BlueStar EMEA Sales Kick-Off 2026

Rome Wasn’t Built in a Day. And Neither Is a Winning Strategy.

Each year, BlueStar EMEA gathers for Sales Kick-Off with a very specific purpose. It is not simply to review the past year or set targets for the next. It is to align.

Alignment with our vendors. Alignment across countries. Alignment around where the market is moving and how we intend to lead within it.

This year, we met in Rome. The setting could not have been more appropriate. Rome stands as a reminder that meaningful growth takes vision, coordination, and patience. It takes planning. And that is exactly what SKO is about.

Why We Invest in SKO Every Year

Our Sales Kick-Off exists to build a clear, country-specific strategy for the year ahead.

A one-size-fits-all approach does not work across EMEA. The UKI market operates differently than DACH. The Nordics have different dynamics than Italy or France. Because of this, a large portion of our time is intentionally dedicated to country meetings.

These sessions are where the real work happens. Sales, Business Development, Marketing, and Support sit together with each key vendor and map out how we will approach each market. We discuss vertical focus, local opportunities, and specific initiatives that will move the needle. It is detailed, sometimes intense, and always productive.

By the end of the week, every country leaves with clarity. Not just goals, but a roadmap.

Vertical Focus and Market Momentum

While we are not sharing specific performance figures publicly, it is clear that several key verticals continue to gain momentum across EMEA.

Retail and POS solutions remain strong, particularly when built as complete ecosystems rather than standalone components. Self-service and kiosk deployments continue to expand as businesses respond to labor pressures and rising customer expectations. Digital signage is evolving beyond traditional retail applications and is finding new opportunities in transportation, hospitality, and smart city environments.

Healthcare technology continues to grow, especially in mobility, scanning, and workflow-driven solutions that improve patient experiences. Connectivity and 5G conversations are accelerating as more devices become network-enabled. Payments, supported by our partnership with Viva.com, represent an important strategic step forward as we work to help resellers deliver a fully integrated POS environment.

The recurring theme throughout the week was clear. The market is moving toward complete, integrated solutions. Our role is to ensure our reseller community is positioned to deliver them.

BlueStar Academy and the Power of Training

A major highlight this year was the development of BlueStar Academy.

Training is not an afterthought for us. It is a strategic pillar. BlueStar Academy is designed to help partners move from basic product knowledge to confident, solution-driven selling. Whether the focus is Barcoding and RFID, POS and Payments, Digital Signage, Mobility, Connectivity, or emerging technologies, our goal is simple. Equip our partners to sell smarter and faster.

During SKO, we saw RFID presented in a structured Academy-style format, reinforcing how education can drive opportunity. When partners understand how technologies integrate and solve real business challenges, growth follows naturally.

Business Sessions That Shaped the Conversation

Our vendor partners played a key role throughout the week, delivering sessions that were both practical and forward-looking.

Honeywell shared success stories that demonstrated how strategic collaboration leads to measurable impact. Zebra presented updates around healthcare innovation and business development opportunities. iOnline explored the expanding potential of 5G connectivity. Our POS team highlighted opportunities within Digital Signage and kiosk deployments. Viva.com introduced payments as a powerful addition to help complete the full POS solution.

These sessions were not theoretical. They were grounded in real applications and real opportunities. The focus remained on how each country team can translate insight into action.

Recognizing Excellence

Sales Kick-Off is also an important moment to pause and recognize the people and teams who have driven exceptional performance throughout the year.

We celebrated standout regions that demonstrated strong collaboration and market execution, as well as segmentation achievements that reflected strategic focus and disciplined planning. Vendor partnerships were also highlighted, reinforcing the power of alignment between BlueStar and our key manufacturers.

On an individual level, we proudly recognized our top performers across account leadership. Their results are a reflection of strategic thinking, deep customer relationships, and consistent execution.

These achievements represent more than numbers. They reflect the culture of accountability, partnership, and long-term commitment that defines BlueStar.

The Energy of the TechZone

One of the most dynamic spaces of the week was the TechZone networking area, which quickly became a natural gathering point between sessions.

It was relaxed, but never static. This was a standing, high-energy space where conversations unfolded over coffee and ideas moved just as quickly as the people did. Sales team members circulated from table to table, connecting directly with vendors, reviewing products up close, asking practical questions, and exploring how solutions could apply within their specific countries.

There was a steady rhythm to the room. Quick exchanges turned into deeper discussions. Product demos sparked follow-up conversations. Country managers compared approaches while vendors shared insights and answered real-world questions on the spot.

It served as a powerful reminder that strategy is not built only in formal presentations. Often, it takes shape in spontaneous dialogue, in face-to-face engagement, and in collaborative thinking that happens in moments between sessions.

The TechZone reflected what BlueStar does best. Bringing the right people together, encouraging open exchange, and turning conversations into actionable plans for the year ahead.

Leadership Presence

We were honored to welcome executive leadership from the United States, along with our Canadian President. Their presence reinforced the importance of EMEA within the global BlueStar strategy and demonstrated the alignment between regions.

It also sent a clear message to our team. What we are building here matters, and it connects to a much broader vision.

Evenings in Rome

Business filled our days, but Rome provided memorable evenings.

Our first dinner was hosted at Gusto, where Honeywell sponsored a pasta-making experience that quickly became a team favorite. Many of us learned that authentic pasta requires only two ingredients. Flour and eggs. Simple components, carefully combined, create something exceptional.

The following evening, sponsored by Zebra, we gathered at Ristorante Pancrazio, a historic venue connected to the site associated with Julius Caesar. Surrounded by layers of history, it was hard not to reflect on legacy and leadership.

Rome reminds you that what you build today can endure for generations.

Looking Forward

If there was one theme that carried through every session, every meeting, and every conversation, it was intentionality.

Growth does not happen by chance. It requires alignment, discipline, and collaboration. It requires understanding each country’s unique market and committing to a plan. It requires strong vendor partnerships and an unwavering focus on serving our reseller community.

Rome was not built in a day. It was built with structure, vision, and persistence.

As we leave SKO 2026, BlueStar EMEA moves forward with that same mindset. Thoughtful planning. Clear priorities. Strong partnerships.

And a shared commitment to building something lasting.