The Benelux is emerging as a strategic market for Synology, serving both large and small businesses. The storage specialist is convincing more and more organizations to look beyond traditional players with a story centered on simplicity and user-friendliness.
Synology has a strong and growing presence in the IT landscape in the Benelux. The adoption of Synology products is increasing in both Belgium and the Netherlands and Luxembourg, making the region a strategic area for the company. Both current demand and long-term potential drive the focus on the local market.
Extensive network
“Synology works closely with a well-established network of distributors, system integrators, and service providers, allowing us to cover the entire region well,” says Evgeniya Paliy. She heads the Benelux team of Synology. “Over the past year, we have also expanded our own team further.”
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Paliy notes the importance of reaching the Benelux market locally. “Organizations here value direct contact and quick access to the people behind the technology. When customers make strategic decisions about managing and protecting their data, they want to consult with someone who understands their environment. Personal meetings are essential to building trust in the market.”
Broad customer portfolio
The approach is paying off. Synology now counts a wide range of companies among its clients. “Our customers vary greatly, from small businesses to large public institutions. We see strong adoption in sectors such as local government, healthcare, education, logistics, the maritime sector, manufacturing, and media,” Paliy notes. There is a clear common thread: all these organizations are looking for reliable yet cost-effective solutions for data storage, backup, and management.
The specific solutions companies need, of course, vary. For smaller enterprises, Synology’s classic desktop NAS devices are very relevant, while larger organizations opt for more powerful rack systems like the Synology HD6500, which can house more petabytes of data.
Backup and cloud
Backup is an important current focus for Synology. The company has always been able to support backups, both hardware-wise with its storage servers and NAS devices, and software-wise with, among others, Hyper Backup. Since early 2025, however, the Taiwanese firm has expanded its portfolio with ActiveProtect. This solution combines hardware and software, solely for backups and their management. And there’s also Surveillance Station, tailored for video surveillance.
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“Synology offers an integrated total platform with hardware and license-free software,” Play summarizes. “With this, we protect physical and virtual assets. We also support hybrid environments, where we, for example, combine on-premises NAS systems with Synology C2 cloud services.”
Competition with traditional manufacturers
In the Benelux, and certainly the somewhat more conservative Belgian market, Synology has to compete with traditional players like HP and Dell, who have a lot of experience and a strong local presence. This is a challenge, but one that Synology and Paliy have an answer to.
“Belgium is indeed a cautious market,” she confirms. “Decisions are only made after thorough analysis. However, we see that many companies today are actively looking for alternatives to traditional storage vendors. They want solutions that are easier to manage and offer more value for money.”
“Compared to those traditional vendors, Synology has several major advantages,” Paliy continues. “The simplicity of deployment, the cohesive software ecosystem, and the limited need for additional licenses are strengths. Our approach results in lower costs and a more efficient daily workflow. This is especially important for organizations with limited IT teams.”
Evangelizing
That Synology is also ready to support larger organizations still requires some evangelization. “Many IT professionals initially associate Synology with smaller environments,” Paliy acknowledges. “It’s up to us to show that Synology is not just a storage provider, but offers a complete platform for data management, backup, and business continuity. This is one reason why local presence with direct contact is so important.”
It’s up to us to show that Synology is not just a storage provider, but offers a complete platform for data management, backup, and business continuity.
Evgeniya Paliy, Head of Benelux Market Synology
The Benelux itself is, of course, not a homogeneous market, although Paliy notes that the needs are similar. Belgian customers generally take more time to decide and value long-term relationships. “Once the trust is there, the collaboration proceeds very stably. In the Netherlands, customers experiment with new technology more quickly and decide at a faster pace.”
Dual focus
For 2026, Synology has two important priorities in Belgium, the Netherlands, and Luxembourg. “We want to further develop the two pillars of our portfolio,” Paliy summarizes. “On the one hand, this involves advanced enterprise solutions for critical business environments, and on the other hand, we are updating our lineup of consumer products. This keeps Synology accessible to a wide audience. The new models are relevant for home users, freelancers, but also small teams.”
“In both the professional and consumer segments, we plan to support our partners more closely and ensure that customers in the Benelux can fully benefit from our growing ecosystem,” Paliy concludes.
This article was created based on an interview with Synology – a commercial partner of ITdaily.