For more than three decades, Sinell All-IT GmbH, a Lenovo IDG Platinum and ISG Gold Partner, has helped businesses in Germany’s Rhineland region adapt to fast-changing technology needs. Headquartered between Düsseldorf and Cologne in Monheim am Rhein, the company operates from a 7,000 square-meter warehouse and serves as a trusted outsourced IT department for a diverse mix of small to mid-sized businesses.
Today, with a team of 35 employees and a portfolio that spans data center infrastructure, end-user devices, printers and cybersecurity software, Sinell All-IT delivers tailored, end-to-end solutions. Yet as client needs evolved, so too did the company’s approach.
In recent years, Sinell All-IT has seen increasing demand for flexible, subscription-based IT models – particularly from clients seeking to reduce capital spending, free up internal IT resources and scale operations more efficiently. Recognizing this shift, the company sought a partner that could help transform its business model and open new paths to long-term growth.
A decade-long partnership, evolving together
To meet growing customer expectations for flexibility, scalability, cost-efficiency, and simplified IT management, Sinell All-IT adopted the Lenovo 360 for TruScale go-to-market framework. This framework allows Sinell All-IT to deliver Lenovo TruScale Infrastructure as a Service (IaaS) and Device as a Service (DaaS) solutions across hardware, infrastructure, devices, and services – through a flexible model that eliminates the need for upfront investment. The move represents an evolution to offering value-added services that allow for longer-term client partnerships.
For example, Lenovo TruScale IaaS allows Sinell All-IT to deliver scalable, enterprise-grade infrastructure with pay-as-you-go pricing, while Lenovo TruScale DaaS offers fully managed device lifecycle services. The DaaS solution includes proactive monitoring via Lenovo Device Orchestration and fast replacement support, backed by inventory from Sinell All-IT’s warehouse.
Mike Czichowsky, Head of Sales at Sinell All-IT said: “We provide expertise in many industries and we are seeing IT and procurement teams shift from buying hardware outright to using as-a-service models. One key driver is the potential to operate more cost-efficiently but there is also an ongoing IT skills shortage, with organizations often overloaded handling basic maintenance tasks. Switching to a subscription model, with vendors and partners providing support, enables them to focus their resources on more strategic IT projects.”
Sinell All-IT has played an important role in advancing the as-a-service model in the DACH region. As an original member of the Lenovo 360 for TruScale Partner Community, the company helped shape best practices for delivering Everything-as-a-Service solutions to mid-sized clients. This invite-only program supports high-performing partners committed to expanding their service capabilities. By aligning with defined KPIs and investing in skill development, Sinell has accelerated its own growth while helping clients transition to more agile, subscription-based IT models.
Linda Yao, Vice President & General Manager, Hybrid Cloud & AI Solutions at Lenovo, said: “We can see that many organizations are under pressure to modernize IT without adding complexity or cost. Lenovo TruScale helps address this by providing all of a business’s IT needs from a single source, helping simplify everything from procurement and deployment to management and licensing through one contract and one point of contact. With Lenovo TruScale, Sinell All-IT can help its customers scale easily without large upfront investments, freeing their IT teams to focus on innovation and strategic priorities.”
New approach, new customers
The flexible model not only strengthened existing relationships but also helped attract new customers. One example is a major sportswear retailer whose seasonal operations see transaction surges during the summer months. To support these peaks, Sinell All-IT deployed Lenovo TruScale IaaS, delivering elastic server capacity that scales automatically with point-of-sale demand, optimizing uptime and controlling operational costs.
When the retailer faced a virtual machine configuration issue, Lenovo responded within hours demonstrating the joint team’s commitment to exceeding expectations. The feedback for the IaaS package from the client has been extremely positive.
The new approach means Sinell All-IT’s customers don’t need to worry about the time-consuming daily tasks of infrastructure management, freeing up valuable time to grow their businesses.
Czichowsky says: “The value of the Lenovo TruScale model doesn’t just come from the savings; it comes from the digital innovation and profit-driving activities that our customers can now focus their resources on. Over the next five years, we believe our role will become much more consultative as clients move away from purchasing IT assets. Together with Lenovo, we’re helping clients align technology with their strategic goals and the TruScale model is a critical part of enabling that shift.”
Through its work with Lenovo TruScale IaaS and DaaS solutions, Sinell All-IT has transformed its business model. It has shifted from a transactional reseller to a long-term strategic IT partner that delivers greater value to its clients.
Learn more about Lenovo TruScale Infrastructure as a Service
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