all the growth and changes to our business, two things have remained constant: 1) the continuing customer need for assistance in selecting, acquiring and managing technology and 2) Softchoice's commitment to providing exceptional customer service.

Our Values

We've Got Customer Passion

Everyone talks about it. At Softchoice, we believe actions speak louder than words.

Our passion for providing exceptional service is the cornerstone of our success. We make every effort to put the customer first, whether it's someone making a purchase or the person in the next department. As we seek to simplify the complicated, and bring our knowledge of our business and industry to bear, we go above and beyond. We take time to understand our customers' needs and provide the kind of service that can only be described with one word - WOW!

We Get it Done... Differently

Our customers count on us to own the end result. We recognize that delivering on our promises is critical to their personal success and the success of the organizations they represent. Sometimes being reliable is routine, even easy. At other times it is not. Whatever the task, we understand that living up to our commitments can also create opportunities to innovate, to challenge paradigms and to try new things. It is our willingness to question and to test ourselves that allows us to get it done... differently. This is the unique Softchoice way.

We Take Care of Each Other

We put a premium on 'nice' because people have always been the heart of the matter. After all, we are here to earn the loyalty of our customers, not their purchases. As individuals, and as an organization, it is our honesty, empathy and our commitment to doing the right thing that keeps our bridges intact. By engaging one another, leveraging our collective strengths and recognizing that everyone has something to offer, we all find our place on the same winning team.

We're in it for the Growth

Personally, professionally and as a business, growth is what we're all about. Our drive toward continuous growth is an exciting journey and one without a finish line. Fueled by individuals who live to learn, we set the bar high and reach for it every day. We are always seeking a better end result and it is our commitment to self-improvement, the freedom to leverage our strengths and to learn from our mistakes that truly sets us apart.